HALF
TIME OVER!
Clark Smidt
– Broadcast Connector July 5, 2016
Ready with your Game
Changer? Personally, July has always been
a big month. I started on radio 50 years ago this month, did my first live TV, joined WBZ, Boston, got the nod
from CBS and welcomed arrival of both son
& daughter!
We check first half stats & scores, review spring ratings, set
the stage for new branding, the fall season, holiday buys and
this massive 2016 largest-ever political
season. Some companies start new fiscal years.
What’s
your strategic plan? Who, where, why and how will you deliver the
message?
Back
in the days of black & white, reel-to-reel tape and the first sounds of FM
stereo, there was less competition, pre-fax communication and Friday afternoons
hand delivering commercial dubs. Now, the web, digital and new shiny objects
have taken over. But, it’s still “The Thought That Counts.” More
accurately: Best Show Wins!
Along
with the Tel-Comm Act, some 20 years ago, media channel bombardment started to
take shape. Plenty of choices and new
ways to deliver. Once again, Radio became
overshadowed…..but survived, again!
TV, 8-tracks, Walkmen, pandamonuem, stupify,
podcasts, U-tube, smart phones all signaled premature demise. Radio lost luster,
EXCEPT, it really didn’t; the spread-sheeters just put creatives into temporary hibernation.
Radio
is still everywhere, wireless and free. COMPELLING
CONTENT makes Radio Vibrant
and Valuable! Up[dating and delivering
that order is our new challenge but the millions
of receivers, listeners, new research and fantastic ROI
are there to prove RADIO IS THE CHAMPION LIVE
& LOCAL CONNECTOR.
Curation
is a perfect term to inspire
superior presentation. The spoken word is
always the most powerful. Adjusting presentation, information, music and personality are no-cost
items. Word of Mouth Wins!
Many
have started before, been more successful and spent longer than I in broadcasting. Conversely, many are
less experienced, terrified of change, need a flashlight to find their way and embrace
the clueless. The good news is that even at 96,
Radio retains its spark. Radio brings
consumers to the web and proves to be the successful
catalyst for campaigns across all
platforms. Radio’s audio delivery principles
are the foundation for all channels. Both commercial & non-commercial Radio have
bright futures with all the new ways to receive, hear and even see what we
produce.
Smart
operators continue to win. When the ad industry reawakens to the contemporary importance and continued
ability to get results, All Radio All The Time Renaissance will prove new,
sustained value. Maybe, Boomers have a
mere 15-20 years left to buy things for themselves, their millennials and
their children. But, in these over-night changing times, there’s
nothing wrong with immediate cash flow and skyrocket
success. Then,
Radio can create perpetual advances in content, curation, imagination and Radio’s New Mass Appeal.
Clark Smidt,
Advisor since ‘82, owner/operator, state broadcast chairman, start-up & turn-around
developer for content and business development.
Connect at 978 470-2120, www.broadcastideas.com
