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We used to be a nation of really good risk takers. Now a days we have more referees than we have risk takers. We have more regulators than innovators.
— Elon Musk on resistance to innovation, which is the kind of leadership most people think radio needs in 2025.
Spot loads are long.
Consumers haveSpotify, Apple Music,Pandora, Amazon Music, YouTube and others.
I read a quote from someone (and I can’t remember who, but it won’t matter once you’ve read it). “I don’t have anything in my life that plays as many commercials as radio.“
Yet it continues as if consumer experience doesn’t matter.
Innovation and homogeny are critical issues for local radio right now. And the stakes have never been higher.
Strong broadcast clusters cannot continue to act as if listener and advertiser choices are not becoming more broad-based.
Oops.
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Radio must need more cutting of jobs, right? We’ve got to keep concentrating on innovation that reduces instead of zeroing in on innovation that gives rebirth, changes perception of the business and creates new opportunities, right?
“Well, when you put it that way…..”
When we voice track, we improve, right? What if the answer isn’t as much about improving as it is about connection or loss of connection with the local listeners, the local community and the local advertisers?
Too many spots isn’t the only problem is it?
Aren’t you tired of being like the others? Haven’t we proved it isn’t working yet?
How many sales departments have a written strategy and a co-created mission by members of the team? Or do we have sales departments that do it the “old fashioned way?” Do we offer advertisers innovative and creative ideas to buy or the same old stuff we sold them in 1985?
Are we thinking about using A.I. to save money or create additional real opportunities?
Centralized programming doesn’t hurt anything, does it? Or does it make creative local radio into a stream of McDonald’s sandwiches where one looks like the other and they all taste okay but not great? Is that innovation?
Are we going to be afraid and continue to cut, cut, cut or take some risks with formats, content that isn’t on radio right now?
You know where this is going if innovation isn’t allowed in?
By the way, innovation will come. It doesn’t matter if we do it or if the new people do it when all the radio people pass on. Why pass on? Because if you don’t innovate, you die.
Do you think innovation is going to come out of a corporate environment or will those new ideas come from opening up? This is a serious question for each broadcast company to consider today.
Digital is coming to eat you if you continue to allow it.
Other choices are going to eat away at the soul of radio unless we defend what makes local radio great:
- Relating to local audiences
- Creativity
- Innovation (real innovation)
- Measured risk-taking
i know innovation can be scary. I know transformation can make you nervous. I feel the fear.
If we keep going down the cost-cutting highway only one thing is guaranteed: The business continues to get smaller and smaller. Then, how do you find your way back to higher revenue and profit margin?
Smaller is not better.
Believe it or not, we hear from broadcasters who engage in our free consultation and talk with us about how to “fake it.”
We don’t take those clients because we can’t help them. We don’t lie to broadcasters because we believe in the power of creativity, innovation and trying new things. Every single day we have a choice. You do it. We do it. Our clients do it.
Innovate or die. Take measured risks or remain boring.
Please pay attention. Things are not just changing. There is a regrouping.
Where are you lining up for the future of your business?
It isn’t just the radio industry and it isn’t just our time.
But our time carries its own dangers if we remain on the same ole course.
What will you choose?
Make your way to the center ring. The fight for your future is now. The future of your career and others, the future of your cluster and company, the value of local radio.
Brand + Relationship + Great Products + Consistent Problem-Solving = Higher Revenue
-Loyd Ford,Rainmaker Pathway Consulting Works (RPC)
A lot of people are talking about radio’s ability to keep revenue and grow revenue. We focus on growth. Join us.
Catch my weekly radio sales column each Monday @ RadioInk.com.
P.S. When youre ready, there are two (2) ways I can help you.
- Grab any of our free blogs on this site. (There are over 1,300 available to you). We cover a lot of ground, including sales, talent, sales coaching, creativity, digital content and rev gen, company culture, endorsements, podcasting, and of course – ideas (the lifeblood of local radio).
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