What's Next?

Yes, we are all scrambling to magically keep one step ahead of the world and deal with the changes that accompany each new generation. We might even lose sleep over the fact that no one has a crystal ball (at least not one in HD) to tell us where tomorrow's revenue will come from, or what to do now that we have trimmed the last of the fat from our budgets. So now that we've taken short-term action to shore up the castle walls, what can we do next?

First, don't panic.

Second, in your daily scramble to get that client on the air, take a beat and remind yourself that a big piece of what we do is deliver content. Think of yourself as a media station instead of a radio station and ask yourself if you're truly ready to get compelling stuff on new technologies, or if you're just repackaging what you have been doing for years.

Decide that content needs to fit the technology it uses, and shock yourself into believing that most technologies "in development" are already here. Even if you think you have a handle on technology trends, take your engineer to lunch and ask him to tell you something you don't already know, and while you're at it, find out about the next Society of Broadcast Engineers meeting in your area and plan to attend.

Also, seek out your telecommunications vendors or a large business in your area and ask them about any new initiatives in their company. Finally, talk to your children or a niece or nephew, as well as an older family member and watch them use technology. Look for their unmet needs and see what deliverable content will improve their experience -- especially if it comes from your station.

Once you have exhausted yourself doing all this, think about tailoring content for technology. Allocate resources to develop content ideas that will position your station to exploit developing technology when it arrives... then pounce on it with vengeance when it becomes available. Not only will you open new revenue streams before the other guy, in your clients' eyes you will be the media expert and get a nice credibility boost. Just remember that to be successful you need to match meaningful and useful content to the technology it is delivered on.

Third, go to school. Schools are experts at capturing an audience and delivering content. Make time to talk with your local schools about learning technology in the classroom and educational methods; you may find some valuable ways to deliver compelling content over existing technology. Talk to teachers and students in the classroom if you can, and see what their wants and needs are. Then, as an added bonus, make the connection between their needs and your station and tell them about it.

During your visit, talk to the principal or chief disciplinarian. Find out what problems the school is having, if any, with iPods, cell phones, IT or other technology. This will give you an insight into how students really interface with technology and media. Use your observation cues to develop relatable content and delivery methods. What their technology habit is today will be everyone's media habit tomorrow.

Fourth, invest in local talent. Grow people who know your market and can easily relate to your area. Not only will you build a dedicated staff, but you may save money on payroll, too. You will find a veritable smorgasbord of talented, capable, entry-level minds at your local college who will eat up opportunity and may well direct you to some new business in the process.

By the way, this unrealized resource can help you identify technological shortfalls in your operation. Young local talent is not only a low-cost, dedicated employee, but also a front-line participant in the world of emerging media and change. Schedule time to get to know these people and listen to their needs and thoughts. If you listen closely, you will get answers about what to do with your station today that will keep you competitive tomorrow, no matter what demographic you serve.

Fifth ... this may sound cliché, but healthy organizations really do offer something that the other guy's don't. Develop creative advertising that can only be found at your station. Offer "sexy" new advertising products that give the appearance of greater exposure to finicky clients. For example, in addition to a standard commercial flight, you might offer the client a sponsorship of a broadcast hour. Without deviating from your clock, give the client a chance to work with your programming staff to tailor permissible content.

Keep your focus on being listener-friendly, and have the client provide some relatable info, like a locally relatable history, or "did you know" facts about the business which your talent can use during the hour's breaks. This will help you relate to the listener, keep programming intact, showcase your commitment to the community, and tell the story of your client better than any :60 spot. You can even sell the whole morning show (perhaps with spoof spots) or do this with automated programming as well. Not only will you earn a few extra dollars, but it will also give your clients more ownership in the fun part of your station's business, which will bring them back for more.

Sixth, offer free technology clinics at local expos, colleges, conferences or home shows. Have your resident IT person teach about things like cell phones, HD radio, copyright, and the less-known differences between audio file formats and related material. If you haven't got someone who can do this on site, hire someone. Also, have them offer free computer help or advice as a courtesy of the radio station.

If you're at a show, roam and see what technologies or services you might monetize or at least "click" into. You might even find some new clients among the many vendors (if vendors are there, they want to advertise in your area). If you just can't find the resources to provide this service, develop a trade arrangement with the local computer repair shop to provide service under your stations' banner.

Seventh, accept that sometimes going back is going forward. In this post-Telecom Act of 1996 world, we may occasionally become focused on people in our immediate circle instead of thinking about people we never meet, but use our product. Just as the patient is the ultimate focal point in a hospital, the listener (or media user) is the ultimate focal point in our industry.

Don't fall into the trap of thinking that listeners will forgive us for the short cuts we take while trying to make a profit. We really do jettison a few P1s every time we fail them in some way, and they are much more likely to relate a negative experience than a positive one. Be the place that people go to for service and keep in mind that too many shortcuts can seriously diminish your credibility capital beyond recapture. You know you will truly have mastered this concept when your listeners become your clients.

Finally, remember that exploring the world can't hurt you, so make some time to do some unconventional research. It can only help you better understand where you are today and help you prepare for tomorrow.