Items of Concern for Radio [in 2017]

Artists want to be paid by the radio industry for using their music. Advertisers want to pay less, now for an accountable return. The public doesn't want to pay anyone for anything.

Each issue has its arguments which revolve around "business is changing." What to do?
I understand that it's difficult to digest concepts conflicting with the status quo but there's enough data to support the view that our system for distributing news, information, and entertainment has changed. We're talking both ends here; how people produce content to how consumers consume content. It's the latter which has the most effect.

Consumer change is apparent, easily witnessed by scanning how various age groups interact with each other and media. As we ride the Baby Boomers to retirement, to not keep an eye on Millennials (and beyond) is a mistake for the radio industry.

Of concern is this concept of paying artists a performance fee, which is coming to the front-burner again. [Parity is what it's being called for now.]

Radio advertising, as old timers know it, is having trouble breathing. National revenue is replacing local as the lead category throughout the radio industry. Yet, online there are areas where radio hasn't looked. (For all the bellowing of iHeartRadio it's barely a blip among its competitors.)

New business models are needed because it's been proven there's too much content available free online, and not enough "special" in what's being produced as content to make an audience want to pay.

I predict a 5-7 year lag, placing extreme downward pressure on radio advertising between 2015-2017.

Ken Dardis,
November 6, 2012

Can you hear me now?

Wednesday, January 25, 2017      eMail to a Friend

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