I often cite a blog I follow that is written by media researcher Mark Ramsey. He quotes quite a few marketing "gurus" and their takes on the business of radio and other media. Some are better than others. Some are unrelated to rapid technological change or are only peripherally relatable to media.
But in one of Mark's most recent posts, he quotes from an interview he did with marketing consultant and author Tom Asacker, who, in a few sentences, may have given the most profound formula yet for a radio station intent on attracting a large audience:
"You can't create larger audiences by trying to create larger audiences. You can only create larger audiences by trying to get deeper with smaller audiences.
"You can't create larger audiences by trying to create larger audiences. You can only create larger audiences by trying to get deeper with smaller audiences.
Think about how to get deeper and make more relevant, valuable connections with individuals in a culture or a subculture.
Don't think about audience size. Think about the depth of the relationship and how important it is and how valuable it is. The more you do that, the bigger the audience gets."
Amen!
I am convinced that the more choices people have for their entertainment, information and virtual companionship, the more they will gravitate toward those sources with which they can identify, feel a part of, while becoming a member of a community with similar likes and dislikes. It goes back, too, to my continual braying about how radio listeners, TV viewers, Internet surfers, book readers--all users of all media--are looking primarily for companionship. For a shared experience. A shared experience with someone with whom they feel comfortable.
It's as simple as a morning dee jay saying, "Gosh, I know how you feel after the (home team) lost the big game last night. Here's a song I pulled out of the stack, just for days like this. It made me feel better. I hope it does you, too."
Don Keith N4KC
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