Excuse me, I have to take this call

“I think the one lesson I have learned is that there is no substitute for paying attention.”  Diane Sawyer

As I was driving to work this morning I noticed how many people were on their phones.  I decided to conduct a snap-poll and see how many people were talking on their cell phones while driving, and it turned out to be over half.

I don’t really care about people talking on the phone, although the woman in front of me at the Starbucks drive through was pushing it by driving, talking on the phone, and putting on eye makeup simultaneously.  As long as they don’t run into me I won’t complain too much.

However, and it’s a big however, what does bother me is that they’re on the phone and not listening to the radio.  Whoever they’re talking to, whatever they’re hearing, is more relevant and compelling to them than what is being presented on any radio station.  Or at least they see it that way.  It’s funny, but the iPod isn’t the big threat we thought, it’s looking more and more like it’s the cell phone.  People are downloading music like crazy, and of course talking and texting like crazy.

OK, so what can you and I do about this growing threat.  Probably not a lot, but we certainly can make sure our stations, especially in morning drive, are as compelling as possible.  Not just OK or good, but compelling and relevant.  Targeted to the target.  Focused on the target.  And not a 5th caller giveaway.

I’m just going through a research study where a new talent, who has been at this station only about 90 days, has already passed everyone else on the station in terms of awareness and “likeability.”  Why?  She’s compelling, engaging, and involving.

You need to become a magnet, a place with attraction for your target, not just another source of music or a CD giveaway.  Before it’s too late. 

Excuse me, I have to go, my cell phone is ringing.