Mark Ramsey brings up some very interesting points in the first 48 pages, and I think a lot of what he says is very true, but there are some things that I'm not so sure about, so I'm going to go a little bit more in depth with some reactions to the text.
The very first chapter is about choices, and about how Ramsey believes too many is actually a bad thing. He says the consumer spends more time surfing then they do consuming. He says Satellite radio, which offers hundreds of options, is actually worse for consumers than less choices, but I disagree. I think one thing Ramsey doesn't take into account is how similar choices actually are. Take the radio dial here in Cincy for example, I think we are about 80% rock, 10% Pop, 5% hip-hop and R&B, and 5% talk/sports. Think of how many other genres aren't represented in Cincy Radio. For example, I'm a huge HUGE HUGE reggae fan...but there isn't a single station that plays just reggae, or even reggae and world music. Instead I'm inundated with the same rock music on every station. I distinctly remember working for an installation company after I graduated high school, and hearing "Crazy Bitch" by Buckcherry on 6 different stations at the same time. How is that defined as a choice?
That's why I'm a HUGE fan of satellite radio. I love the choices you have, and it's not surfing that is the problem. I think most people will find about 10 channels they like, and if something comes on you don't want to listen to, or want to listen to something else, its just a matter of pushing a button. Plus listening to satellite gives you a number of options per genre. If you like rock, you can listen to current, adult alternative, hairbands, 90's rock, deep tracks, etc.... and on regular radio, you have "Crazy Bitch" on each station at the same time. That isn't variety or choice.
Another thing I found interesting was Ramsey's conversation with "Branding Diva" author Karen Post to discuss branding radio stations. She says one must understand why you are here, are you there to make money, educate people, etc... She goes on to list a few other things about branding but that comment and that the personality is important really struck a cord with me. Take Bearcast for an example, and take the biggest character in Bearcast as an example.....do you know who I'm talking about? Of course you know, because he is so unique, so strange, so corny, that this particular host, is successful at reaching his audience, and ultimately fun to listen to, and he has a good sense of humour. I think there are a few people in Bearcast who are really good hosts, but I think that the Shrimp is the most prepared to succeed in the field. I say this because he is his own category. Sure there are things he has to work on to streamline his show a little better, but overall, if I was a person looking for a large personality, I'd certainly give him a look.
For a real life example, take a look at Dan Patrick. Dan has great cohosts (the Danette's) that he picks on all the time, and his ego (I think it's a put on) makes listeners really love him. Jim Rome is another example in sports talk, a large character, certainly a unique style, and his fans love him. If you aren't a fan though, you would certainly like listening to Dan more than Romey though. One of the best shows out there is a show called Petros and Money (PMS) and that show works really well because the hosts are funny and both really unique, but compliment each other well. If you have a host that stands out, I think it makes branding a hell of a lot easier.
The other comment was about why you are here, which I sat back and thought about for myself for a few minutes. It is an interesting question to say the least, however, I think it has more to do with passion rather than branding (though I concede that the two must be related in order to be successful). Why am I in Bearcast? Why do I host a hockey show? Why is the purpose of The Five Minute Major? I think the answer to that, is passion. I'm not passionate about radio in particular, I like many different mediums. I think it's an old school way of thinking of only being able to use one medium. Think artists....they typically specialized in one form, watercolours, pointillist, glass blowing, etc... I think its wrong to think "I want to be a DJ" or "I want to be on TV", why can't you do both? Maybe its a sports frame of mind, but I'm used to seeing Kornheiser, DP, Rome, Scott Van Pelt, Colin Cowherd, Steven A. Smith, etc... on radio and TV. Going back to those questions, I think I'm here because I'm passionate about sports. I'm particularly passionate about hockey, and I want to help revolutionize the game of hockey, and make it more accessible to everyone. People may not agree with this, and I understand I'm extremely biased, but in my opinion, it is the fastest, most exciting sport in the world that is the ultimate team game. Why it's not as popular in the southern states as it is in many places in the world befuddles me at this time, but I aim to try and help the game of hockey progress. Thats why I'm in radio, and that's why I'm in Bearcast.
As far as what radio can do to change, this is my take. I think satellite radio is the best form of radio because it offers so much variety, that everyone will find something they like. The problem doesn't lie in subscription fees, because people pay for digital cable, a very similar service for the TV, but I think it lies in the startup costs. You have to have things installed and parts installed in your car and blah blah blah.....sooner than you know, that $14 dollars a month turned into a $250 startup cost PLUS that $14 a month. If satellite aims to be the future of radio, than they need to really look into making it cheaper, and more readily available for more people to subscribe. Think of cable tv, all you need is a cable jack which I think is in all recent buildings and houses (maybe not the older houses). The book says that it's rarely about the price, but I 100% disagree. Sure value is super important, but even if something has value, if it is overpriced, people won't buy it. I was offered FREE Satellite radio for my birthday from my parents. I really wanted it because of the world music, sports talk, and of course the NHL! Problem was I needed more parts than what the guy at Best Buy told my dad. It would end up costing my parents $250 for the part needed for the radio. Even though Satellite had value to me, it didn't have $250 + $168/year value to me, so I told my parents I didn't want it anymore, based on the cost.
Bearcast Project Ideas:
-Speaking with local high school radio clubs about Emedia and Bearcast
-Improving the Sports Dept (equipment, way to call football, promotion, lexy, everything)
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