Monday, December 22, 2008

Mark Mason, Vice President of Digital Media, CBS Radio



The synergies -- if we can we still use that word with a straight face -- between bloggers and terrestrial radio appear to be on the face of things a no-brainer. Both, in this economy with declining ad revenues, are in the hour of the wolf. And music programming is no longer really an arena in which terrestrial radio can compete with the uncensored choices offered by satellite radio, the self-censored choices of one's own personal iPod, YouTube and, of course, the web.

How can radio stations compete against the variety on the web, unencumbered by FCC roadblocks. And, further: When was the last time you listened to terrestrial radio for music? Still, terrestrial radio is far from dead (it's just taking a "disco nap"). Now, some good news for the industry: How many drivers -- radio's most favorite captive audience -- are going to be spending on satellite radio in the coming rough financial quarters?

The NYTimes today notes that right-wing talk radio is alive and well on the terrestrial front. It is not inconceivable that some form of "rebel radio" in which a radio personality can skillfully navigate FCC guidelines but still present something edgy and hip may be the future of the industry. Bloggers, who are in the habit of generating tremendous amounts of edgy, non-mainstream-y content, may be a natural fit for radio in the role of "correspondents." Should the economy eat at the advertising revenues of some of the stronger blogs, content partnerships between the blogs and terrestrial radio fit well. Traditional terrestrial radio -- not web radio -- lacks hipness, and it is in need of interesting content and, of course, young listeners; Bloggers may find themselves lacking in ad revenues, but never lack for hipness or content. Could bloggers bring over some of their young audience to a terrestrial radio station?

Mark Mason, former Program Director and the new VP of Digital Media at CBS Radio, is speaking on that wavelength. From the NYDailyNews:

"'Even five years ago, who would have thought we'd be where we are today with the Web?' asks Mason. 'So I wish I could say I know where we'll be in five years. But I'm not even sure where we'll be in five months.

"'It's a great challenge. As program director at WINS, I'd lie awake at night thinking how we could cover a political scandal. Now I'll lie awake trying to imagine what we can do that we haven't even thought of yet.'

"...'Soon we'll have a dedicated staff for the Web,' he says. 'Today a radio station sends people to the Web. At some point, when the Web is generating its own content, it will probably send people to the radio station.'

"'Those station sites will do some of those things that haven't been conceived yet. Some will be interactive, some will use applications now in development. Some, Mason says, will spring from 'creative partnerships.'

"'We still don't know all the ways people will use the Web,' he says. 'We may want affiliations in the blogosphere.'"


Early last year WNBC -- our local station here in NYC -- had a chance at building a relationship to the many blogs in New York with the lure of its prestige. They blew it. At present, WNBC's multiplatform shift at 30 Rock appears to be moving at a glacial pace; NBC 4's local broadcast is behind the curve.

CBS Radio's NY stations, which vary in programming from hard news to entertainment, might want to learn from WNBC's mistakes. 1010 WINS, for example, is a strong brand for up-to-the-minute breaking news in NYC and would be perfect for an online community, mobile alerts, and, of course, tips.

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