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Month January 2011

Five Trends for the Future of Radio

Jim Kerr at Triton Digital Media put together five trends that he sees emerging at the convergence of traditional methodologies and digital extensions. The one that I find most compelling from where I sit was the first on his list:

1. Gathering and organizing listener data becomes priority one

While radio has historically been about broadcast, at the center of current digital development, from mobile to social media to streaming to advertising, is the unique user. That disconnect will start to be addressed by broadcasters in 2011. Gathering, identifying, and communicating with radio listeners at a one-to-one level will be the centerpiece of radio’s — indeed, all of media’s — future.

The listener database is going to be critical … If you don’t know who your listeners are, they aren’t going to matter.

I think one of the most critical tasks that broadcasters face is to embrace the ability to drill down to specific end users and tell your story to them, exactly where they live. The days of assuming and estimating audience preferences and tastes are gone. Listeners regularly share this information already with Facebook and other social media platforms. Radio broadcasters need to recognize the strategic value of developing a strong database of listener information and then use it effectively.

Watch or listen to Mark Ramsey’s conversation with Jim Kerr here.

1. Gathering and organizing listener data becomes priority one

While radio has historically been about broadcast, at the center of current digital development, from mobile to social media to streaming to advertising, is the unique user. That disconnect will start to be addressed by broadcasters in 2011. Gathering, identifying, and communicating with radio listeners at a one-to-one level will be the centerpiece of radio’s — indeed, all of media’s — future.