A number of digital thought leaders and disrupters were on hand last month at radio consultant Mark Ramsey's day-long "ideas festival," Hivio, in an effort to convince radio executives that their future lies in digital.
For Ramsey, some of radio's core attributes are all too easily replicated elsewhere, such as passively providing listeners access to a background soundtrack of their favorite music. Other attributes, like giving listeners a sense of belonging and community, companionship and star access are more unique, he argued.
And as many local newspaper and television executives have heard repeatedly in the past few years, strong local content is absolutely key.
The thing about compelling content that makes it worthwhile is its scarcity," Ramsey says.
But in an industry rampant with automation, homogenized playlists and diminishing local DJs, is compelling local content still a value proposition that radio can offer?