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Most of the messages we’re receiving about COVID-19 focus on what’s happened in the past and what’s happening right now. Research Director, Inc. has compiled a recovery toolbox that will help radio take steps to increase revenue into the future as we begin to approach a “new normal.”
To say that “times they are a-changin” would be the grossest understatement of the last 20 years. Even before the pandemic-inspired shutdown strangled our economy, business as usual had been disrupted. Likely forever.
What the pandemic has probably accelerated is the dramatic rise in online shopping. While Amazon certainly created the category, we have reached a point where anything you want can be delivered to your front door.
This does have dramatic implications for radio. And it all comes down to a quaint term – customer service.
Clearly the COVID-19 crisis has changed people’s lifestyles and therefore their radio listening. In coordination with Cornerstone Research (XTrends), Research Director, Inc. has been tracking changes in radio listening in PPM markets. The shift in listening has been incredible.
Former Arizona Cardinals coach Dennis Green once uttered one of the classic sports quotes: “They are what we thought they were …” In the era of coronavirus-impacted listening, this applies to just about every radio station.
Before the FCC loosened their ownership limits, broadcasters could only own two stations (one AM and one FM) in a given market. At that time many markets had local market groups to help the radio broadcasters in their market.
Organizations like the SCBA (Southern California Broadcasters Association) were vital to the success of our industry on a local market level. While many of them had the primary duty of promoting radio to advertisers, they did so much more.
