If you spend enough time in the world of podcasting, you'll eventually run into Podcasters who like to trash commercial radio. I agree that commercial radio has its problems, but it also has something to teach us.
The radio business has been viable since the early 1920s. Even though every decade brings a new technology that will supposedly destroy radio, it survives. We can learn from that. Radio will change, just like all media has had to change over time. Radio broadcasters are realizing that podcasting offers new ways to connect with listeners. And radio is jumping onto the podcasting bandwagon. So far, radio's attempts at podcasting are about as successful as podcasters' attempts at radio. Once again, there's something for everyone to learn here.
Radio faces some real challenges. There's no doubt that the FCC's decision to eliminate cross ownership rules has hurt competition and quality. Four companies control 90 percent of all radio advertising revenue and beam their programs nationwide. This lack of diversity is one of the reasons that podcasting is catching on.
But the fundamentals of the radio business are still solid. Advertising-supported models still work. And while they're still not great at it, radio stations are more adept than ever at connecting with their audience. Eventually commercial radio will fully embrace podcasting, just as they came to embrace the Web. And this last point is important, radio is, or will be, competition for podcasters' audience and revenue. Rather than simply branding radio as "evil," we need to learn from it. I study radio's creative, technical and business elements and borrow what works.
As podcasters, we can learn from radio successes and failures. If your community has a local number one radio show, listen to it. Analyze what makes the show a hit. And then see if there are ways to incorporate the same general approach as you create your own podcast.
If you're doing something unique and compelling, and if you have a unique voice, your content will always have a place in the world. Radio isn't evil any more than podcasting will be evil when it's replaced by the next new cool thing. Content and message matter whether they're delivered on radio or in a podcast. Focus on that, serve your audience, let radio teach you what it can, and don't worry about evil. Good always triumphs in the end.
For more on podcasting, visit my site PodcastingTricks.com
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