In a content-driven, anything – anytime world, the advantage shifts from radio stations to personalities and the entities that own or license them.
In the long run, fans of radio will be fans of personalities. And how will those fans seek out those personalities? By the names of their stations – or by the much more direct path: The name of the personality?
And if consumers are searching by personality name, not by station, then doesn’t the advantage shift to the personality or the owner of that personality’s content?
Radio legend Bill Figenshu talks with me about the future of “branded” radio personalities.
Thanks to technology, personalities (not stations) are at the center of the radio universe. And those personalities have an opportunity to monetize and power their own brands like never before. Consumers will seek out what they want where and when they want it – on demand.
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