Wednesday, April 22, 2009

Nine major media trends...scary stuff if you own stock in "broadcasting" companies!

People who regularly follow this exercise in egotism must think I have an unhealthy man-crush on media consultant and researcher Mark Ramsey. I don't, but I do have a powerful crush on his ideas. He has posted a video on his website of a presentation he recently gave to the Gospel Music Association that is as clear and concise look at the state of "broadcasting" these days, and some pithy comments from Mark and some other very smart people about where things are going. Just the demo of a forthcoming app for the iPhone should be enough to scare the bejesus out of anybody whose future is tied to over-the-air media...a business we once called "broadcasting." (I will henceforth and forevermore put that word in quotes because there is no longer such a thing as "broadcasting," regardless of what Arbitron, Nielsen and media outlets try to tell you. Listeners/viewers are now "tribes." Advertisers want "tribes" who seek their product or service, not a mass of disconnected and dissimilar eyes/ears. Doubt it? Ask magazine publishers, major daily newspapers, and network TV!)

If the video is no longer on Mark's main website page, just look in the archives for a post titled 9 SECRETS TO RADIO'S DIGITAL TRANSFORMATION. The video is toward the end of the post and takes about 45 minutes to view. But if you care about where media is going, if you don't understand that "broadcasting" is now "tribal management," if you have the keys to a "broadcasting" facility, then you simply must hit "Play" and sit back and watch.

Not since Todd Storz had a revelation--watching people in a diner spending money to play their favorite songs over and over on a jukebox--and invented Top 40 radio has "broadcasting" been so much in need of re-invention. If we continue to allow cost accountants and Wall Street analysts to dictate what it takes to run media outlets, then those who are so heavily invested in them are about to take a long, hard fall.

Frankly, it is difficult to feel sorry for them.


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