Radio Ink’s just concluded Convergence 2010 might better have been labeled Digital Media Collision 2010. For any media exec it’s a confusing, long list of platforms and ideas to evaluate and sort through– social media (and all that entails), texting, streaming, mobile…and what is RadioDNS and will Jelli become the equivalent of ‘all-request’ radio shows…? And…how do you make buck with any of it?
One attendee – a notable broadcast group head – told me that it was overwhelming. “How” he asked, “do you sort through all the advice, ideas, new products and technologies?”
Not being a group head – I don’t have to answer the question. But I do have some thoughts:
1) Build a platform – almost media agnostic. Focus on one question: How do you help your clients sell more products and services? Work from there…
2) Experiment– if a journey begins with one step, then make the first step.
3) Screw up. Be comfortable with some failure and even budget for it.
4) Be strategic – which is vague, I admit. A newspaper streaming a jazz format because the publisher loves Kenny G isn’t a strategy. Developing neighborhood streaming radio stations around a newspaper does make sense.
5) Sell it. Charge something for your digital products…something. And don’t let clients cherry pick your menu. It’s tough to do…but you will set the expectation for years to come if you don’t properly position your media. And even more, you’ll compromise your client’s campaign effectiveness.
6) Avoid black holes. Many digital marketing tools are endless amounts of work for little incremental revenue. Evaluate early and often.
For anyone there – or just with other ideas, let me know.
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