Radio evolution - ICS - Universidade do Minho

Listening to what people who don’t listen to radioAt the end of the day, implementing a dynamic digital strategy to freshen one's online image andcombining that change with the imperative to increase advertising revenues because one is facing headwinds inone's traditional business units boils down to being more a human resources challenge than a technological one.Without a doubt, the biggest challenge of this sort of undertaking has to do with giving people a chance to provethemselves and contribute. That fact applies to the Brand directors of course but equally to the entire sales forceand the station's management as well as on-air talent who all must now learn to do old things in different ways inorder to fully capitalize on the radio/web synergy.Today, nobody would dispute the fact that the outstanding rise of social networks has provoked a massiveparadigm shift in the advertising industry and has consequently forced traditional media to revisit the way theyconnect their business partners with the clientele that they are seeking to reach. In its Global entertainment andmedia outlook: 2011-2015, PricewaterhouseCoopers writes about the digital "new normal" as now involving"…new platforms and technologies as central brand touchpoints, and using developments such as location-basedmarketing and addressable advertising to target ad content and messages at consumers based—respectively—ontheir location or demographics and interests” (2011b: 2). While digital currently accounts for just over a quarter oftotal industry revenues, its share is expected to account for 58.7 percent of all growth in advertising spendingduring the next five years (PwC, 2011c) a telling indicator of where the action will be taking place.By all accounts, to remain relevant in today's highly dynamic mediascape, radio must rise to the battle ofmindshare, a battle that is simultaneously being fought at the juncture of traditional, digital and mobile fields.Radio, like all of its media competitors be they traditional or digital, must focus on leveraging technologicalpartnerships to engage, grow and retain a higher percentage of their target customers.ReferencesAustralian Communications and Media Authority, ACMA (2009). Communications Report 2008-09. RetrievedDecember 2, 2010 from http://www.acma.gov.au/webwr/_assets/main/lib311252/08-09_comms_report.pdfAdobe Systems Incorporated (2010, October 13th). Adobe Mobile Study Reveals Consumer Preferences forAccessing Consumer Products & Shopping, Financial Services, Media & Entertainment and Travel fromMobile Devices. Retrieved November 7, 2010 fromhttp://www.adobe.com/aboutadobe/pressroom/pressreleases/201010/101310AdobeMobileExperienceSurvey.htmlAstral (2011). Integrated Radio-Web Playbook Sales. Internal document. 79 pagesAstral Radio (2010. September 20). Integrated Radio-Web Playbook. CONTENT. Internal document. 54 pagesCanadian Association of Broadcasters, CAB (2008). ‘Policy Regarding the Broadcast of Hits by FM Radio Stations’,CRTC, Ottawa, Retrieved November 27, 2010 fromhttp://support.crtc.gc.ca/applicant/docs.aspx?pn_ph_no=pb2008-1&call_id=67353&lang=E&defaultName=CAB/ACR&replyonly=&addtInfo=&addtCmmt=&fnlSubCanadian Radio-television and telecommunications Commission, CRTC (2010). ‘CRTC CommunicationsMonitoring’ Report 2010. Ottawa. Retrieved November 27, 2010 fromhttp://www.crtc.gc.ca/eng/publications/reports/PolicyMonitoring/2010/cmr41.htm#n21Canadian Radio-television and telecommunications Commission, CRTC (2009). ‘Communications Monitoring’Report 2009. Ottawa. Retrieved, December 1, 2010 fromhttp://www.crtc.gc.ca/eng/publications/reports/policymonitoring/2009/2009MonitoringReportFinalEn.pdfeMarketer (2010). ‘Online Ad Spend Continues Double-Digit Growth’. Retrieved December 6, 2010 fromhttp://www.emarketer.com/Article.aspx?R=1008087ECREA: ‘Radio Evolution: technology, contents, audiences – conference 2011 | 91