ClarkSmidt.blogpost

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