In the last eighteen months, media consumers’ habits have shifted greatly. This has impacted so many parts of their lives from the time they wake up to the time they go to sleep. Major disruptions to everyone’s lives such as the COVID-19 pandemic and the related reordering of how we do things have changed our morning routines and media habits greatly.
What does this mean for your media company, radio or television company?
Thankfully, the new Future of Audience and Revenue Study from Futuri and our partners at SmithGeiger unveiled a lot of information about today’s media consumers and how you can advertise and market to listeners and viewers better.
With this white paper, you will be feeling like you have a new morning routine so that your company can wake up to success at work every morning in this new normal we currently find ourselves in.
The New Morning Routine for Your Media Brand
Make your brand more than just a show: think omnichannel!
Just think of all the different things you have to do in order to get ready in the morning.
Similarly, media consumers are always doing a variety of different things and interacting with different media devices and ways of interacting with your company’s brand!
For example, morning shows can use social media such as Facebook to interact with their viewers as soon as they wake up and check their phones. Or perhaps they could post in the afternoon to show their audiences what their hosts are working on in the afternoon to get ready for the next day’s show!
Today’s successful media brands – morning show or not – take an omnichannel approach with different options such as videos, podcasts, blogs, websites, social media, and mobile apps in order to achieve highly in competitive markets.
In fact, Futuri offers some solutions that your company can use in order to take an omnichannel approach to engaging with your audience.
POST by Futuri is the podcasting, audio on-demand, and video system that maximizes your content ROI.
Futuri Mobile offers apps that are customizable, engaging, and highly monetizable.
Location, location, location: use localized content to give your listener context
Consumers don’t want to listen to talk about the same old shows as their Aunt Irma in Missouri or their cousins watch in Iowa.
Listeners want local content about what is happening in their area. They want to hear about the unusual happenings, business activities, or local media production in their area, not necessarily what happened on The Bachelor or some other national show that aired the night before.
Leaning into local content isn’t just something nice you should do in order to appease your audience’s preferences.
The Future of Audience and Revenue Report found that consumers are becoming more willing to pay for local information from digital publishers, and they’re already dwelling to pay for audio and video subscriptions for that localized content.
This could mean huge gains for your media company if you adopt this localized content strategy that the study is suggesting.
Wake up to the potential for serious revenue growth and increased ROI
Wake up and watch the sunrise full of new opportunities. In particular, the sun is shining bright rays of revenue in terms of media consumers’ newly demonstrated activity in the area of paid subscription services.
Did you know that for example that The New York Times made more money in subscriptions, rather than advertising, in the year 2020?
In fact, people are willing to spend around 40 or 50 dollars per month depending on their age group on streaming video and audio services!
Not only are media consumers spending money on subscriptions services, but they are poised to also make major purchases which is great news for advertising.
About 41% of media consumers are ready to spend more on travel and vacations. 28% are ready to buy new furniture for their homes.
“…But I’m not a morning person!”
Whether or not you’re a media executive involved with morning shows, we’re all finding ourselves waking up to the next normal in the media industry.
Be ready for whatever is coming next and equip yourself with the useful knowledge from the recent Future of Audience and Revenue Study that we conducted with our partners at SmithGeiger.
Even if you don’t consider yourself a morning person, you will definitely find it useful!