Eight Radio Realities OF 2014: Perspective Predictions by Walter Sabo

The key, as always is the show. (Sorry, the word "content" remains disgusting. It's a show.) HD is not about fidelity or graphics---it's a new stage for new, audience captivating shows.

2. Websites and social network initiatives will become sophisticated and key to growing audience as it moves 100% under the control of on-air personalities and programmers. As their skills, through formal

education and experience improve, radio broadcasters will continue to lead social media breakthroughs.

3. Corporate debt is not like your Master Card Debt. This seems counter-intuitive but corporate debt is often desirable. Corporate debt can have no impact on operating budgets or policies. There is an

entire industry that -buys- corporate debt because it is valuable for tax leverage, lowering capital gains and actually can help in the raising of new funds.

4. If you entered radio today what would you do? The model for radio station organization and operation was created in the 1920's when the Model A was the hot car and 70 percent + of the country did not have phones.

A thousand radio stations can now be operated from one location with the staff size of a single radio station. This is a reality embraced by TV stations in the 1960's when they stopped producing local dance

shows and kid shows and started to show cartoons made in Japan. They put more money into local news and ended the production of local entertainment.

You can operate a radio station from your iPod. There is no need for the traditional brick and mortar facility. Millennials are puzzled why they should commute to work, waste gas, deal with HR when they can do their radio jobs from home. The end of the factory floor management mentality will result in lower costs and higher productivity. (A manager who likes an in-bright-and-early staff should run a farm.)

5. Internet Radio stations like party934 and new platforms like TuneIn are beginning to claim significant listening levels. That's because they originated on the Web, streaming isn't an add-on. Those companies

give you another stage for your work and source of income.

6. LIVE. At a recent Newhouse Communications school event, Dan Mason, former Sabo Media partner and CBS executive said that the microphone remains radio's most powerful weapon. Stations that demonstrate the advantage of being live through word, deed and action will continue to thrive.

7. GRAPHICS AND BRANDING. Radio station branding in the US is awful. Just horrible. The first job I created in my last COO position was corporate graphic artist because the companies Radio face---ad

agencies---understand the power of graphics. When a radio company comes pitch right after a digital company, or magazine, radio looks pathetic.

HOWEVER, radio station visual branding in much of the world is stunning. Take a look at thishttp://www.chikplanet.com/chik-radio/ or this http://www.fox.com.au/

8. VIDEO. Right now you have the ability to create a video, post it on the Internet and distribute it to the world for free. No studio, editor, producer, control room, tower. WebStars, first discovered and monetized in 2007 by HITVIEWS are able to produce videos that hit a million plus views every time. Compare that with your company's average video view count.

The primary way people of all ages enjoy music today is not iTunes or Pandora, it's YOUTUBE. The visual offerings from a radio talent or station for are essential to capturing today's audience. Essential.

The right video initiative can improve you or your company's success instantly. Please send me a note if you would like to discover 10 secrets to online video success for free walter@sabomedia.com

Walter Sabo is the Chairman of Sabo Media, a company that offers executive-on-demand services. He has worked on-site to build out new digital content platforms such as Sirius/XM. His team was the first to discover the marketing clout of web stars, Internet organic video producers. They founded OMMA award winning HITVIEWS. The company placed brands such as CBS, TiVo and Mountain Dew inside UGC. In FM broadcasting he is a leader in the profitable sector of FM Talk and held executive positions at NBC and ABC Radio. He can be reached at walter@sabomedia.com.

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