After canceling its October show while COVID variants spread — and with protocols that ensured a safe CES in January — NAB 2022 is game-on.
This is “a reimagined show reflecting a transformed media environment,” with National Association of Broadcasters President and CEO Curtis LeGeyt touting “streamed media, whether it be audio or video, ad supported or subscription, live or on-demand, via handheld remote or voice controlled.”
SO THEN…a Sunday session here asked radio’s existential question: “What Business Are You In?”
Follow my convention notes here this week, and in real-time on Twitter @HollandCooke and each morning at Talkers.com.
Saturday/Sunday ask-the-expert shows exploit the most proven concept in marketing: free samples.
Common example: The lawyer is in, the meter is off. Q+A about callers’ situations is relatable to other listeners. And hearing the attorney’s approachable manner, prospective clients know him or her better than others whose look-alike billboards and boastful TV commercials all blur together.
Done well, these shows can grow all sorts of service businesses. Financial planners and veterinarians are Saturday/Sunday fare on many Talk stations. Home Improvement is huge, as is gardening/landscaping (seasonal in some regions).
But your station probably isn’t promoting your show properly.
See what you should insist on, and 6 minutes of technique tips that will improve your results.
Parler aims to let users speak more-freely than other social media platforms; inviting content variety. I asked CEO George Farmer if Talk radio’s angry day-in-day-out political rant is contributing to the popularity of podcasts.
Talk radio isn’t just different than music radio. It’s better. Talk radio is never on in the background. And streaming has music radio on its heels, because The Sentence Never Spoken is “Alexa, please play six commercials.”
Yet talkers should avoid taking false comfort that we’re less vulnerable to digital competitors, because people are using social media to talk to each other without us. So joining the conversation there is now table stakes. But defending the towers remains Job One.
Like most conventions a year ago, CES2021 settled for virtual. But this year, it was game-on. And it worked.
Your consultant was there, vax’d, boosted, tested, masked, and lugging a jug-handle-size bottle of hand sanitizer.
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