Love the one you’re with…

“If you can’t be with one you love, love the one you’re with…” 

OK…Stephen Stills was a little opportunistic but you can’t fault his pragamatic solution.  And advertisers fling with social and new media is fabulous, but where do they turn when then want results.  TV.

For the past few years, if it weren’t for bad news there’d be no news at all in TV and radio. Both media have been pundited (a new verb?) to the curb just under the trash hauling signs.

Mr. Stills in his youth

But the pundits don’t buy media – and TV has been back strong lately – CBS TV just reported being up 31% – and even radio ain’t doin’ badly.

So for all the new media blather – social media explosion and tombstone carving going on – a funny thing happened. The clients needed results NOW and know that TV and radio have the power to deliver.

It’s that simple.

Fast, relatively cheap and easy to implement.

How’s that working for you Bucko…?

It’s a real Dr. Phil moment. For a decade – that’s 10 full years and then some – radio and TV have been trying to develop real revenue from ‘new media’. Cue Dr. Phil….”How’s that working for you…?”

Few would argue the answer is ‘well’.

The  new media explosion has largely passed tra

New Media Technology in 1954

ditional media – search, SEO, social media, Craigslist and blogs all exploded and largely left radio and TV playing catch up. Certainly, in terms of making a buck at it.

At core, the Convergence model – using traditional media to drive traffic to interactive experiences – has largely been a cultural and sales train wreck.

First the new features we offered clients quickly became a value add…just like the ‘hey we’ll do a remote…or a movie giveaway’ used to be. So radio used the net tools to maintain business, not build new revenue. As a result, the programs were sloppily executed and everyone got wet ‘pissing into the wind’.

A good buddy of mine is scrambling to build vanity sites for a radio groups clients because they’ve so over promised their own website inventory.

Secondly – this new media is a TON of work – both technical and management. The flood of different platforms, small incremental revenue dollars, lack of scalable expenses and soaring expectations from clients push many operators to simply throw up their hands. “Let’s just play the hits and ride this out…”

But – just as Dr. Phil dispenses some good advice – some radio and TV stations are making some real progress and we’ll be exploring some better ideas and success stories this week from Radio Ink’s Convergence Conference in San Jose.