{"id":1811,"date":"2019-09-12T11:46:25","date_gmt":"2019-09-12T01:46:25","guid":{"rendered":"http:\/\/www.bprworld.com\/?p=1811"},"modified":"2019-09-12T11:46:25","modified_gmt":"2019-09-12T01:46:25","slug":"radio-thought-of-it-first-but-the-new-kid-gets-all-the-credit","status":"publish","type":"post","link":"http:\/\/bprworld.com\/de\/news\/radio-thought-of-it-first-but-the-new-kid-gets-all-the-credit\/","title":{"rendered":"Radio Thought of it First, But the New Kid Gets all the Credit!"},"content":{"rendered":"<p><em>By David Kidd, BPR<\/em><\/p>\n<p><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"alignnone  wp-image-1431\" src=\"https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2019\/03\/DK.jpg?resize=112%2C113\" alt=\"\" width=\"112\" height=\"113\" srcset=\"https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2019\/03\/DK.jpg?w=298 298w, https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2019\/03\/DK.jpg?resize=150%2C150 150w\" sizes=\"auto, (max-width: 112px) 100vw, 112px\" \/><\/p>\n<p>The marketing gurus and data scientists at Spotify have just had what they think is a breakthrough in understanding listener behaviour\u2026.<em>that drivers stay in their car to hear the end of a favourite song.<\/em><\/p>\n<p>\u201cWhat?\u201d I can hear you say\u2026\u2026.\u201dI\u2019ve been in radio all these years and I never knew that\u201d.<\/p>\n<p>And, with the benefit of this ground breaking, earth shattering knowledge, they\u2019ve created a new commercial based on this hitherto unknown concept. Watch it here:<\/p>\n<p><a href=\"https:\/\/www.youtube.com\/watch?v=LIT3Cm0XzqY\">https:\/\/www.youtube.com\/watch?v=LIT3Cm0XzqY<\/a><\/p>\n<p>An article in <em>AdWeek<\/em> described this new Spotify campaign as \u201cincredibly relatable\u201d.<\/p>\n<p>One US radio commentator even made the rather savage assessment of just how out of touch radio programmers and marketers are with their listeners by stating \u201cit&#8217;s a harsh reminder that broadcast radio should have been the ones to create this campaign\u201d.<\/p>\n<p>Well hello! I\u2019m here to DEFEND radio programmers because some people have VERY short memories.<\/p>\n<p>Radio was promoting this very concept decades ago\u2026..here\u2019s an example from 1991! \u00a0Yes\u20261991.<\/p>\n<p><iframe loading=\"lazy\" title=\"FOX FM Melbourne TV Ad 1991\" width=\"500\" height=\"375\" src=\"https:\/\/www.youtube.com\/embed\/2sS5R3M4B1g?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<p>But in the eyes of many commentators, it\u2019s the popular new kid, Spotify, that gets the credit.<\/p>\n<p>Now I\u2019ve got that off my chest\u2026\u2026let\u2019s look at where we are nearly 30 years later.<\/p>\n<p>We\u2019ve all heard great radio hosts around the world whether they\u2019re on a music station or a talk station. You sit there in your car unable to switch the station off even though you need to get to your next appointment. Why\u2026.because its compelling content.<\/p>\n<p>That song that is an emotional trigger for <strong>your<\/strong> station\u2019s audience (the research will tell you which ones they are).\u00a0 The listener is glued to it until the final note. That\u2019s compelling content.<\/p>\n<p>The contest that has great appeal to the passive audience (Secret Sound, Beat the Bomb etc.) \u2026\u2026. that\u2019s compelling content.<\/p>\n<p>Compelling just doesn\u2019t apply to the overall content on your station \u2013 personalities, music, promotions\/contests.<\/p>\n<p>It also applies to the way you <em>market your station<\/em> both on air (promos) and externally (TVC\u2019s, outdoor, digital, press).<\/p>\n<p>Are you focusing on the most COMPELLING content\u2026..the bits that keep the listener glued to their car seat\u2026..or are you putting together a \u201cbest of promo\u201d for this morning\u2019s breakfast show just because you need to update it daily?<\/p>\n<p><em>Compelling<\/em> has been defined as <em>\u201c<\/em><em>evoking interest, attention, or admiration in a powerfully irresistible way\u201d.<\/em><\/p>\n<p>Synonyms for the word include \u201centhralling, powerful, captivating, gripping, fascinating, irresistible\u201d.<\/p>\n<p>Use these definitions\/synonyms as the filter for determining not only how compelling the overall content is on your station but also whether you are <em>promoting <\/em>your station through content that actually is compelling\u2026\u2026or is it content during which the listener has already closed the car door halfway through the talk break\/song.<\/p>\n<p>Remember, the stakes have been raised\u2026there are new players in town\u2026.and many media commentators always like the shiny new toy.<\/p>\n<p><em>And as always, when in doubt\u2026.ask the listeners what they think of the content! <\/em><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>By David Kidd, BPR The marketing gurus and data scientists at Spotify have just had [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":1812,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1811","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorised"],"acf":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2019\/09\/action-adult-blur-620335.jpg?fit=5760%2C3840","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts\/1811","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/comments?post=1811"}],"version-history":[{"count":5,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts\/1811\/revisions"}],"predecessor-version":[{"id":1817,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts\/1811\/revisions\/1817"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/media\/1812"}],"wp:attachment":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/media?parent=1811"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/categories?post=1811"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/tags?post=1811"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}