The Enemy Is Upon Us - Embrace It!

Over the past 4 years, our industry has been a divided medium, fighting several battles at the same time. First, there was the battle of terrestrial radio vs. satellite radio. Next, we moved onto fighting the internet, with many stations developing streaming products as an answer. Now however, the biggest challenge of all is here, and it's right in our pockets. Our biggest fight for relevance in our day and age is coming from our cell phones.

Mobile phones are no longer big bag like monsters that take a small army to move, cost a fortune to own, and are even more expensive to operate. No, they are cheaper buy the dozen these days, with all kinds to choose from and at all different price ranges. No contract? No worry. Get your kid a prepaid Virgin or Boost and be worry free. Android's platform is storming the marketplace, taking a 27% share away from the IPhone this year. Everyone has a cell phone in their pocket or purse. Ask that same person to pull out their portable radio and you'll get a look like you just walked in from Mars.

However, I think cell phones should not be demonized, but utilized. Some phones are already coming with their own radio tuners inside, but most don't. That's why EVERY programming department across the country needs to break the "Emergency Only" glass, go in with their General Managers and demand money to create FREE applications for the mobile phone industry. Clear Channel is already doing this with their application, but, even the cluster groups of 2 or more radio stations (independent single stations too) need to do get an IPhone, Blackberry, and an Android app for EACH radio station. Make it entertaining! Make it invaluable! Make it personal for your listeners, and then market the HELL out of it! Yes, I know that Sales and Management will balk at the idea of spending money for FREE applications, but they need to get in reality and YOU need to be persistent with them, almost to the point of being buggy about the matter. Radio is free. You should want to carry on one of the biggest selling points in the business with a free app.

Yes, it's that important. People don't wait for the news or the weather to come on anymore. Either they watch TV, get it online, or if they are at work, they get it from their phone. Increase your "at work" advantage before the station across town does.