Makes sense

From Hear 2.0

The Listener, not your Content, is the “Product”

The Atlantic recently posted a note on the slow death of the newspaper business, and one of the comments to that note was so perceptive (if not necessarily novel) that I thought I’d share it with you because it has consequences for the radio industry, too.

(…) It’s not about technology. It’s all about accountability.

(…) Again, it’s not exactly news that the “real” customers to newspapers – or to radio – are the advertisers and the real product currently being offered up is not the content on the air but the ears listening to that content – ideally as many as possible for as long as possible.

(…) It’s about enhancing the value of our product (our audiences) to our customers (advertisers).

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