The question everyone in the industry is trying to answer right now is this, how do we create content compelling enough to compete in a world with more content than ever when we have less people on staff now to create that content? The answer most people outside our industry, and frankly many inside it, would give is ‘you can’t.’ But, I don’t think that’s correct. I believe there is still a path for radio to create significantly more clickable, shareable content that simultaneously drives more traditional terrestrial listening. Here’s how.

Make sure the last people standing are the right people. Nobody likes lay-offs, even the CEOs of major corporations that people love to hate don’t wake up everyday thinking ‘I hope I get to fire someone today’. I’ve been in radio management since I was a kid so I’ve fired more people than I can count and even when it was for cause I barely slept a wink the night before. But, the mission critical thing for our industry at this pivotal time where layoffs are inevitable is that we do everything we can to make sure the people we keep on staff are the right people. People who embrace and utilize new technology like AI, don’t complain about job descriptions, aren’t just in radio to become famous or be around famous people, don’t just do it for the paycheck, but truly love and have a passion for the business and art of radio. Those are the kind of people who are going to help us all reinvigorate and reinvent radio. The key to paying them a living wage is structuring at least some of their compensation more like a content partnership. This will also give them more incentive to create the kinds of content we all need by thinking like a journalist and capturing it throughout the day.

Then we supplement everything those in-house creators can make with a few strategic partnerships with digital content creators at the local, regional and national levels (depending on the structure of our group). I foresee a lot of groups gravitating toward these kinds of outside partnerships this year and beyond. This is inevitable because the model makes too much sense for both sides. Radio’s facing a content shortage and budget constraints but has millions of listeners. According to Nielsen 88% of Americans listen to terrestrial radio on a weekly basis, approximately 293 million people. Content creators are self-starters, incredibly creative and innovative people who take it upon themselves to create tons of content daily that no one asked them to create. But, they’re in a merit based system where the best are rewarded by slowly building up a following to eventually allow them to eek out a living at it. Radio can help jumpstart that process by identifying those standouts, partnering with them and sharing their content to the masses and cutting them in on a revenue share attached to that content using our sales infrastructure that they don’t have.

What do you think? Have you entered into any content partnerships and if so how has it worked? Comment below or email me at Andy@RadioStationConsultant.com.

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