The author is owner/president of Sound Advantage Media. His commentaries appear here regularly.
The question I hear most from talent and programmers is, “Is our show or digital more important?”
In today’s crowd-sourced media environment, personalities have to multitask more than ever before. Nowadays, being visible on multiple platforms will help build a personal brand — the one big factor: time.
Where should your initial focus be?
If you’re great at time management, this question can be very valuable.
The greatest return on your investment initially favors your radio program; use digital as an important extension. Practice watching trends as they change so rapidly. Radio revenue is lagging while digital revenue has grown enormously over the last 10 years.
Most stations lack producers, screeners or even interns. It’s difficult to be competitive in that scenario. Mastering time management is critical.
One way to create more time is to pre-record more of your show. Many syndicated shows achieve this effectively; they sound live, which helps deliver strong ratings.
Let’s discuss show and digital priorities.
Your radio show — The biggest part of your paycheck comes from your radio show, including endorsements and paid appearances. The bigger your show becomes, the more your podcasts, videos and social media presence follow.
Please put in the work necessary to make your show successful. Put together captivating content worthy of your show. Master the fundamentals of execution and build your storytelling abilities. When you’ve put on a great show, you’ll have an A-level to repurpose across multiple platforms.
On-demand content — Ratings, whether you’re in a PPM or Diary Market, have always been a game of inches. Every tune-in and quarter matters. This is why on-demand content is a must-have. Audiences expect to be able to hear your content whenever they want, regardless of platform. Posting the full show daily (audio coded for Nielsen) will generate additional tune-ins and listening occasions.
Several top morning shows are streaming live on YouTube, creating additional ratings and revenue opportunities.
It’s critical to post highlights and benchmark segments as well. Audio and video clips encourage sampling and satisfy audiences who cannot listen to the entire show.
Social media — This is a powerful tool to deepen your brand and expand your audience. It’s marketing, awareness and engagement for your brand. Radio shows are generating revenue through platforms such as Facebook and Instagram.
Don’t make the mistake many large corporate broadcasters are making: totally replacing talent-forward entertainment with the incessant pleading for clicks. A better rule is: “Content first, clicks second.”
Video all aboard — Many stations in top 100 markets have installed cameras to stream live or capture moments from the show. Grabbing funny or emotional moments from the show and posting content from your personal life.
Original podcasts — Everybody and their mother is producing a podcast. That universe is well over 2 million and counting. Nobody can stand out today. But if your show has a great following and you see it as an opportunity for another revenue stream, go for it! It’s another way to extend your brand. If you have a strong interest or passion outside the show, a podcast can attract new fans while extending sponsorship opportunities.
Personal branding includes radio ads — Great radio ads aren’t just heard, they’re felt. The talent producing the spot can create connections that resonate with your audience, whether they’re driving, relaxing at home, or streaming using Alexa, Siri, Spotify, Apple Music, Pandora or YouTube Music. From unforgettable characters to dynamic sound effects and compelling scripts, well-crafted ads turn your message into an experience.
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