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/