There was a point this summer when my keyboard got quiet. I had simply tired of writing about the way things were in radio.
Memories of the great jocks, fun stations and the way we used to do it.
Tired of the conversation from radio people that want it to go back like it was.
During that time I became heavily focused on digital media and specifically how we can use the tools to communicate.
Now my thinking is focused on where things are going in all media.
It is going to be very different from the ‘good old days’. These are likely to be better days. Way better.
The occasional story about a great station or jock will pop up here. But the conversation within our industry must change.
Like it or not radio and all media are changing. There is no choice. Technology is the reason.
Technology is changing the way we live, how we use our time, and what is available to us.
We once thought of ourselves as ‘radio people’ or ‘TV people‘, now we are now simply in media. The web changed how we do our jobs and more importantly what those jobs are today.
A person who concentrated on audio must know about written content and video. Radio news reporters now produce video pieces for their websites. The lines have blurred.
Here’s the big one. Narrowcasting will replace broadcasting.
The day of programming to the masses is going fast. Programming to highly focused niches is already here.
Narrowcasting won’t kill off broadcasting this year, but the future will be more about highly targeted content than what appeals to the masses.
Some would argue that cable networks have started this trend. Fox News serves a niche. It is not intended to be the news channel for everybody. Those that like it, love it.
The History Channel, Cooking Channel and even ESPN are narrow in approach. But they are almost ‘mass appeal’ narrow.
This is about being much more narrow. Very narrow. Instead of the History Channel, it might be Civil War Battles, or Civil War Songs, but not covering everything about the war.
A transmitter is no longer needed to reach an audience. And anyone can start a media outlet from their laptop using audio, video and written word. This content can be distributed numerous ways on the web.
A pod cast created in your basement can have a larger audience than your local radio station with interesting new sales opportunities.
Narrow your focus and program to people who are highly passionate about a subject. This is about gathering your own ‘community’ interested in what you have to say.
Topics that aren’t found in mainstream media defined as radio, TV, newspapers and major websites.
A audience of dog lovers devoted to Pugs is probably small within your town. But imagine the number of Pug fans nationally and worldwide.
Your listeners/viewers/readers are as likely to be in Australia as in the town next to yours.
Browse I-Tunes and you’ll find hundreds of programs in a wide range of topics being produced. This shouldn’t stop you from doing something too.
Find a subject that people are passionate about, and go for it.
The web is big. But keep your focus narrow.