 |
 |
|
Daniel Anstandig,
President/ McVay New Media
Daniel Anstandig is VP/Consultant at McVay Media. His experience includes stints as General Manager, National Program Director, and various on-air stops. Among the clients Daniel has consulted are Clear Channel Radio Interactive , recording artists Jewel and John Tesh, Mental Floss Magazine, The White House Commission on Remembrance, Glencoe-McGraw Hill, Jones-TM, and various AC, Hot AC, and Christian broadcasters around the country. Daniel also serves on the Board of Directors for Radio Conclave.
|
|
|
1. Internet and New Media
This will be the year that radio finally begins to embrace the Internet. Clear Channel, CBS, Regent Communications, and several others now have serious streaming initiatives. New Media will become an important component in any successful radio station's distribution model. Online video, video-on-demand (VOD), and mass digital-customization options are on their way.
2. 12-24 Year Old Audience
There will be much discussion about radio's future as it pertains to young generations of listeners. The industry will come to the realization that there is little direct outreach to listeners under 25.
3. Importance of Talent
USB ports will be standard on car dashboards by 2009. More competition is on its way in the car. Development of talent and gotta-have-it programming will become increasingly important this year. During the coming year, the radio stations that succeed and thrive will be the stations that invest in growing their talent. The substance between the records, which has been ignored by some stations for several years, has just appreciated ten-fold in value.
4. Advertising Integration
We are already seeing creative marketing integration with television sitcoms. Product placement can make or break an advertising campaign in this hectic and cluttered world. Sponsored programming, editorial-advertising mix, and branded features will grow.
5. 24-7 Consumers = 24-7 Media Competition
Caffeine, over-commitment, e-mail, and over-stimulation will continue to turn our society into a world of 24-7 busy-bodies. Americans aren't getting enough sleep, and 2007 will be a year of more sleep deprivation as broadband communication makes everyone more accessible. We will likely see media and internet usage increase between 7PM-12AM compared to past years. This offers new audience and revenue opportunities to radio--particularly online.
6. Electronic Measurement
Diary measurement is crude and antiquated. PPM's debut in several major markets during 2007 will shed new light on the usage of radio. Most importantly, programmers will have more timely and robust quantitative feedback on their station's performance. On the downside, consultants and programmers may be seduced by the speed of returns on numbers. That may cause rapid change on stations that is not necessarily warranted.
|
