{"id":2181,"date":"2020-04-09T12:48:32","date_gmt":"2020-04-09T02:48:32","guid":{"rendered":"http:\/\/www.bprworld.com\/?p=2181"},"modified":"2020-04-09T13:43:32","modified_gmt":"2020-04-09T03:43:32","slug":"preparing-for-the-new-normal","status":"publish","type":"post","link":"http:\/\/bprworld.com\/de\/news\/preparing-for-the-new-normal\/","title":{"rendered":"Preparing for The New Normal"},"content":{"rendered":"\n

By Wayne Clouten, BPR<\/em><\/p>\n\n\n\n

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A lot has been written about the effect of the Coronavirus situation on\nmedia usage lately, particularly radio. \nAmongst the scramble to identify things of significance one thing is\nbecoming clear.  There are differences\nbetween radio usage in different markets. To assert that a behaviour or trend\nin one part of the World is necessarily representative of another is naive.  A lot of this has to do with how well-established\nradio is and socialised in terms of its \u201ccontent position\u201d within a market.  Where radio is more than music or is\notherwise well established in the psych of the community, radio listening\nappears to be gathering momentum.  Where\nradio is not so well established or is fundamentally just about music then the\npicture is not so rosy. <\/p>\n\n\n\n

At present a lot of radio station operators are asking the question, \u201cis\nnow a good time to be conducting research or should we wait until things are\nnormal again?\u201d<\/em><\/p>\n\n\n\n

It is a very good question.  It is\na difficult question for a research driven organisation like BPR to answer\nwithout appearing driven by self-interest however logic should not be denied\njust because it may be uncomfortable to express. So, at the risk of being accused\nof self-interest let\u2019s explore the argument for research. <\/p>\n\n\n\n

The problem with waiting for things to \u201creturn to normal\u201d is that there\nis strong evidence things won\u2019t return to \u201cnormal\u201d. Laurence Fink the head\nof BlackRock, the World\u2019s largest fund manager recently forecast that he\nbelieves that the world\u2019s economy will be forever changed as a result of the\nCoronavirus issue.  Consequently, it is likely that attitudes and\nbehaviour will also be fundamentally changed concerning many things when this\nis all over. The longer the Coronavirus Pandemic goes on for, the more\nsignificant those changes will be.<\/p>\n\n\n\n

In markets where radio usage is going down there are some important\nquestions that require answers. What does that tell you about your content?  In a time of significant crisis your\nlisteners abandon you?  What does that tell you about your business model?  Yes, you have a great business model as long\nas the world is unicorns and roses?  <\/p>\n\n\n\n

A key issue in not knowing why people listen or don\u2019t listen at this\ntime of crisis is not understanding how you can optimise for the new\nenvironment.  What could you be doing\nthat you are not?  Are you delivering the right content at the right time?\nAre your presenters resonating with your listeners in their time of greatest\nneed? <\/p>\n\n\n\n

The sting in the tail of all this is that what radio does not provide to\nits listeners in terms of content at this time might be found elsewhere.  The threat is that listeners may discover\nthat they don\u2019t need to return to radio \u201cwhen things are normal again\u201d. \nThis is particularly important in terms of how we approach morning and\nafternoon drive content.  With a vastly diminished number of people\ncommuting between home and work and listening in cars, the home for many is now\na live, work & play environment.  Radio\nstations must think different, have a different narrative and measure different\nthings.  Now with more listening in the home (but not necessarily to\nradio) stations optimising for the in-home listening environment is critical.  <\/p>\n\n\n\n

With advertising revenues stressed it is completely understandable why\nstations may not be able to afford research but this does not change the fact\nthat listening continues and your station\u2019s longer-term future may be very well\ndictated by how well you respond to your listeners needs at this time.  It doesn\u2019t matter whether you are in a\nfortunate radio market or an unfortunate radio market there are important\nreasons to maintain a level of insight \u2013 if you can.  <\/p>\n\n\n\n

Habits and attitudes are rapidly evolving as people and communities self-isolate. \nA radio stations greatest enemy right now is arguably the presumption that\nthings will magically return to what they were before the Pandemic.  This unprecedented event we are experiencing\nis the ultimate \u201cstress test\u201d of radio and how important your station is to\nyour listeners.  For some it will be an opportunity to discover how\nresilient their radio station business really is.  Stations that have the\nability to seize upon the opportunity to get inside the head of their listeners\n(and possibly recently lost listeners) at this time will have a significant\ncompetitive advantage in the longer term because they will have a much better\nunderstanding of what really moves the needle.  <\/p>\n\n\n\n

Radio stations that respond well to the changing needs and behaviour of\ntheir listener target at this time will come out the other side of this\nPandemic with stronger brands and listener loyalty.  Those that don\u2019t will suffer a deterioration\nin both brand and listening. <\/p>\n\n\n\n

In 1888 Nietzsche wrote \u201cWhat does not kill me makes me stronger\u201d.  In 2020 we could rightly say, \u201cThe more I know about what almost killed me, makes me smarter\u201d

<\/p>\n","protected":false},"excerpt":{"rendered":"

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