{"id":2215,"date":"2020-05-29T12:20:52","date_gmt":"2020-05-29T02:20:52","guid":{"rendered":"http:\/\/www.bprworld.com\/?p=2215"},"modified":"2020-05-29T12:20:57","modified_gmt":"2020-05-29T02:20:57","slug":"these-interesting-times","status":"publish","type":"post","link":"http:\/\/bprworld.com\/de\/news\/these-interesting-times\/","title":{"rendered":"These Interesting Times"},"content":{"rendered":"\n

By Peter Don, BPR<\/em><\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

For a while the business of radio virtually stopped \u2026.  The impact of COVID and lockdown on radio\nadvertising has been almost universally negative. By contrast radio listening\nhas been stronger than it has been for years in most cases.<\/p>\n\n\n\n

Various surveys and supported by anecdotal evidence have shown\nthat the enforced lockdown has brought radio back into focus for many people –\nincreased listening generally – both for information and music stations.<\/p>\n\n\n\n

Time shifting with later starts to the working day – without a\ndaily commute – later and longer breakfast\/morning shows<\/p>\n\n\n\n

More time at home  – longer\ntime spent with radio during the day.<\/p>\n\n\n\n

Music streaming increases BUT radio streaming increases more.\nPodcast listening increased but now patterns of listening and subject choice\nreturns to a more normal pattern \u2026<\/p>\n\n\n\n

So what have you done to prepare to the return to more normal work and importantly listening patterns?<\/p>\n\n\n\n

‘Listeners have rediscovered radio. <\/strong>

Radio delivers what listeners need – information, company and stimulation. <\/strong>

Radio listening increased in almost all markets and countries.<\/strong>‘<\/p>\n\n\n\n

The COVID period has provided a great opportunity to refresh and\nrenew at all levels.<\/p>\n\n\n\n

Starting Over post-Covid; New radio stations have the advantage of being new and fresh – that \u2018new station\u2019 smell is appealing – think about how you can refresh and recreate focus and excitement.<\/p>\n\n\n\n

Clear the Clutter: MARIE KONDO captured the imagination of most of the world with her approach to de-cluttering, be ruthless,, and get rid of what you don\u2019t use. The radio version means focus on the core idea for your station & brand – particularly any promos and positioning messages. Throw out what you don\u2019t need. <\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

What\u2019s the big idea; has this been lost or diluted over time? The\nsimplicity of the message may be compromised with too-long or too many\nconflicting or confusing messages.<\/p>\n\n\n\n

Do you need to need to modify or evolve the message to reflect the new reality – you can evolve but can\u2019t contradict what you represent.<\/p>\n\n\n\n

\u201cWhen you try to be everything, you wind up being nothing.\u201d<\/strong>
Al Ries, <\/strong>Positioning: The Battle for Your Mind<\/strong><\/a> <\/p>\n\n\n\n

Programming should support core values- what is your USP –\nimportantly what is your advantage .. \ndefend your strengths – attack the opportunities that may have been\noverlooked. <\/p>\n\n\n\n

Are your brand offerings consistent with the core brand message –\nif you run digital streams under the main \u2018brand\u2019 or station name – do these\nmake sense?  A rock station may be able\nto stream different versions of rock – New, Classic, Alternative etc, however\nother formats may send mixed messages if digital or streaming options are not\n\u2018on-brand\u2019.<\/p>\n\n\n\n

Podcasts that carry your brand should also be consistent with\nbranding and brand positioning. <\/p>\n\n\n\n

Innovate; what can you do that you haven\u2019t been doing up to now – what\u2019s happened while you\u2019ve been in lockdown, what does the \u2018new\u2019 version of your station sound like.<\/p>\n\n\n\n

What is your advantage?\u00a0 Defend your strengths – attack the opportunities..<\/strong><\/p>\n\n\n\n

Once again Ries and Trout have a view on that \u201cThe\nbasic approach of positioning is not to create something new and different, but\nto manipulate what<\/em>\u2019s already up there in the mind, to retie the connections\nthat already exist.\u201d<\/em> <\/p>\n\n\n\n

MORE with LESS: personnel changes stand-downs and redundancies may mean doing more with less – focus is the key.

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

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