Streaming music platforms are getting a lot of attention lately. Pandora’s been growing its audience at an impressive rate, MOG, rdio and others are getting funding, former radio personalities are showing up on Internet radio, and lots of folks are talking about it.
It’s a groundswell that started, like many do, as a teeny tiny trend that many folks said would never take off. Back in 2003 when I started Net Radio Sales (now Katz360), the other guys were starting RL Radio (now Targetspot). Arbitron was shutting down its streaming measurement platform (called Measurecast). And revenue was tough to come by.
That’s not the case anymore. Investment money is flowing into online music platforms, and Pandora recently announced a plan for an IPO to raise $100 million. Audiences are growing fast. Targetspot recently told Inside Radio that their revenues were up 75% over last year. The future looks bright and getting brighter.
But all of this seems to have thrown radio broadcasters off of their game. Instead of focusing on their core competencies, they can’t take their eyes off of Pandora or Slacker, or another streaming music platform. Don’t get me wrong, there’s lots to like about those platforms. They can deliver unique personalized streams and targeted ads to registered listeners, and that’s a great thing.
But they aren’t a replacement for broadcast radio. They’re not local and their not personable. They’re not…human.
In developing their online streaming presence, Radio broadcasters should focus on the human aspects of their programming. Concentrate on talent, news, and excellent programming. Not programming for the highest cume, but for the happiest and most engaged listeners. Interact with those listeners in meaningful ways, and give them ways to interact with the station and each other. Create fun and interesting blogs, side channels, Twitter feeds, Facebook pages that listeners can love. And please, register those users.
Stop thinking about what Pandora is and trying to be that, instead think about what they aren’t and play that card…