Second Blog...pretty original, huh?

In an effort at complete disclosure, I need to note that I work weekends for Cox Radio Tulsa, that my opinions are strictly mine, and do not in any way, reflect the views, policies, etc. of the fine Cox Radio, Tulsa people, so please don't fire me. Nor is this blog a reflection of the views of my PMG partner, or my associates at my ad agency, or my lovely wife and dogs.

I recently had the opportunity to attend a seminar on the "new media." As someone who has been in the "old media" for many a moon...my first chief engineer was Marconi and we sometimes broadcasted by smoke signals...and yes, I used to cue up 45's, I was amazed. On-line social networking, blogging and message boards, along with gadgets like twitter and flickr, could become wonderful tools for radio as a way to reconnect with listeners. Its no secret that weekly radio listenership is down to 78% of adults from 97% not that long ago.Many in the industry will say that the multiplicity of media outlets and delivery options have caused the loss of listeners. No doubt. But that doesn't tell "the rest of the story." The product simply doesn't perform the way it used to. The local content, the intimacy, the uniqueness, those were the reasons audiences were engaged. If you did it right, listeners felt as if they knew you, that you had a vested interest in their lives, that you were pals.Today...not so much. Whether deregulation, consolidation, McRadio, whatever, the fact remains that listeners aren't engaged. That's where on-line social networking comes in. It's a great opportunity for dialog between air personality and listener. Q&A, FAQ's, polling. Its an opportunity to find out what a stations' most loyal (P1's) are thinking.The question is whether radio can turn the ship around to take advantage rather than try to compete with the new media. Your thoughts are welcome.