Column by Rutger Mackenbach
I recently gave a presentation on online radio at our Lunch Session. From that, it appears that the medium of radio is actually doing quite well. Or audio I should say. Of all the traditional media, audio is best able to make the transition to the digital world. But established broadcasters will have to work hard to keep the younger generation engaged in their channels.
Radio is no longer for new music
I used to be glued to the radio at 10 p.m. on Thursdays. A VPRO program (I can't remember the name) broadcast the latest music at that time. The DJ himself had listened to all the records that came out in the previous week and selected the best ones for you, the listener. This was followed by 22Tracks. An online platform with 22 styles of music, within which 22 DJs spun the 22 best songs from their genre.
Curated radio shall we say, of brilliant simplicity. 22Tracks hasn't been around for a while, expertly killed by the music industry with impossible rights issues that were unaffordable for the platform. Now I use Soundcloud to find new music. Many DJs post their mixes there, complete with track list. In fact, I haven't used radio for a long time to keep up with new music.
As you can guess, I listen to music quite a lot. So it surprised me greatly that in my age group, only 50% of people say they listen to music regularly. Doesn't everyone? Young people listen to music more often, over 60% say they do so regularly. And where do young people get new music from? Friends are obviously number one, followed by Youtube and music services (Spotify). Radio dangles somewhere at the bottom. Why is that?
Radio does not fit all
One reason is that broadcasters still think pretty much in terms of station frequencies: As a broadcaster, you pay an enormous amount of money for an airwaves frequency and you have to earn that back. With that in mind, you create a music station that appeals to the widest possible audience, hoping to attract as many listeners as possible to serve ads that make money. And it's not just you, all the major stations work this way. With all the same kind of music chosen by "someone who has studied for it. And of course those funny DJs, a morning and an afternoon show and some win promotions. This does not appeal to the target group that is most interested in music.
And, of course, such a one-size-fits-all model doesn't work online either. The major radio stations now do have special interest stations in line with their leading station. Think of 538 Ibiza, Q Het Foute Uur or Sky Radio Lovesongs. That's a good start for a more targeted audience, but still not pronounced enough for the younger listener. Online you can find a station or playlist for any music taste, this one is literally a click away.
Focus on a specific target group
The success of FunX shows that it is not impossible for broadcasters to engage this young target group. This station focuses on a specific target group, there is a lot of new music to discover and FunX knows how the target group interacts with audio. They were one of the first stations to realize very early on that it is better to invest in a good app than in very expensive frequencies.
Radio broadcasters are making a good transition to the digital world. Technically, huge strides have been made. But if they really want to survive, they will have to learn that the content in that digital world is a lot more diverse than that one big station brand. And let there be plenty of room for that online.