If the case cane be made that IBM should podcast – what excuse does a radio station have for not doing it?
We research songs – callout and auditorium.
We research perceptions and images within a market context.
We do format searches.
We poll with webpolls and telephone – questions about radio usage and habits.
And Smart radio stations have built loyalty clubs (or databases for you researchers) and continuously use them not only to deepen the connections with listeners – but also to keep an ear to the ground for the dreaded “creeping dissatisfaction”.
And then there’s Arbitron with their little diaries.
This is the state of radio research in 2006.
I think it’s pretty safe to say that any innovation that could have been gleened from these tried and true methods has pretty much already been . . .uhh, gleened.
In other words – these are great tools to find out how well what we’re already doing is working. But we’re probably not going to get many new ideas from them.
The one thing about radio research that that always distresses me – is that it removes radio from it’s proper real life context.
We take people out of their cars, homes and places of work, away from their radios and how they actually use them, bring them into a room with other strangers and ask them questions about how they used the radio when they’re back in real life.
The research we’re NOT doing is empirical research. We’re not actually out OBSERVING how people use radio – IN THE CAR, AT HOME, AT WORK.
Take the example of Bank Of America. Not unlike radio – there really hasn’t been anything NEW in financial services for decade.
So when Bank Of America wanted to find ways to increase new accounts – they didn’t JUST bring people into conference rooms to ask them “what would make you open a new account?”. They went out and OBSERVED what REAL people do in REAL life.
What they discovered was how many people were rounding checks up to the next whole dollar. Coupled with the complaint that many people just didn’t know how to save money, Bank Of America created dozens of “products” tested them and kept the best – which is their Keep The Change Program. Use your debit card for everyday purchases and they round up the amount to the next highest dollar and stick the difference into a savings account.
The thing is – it’s not an idea they would have come up with sitting around with a focus group or pouring over reems of data. It took actually SEEING people in their normal lives.
We may think we already know how people use radio (we have the diaries!) -and perhaps PPM will bring more info – but I’d love Big Radio to put some money into the kind of research that actually observes people using AUDIO ENTERTAINMENT. How, why ,when, where.
I’d love to see how, when and why people make the choices they do WHILE ACTUALLY MAKING THEM – and not answering questions about it 12 hours later sitting in a fluorescent lit room with 15 strangers.
Wall Street Journal covers the new stars of New Media – podcasters, videopodcasters, MySpace celebs etc…
While I rarely post anything without commenting on it – there’s a lot of info here so I’ll let it stand alone for now.
From FMQB I learn that the next wave of publicity for HD Radio begins in 50 markets on Monday July 31st.
You can sample some of the audio creative here.
I only had time to listen to a few of the 25-54 mainstream styled spots and I have to say I wasn’t nearly as disgusted as I was with the “Are You Def Yet” stuff.
A few spots actually went right to the benefits!
My concerns were NEVER with radio’s ability to hype the shit out of HD Radio . . . . rather with HD Radio’s ability to actually live up to our hype.
Ultimately – listeners will tell US if it’s really the coolest thing ever.
There are lessons applicable to so many fields of endeavor in this photo I’ll simply leave it to you to generate ones relevant to you.
btw – just a personal aside – neither Robert or Cynthia have enabled trackbacks on their blogs. I’m not sure why.
This little bit of news announcing the Sony’s widely popular Playstation Portable now accepts RSS feed enclosures for video podcasts and blogs got me thinking.
With the internet channel open to anyone to deliver any kind of content – why should radio limit itself to only producing AUDIO?
Radio seems largely content to sit on the podcasting sidelines because it’s “can’t podcast the music”.
So . . . nothing is stopping us from videocasting. Morning show stunts – man on the street bits at big station events – MAYBE WE EVEN CREATE ORIGINAL VIDEO PODCASTING IDEAS? GASP!
It’s another dimension to extend the station and personalities brand BEYOND the radio – to engage listeners in another way.
It may not “move the Arbitron needle” in the same “direct” way “30 Trips in 30 Days” might – but it HELPS greese the skids to make moving the needle easier.
What if the station video podcast the actual 30 trips in 30 days trip? A handful of 5 minute episodes posted on the station website so that everyone who didn’t win can get a taste of the fun.
Decent Video cams can be had for less than $500. Digital video editing and production is free with every mac – and countless other options on the PC.
Digital video online is becoming bigger than digital audio. Radio shouldn’t sit out.
Stogy CBS News kicks off it’s first network newscast developed specifically as a podcast, a 5 minute daily little ditty called iCast.
Then listen as a guy who sounds like he fell out of the You Don’t Know Jack video games gives you news with tude.
“This podcast is aimed at a younger audience,” said Harvey Nagler , vice president of CBS Radio News, in announcing the new project. “It will most definitely change the way you think of CBS Radio News.”
I’m trying to figure out which is more embarrassing.
CBS News trying to pull off the young hip thing – or dad listening to hip hop in the car.