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Earlier this year, Latitude set out to understand audiences’ evolving expectations around their everyday content experiences—with TV shows, movies, books, plot-driven video games, news, and even advertising. We began by speaking with leaders in the emerging “transmedia” space to investigate the challenges and the opportunities that today’s storytellers are encountering.
“Will you talk to me?”
I mean, one-on-one?
As a practitioner of consumer research, I’m not foolish enough to believe that one conversation with one listener represents a fact, but it does represent a story. And the sum total of all listener behavior is the sum total of those stories. So if you don’t start asking for stories, you’ll never understand why people do what they do, and God knows the ratings will never tell you...
Don’t advertise your company or your products anymore… just tell the world inspiring stories on social media that make a difference and that engage and stimulate good conversations.
Don’t market yourself to tired workers and jaded consumers anymore… just tell them touching stories that put them to bed with a smile on their dial. Entertain and delight them!
Don’t spruik your successes and your achievements anymore…try blowing someones else’s horn that has run out of breath.
Via Gary Hayes
PRX is excited to announce the Global Story Project. This is an open call for great audio.
We’re looking for really groundbreaking and gotta-keep-listening stories — long-form works, segment length pieces, and reversioned materials — about people and situations outside of the U.S. that will help American listeners better understand the rest of the world.
Gaining trust is everything when it comes to persuasion. And when you are the one trying to gain trust, credibility is influenced by many other factors besides what you think of yourself or an endorsement by a credible source.
Thinking of your brand as its main story character with a cause or a reason for being, one that goes beyond the profit motive, can open up new, more creative alternatives for advertisers than the old standy "brag and boast" form of persuasion. Instead of being the hospital that brags "excellence is all around you," perhaps an association with the value of excellence as a worthwhile pursuit in life, let alone health care, would be a more effective appeal. Instead of being the brand that cites some statistic about customer satisfaction, perhaps an association with the shared value of people caring for other people would render greater trust.
The key for radio isn’t to imagine a world that needs more radio, it’s to imagine a world that needs more compelling content and more ways to play with that content across each consumer’s social graph...
Radio’s challenge is not to adapt its legacy technology for new devices, since this requires consumers to demand those devices because of that technology (look how well that worked for those HD table radios). Its challenge is to create content that demands attention and nurture that attention across platforms and devices where consumers already spend their time.
So begin by asking these questions:
1. How can we divide our content into chunks – mini-brands, where each chunk is its own attention magnet (if this sounds like it favors morning shows, public radio, talk radio, and sports, that’s no accident)?
2. How can we make each chunk as compelling and attractive to an audience as possible?
3. How can we inspire fans to share their passion for that content across all available platforms – the ones where consumers already live and the ones consumers already want to use?
4. How can we extend each chunk – each mini-brand – in an organic way that maximizes both consumer involvement and revenue, no matter what that extension looks like and whether or not it is “radio”?
5. What is the monetization strategy which links all these pieces together?
Stop playing defense, radio.
Start playing offense.
Read full article here : http://www.markramseymedia.com/2012/04/is-radio-losing-the-war-for-attention/