Radio Is More Popular Than Toilet Paper

Mind Bending Conversations With Fellow Airplane Passengers

The story I am about to share with you will change the way you think of radio.

On the way to visit one of my radio clients recently, I found myself sitting next to a fascinating gentleman on the plane. He currently serves as the "Vice President/New Business Development" for a well-known brand of toilet-paper (He asked that I protect the anonymity of his company in this article).

After exchanging overdone toilet-paper jokes (e-mail me if you'd like to hear them), we began discussing the state of the radio industry. He shared his perception of the radio industry regressing in dominance and creativity, reinforced by stories of his personal experience as a media buyer and someone who plans promotions for a Fortune 500 company.

He uttered stories of seeing radio sales executives turn in the same proposals for promotions year after year with the only difference being the spot rate. I listened to his frustration at the lack of creativity and originality in the radio and television advertising world altogether. "It seems like most radio stations who pitch us only want to sell more commercials. There is rarely a link to our results... and there's rarely anything different about new campaign proposals besides the number of stations or formats where we would be heard," he said.

Finally, he asked the question I could see coming a million miles away, "How many people really even listen to the radio anymore, anyway?"

Ouch. Obviously, I was put on this plane to enlighten this poor soul!

"Actually, Arbitron's latest studies report that 94% of the US population listens to radio for at least 15 minutes every week," I said.

His eyes opened wide with surprise as he shared a startling statistic from the industry of toilet-paper, "Our latest research shows that only 89% of the US population over ten years old uses toilet paper."

The net "take-away" for me... Radio=94% usage. Toilet paper=89% usage. Hey, we're doing pretty well!

I took a lot away from this encounter at 35,000 feet. The most obvious (and disquieting one) is that more people in the United States use radio than toilet paper. "Maybe you're not as bad off as I thought," said the toilet-paper businessman.

Some of my other takeaways:

Radio is being repositioned to a group of important marketers by satellite radio and other new media.

Radio is changing, but it is not dying. At no fault of their own, people like [anonymous toilet-paper businessman] are being snowed by expensive campaigns for satellite radio and other new media.

I don't believe that radio will die a miserable traumatic death at the hands of iPods and Internet radio. That said, I don't believe that new media's accessibility will diminish in the coming years. It's just going to compress the market-and the radio stations that are most engaging, compelling, and relevant (insert other buzz words here) will win.

Some of the best-and worst-content in the world is supplied by terrestrial broadcasters, but we have ignored an opportunity to tell the best part of that story. We allow everyone else to tell the worst part of that story for us.

Organizations like the NAB, RAB, and HD Radio Alliance are going to be vital for the radio industry in offering a charismatic voice for radio in the coming years.

"The CD never changed the reason people liked music on cassettes."

My toilet-paper friend made this vital point about the development of audio content for cell phones, satellite, etc. His point is that HD radio will not change the reason that people like or dislike the radio. People like audio content because it is a powerful access point for emotion.

Sound offers access to emotion. That's the reason people use the radio. It makes them feel a certain way.

Many broadcasters are distracted and mystified by the complexity of new technology (internet, cell phones, satellite, etc), and they forget that we're still in a content competition. If the programming was boring on terrestrial radio, it's going to be just as boring on Internet radio.

While it may be true that some listeners are using iPods or cell phones for music simply because the device is more attractive, it's also true that people will gravitate to entertainment that personally engages them. Most people use iPods and cell phones because their own music playlist and/or exercise of choice in entertainment feels better to them than subjecting themselves to what they think is the-same-old-thing on terrestrial radio.

The challenge for radio right now is NOT "finding a way to recreate the same programming on a new device." The challenge is "finding a way to create better programming... and also making it accessible on a new device."

Make the listener FEEL something, and they'll be a customer for life.

The number one reason people use toilet-paper... a take-away feeling of comfort (and hygiene).

The number one reason people use radio... a take-away feeling of comfort (and emotion).

Our challenge as an industry is to find ways of pushing emotional buttons for listeners that trigger the cascade of emotions they want to feel.

Think BENEFITS, not FEATURES.

Notice that NO prominent companies in the toilet-paper industry advertise the number of sheets per roll, the fact that the average size of a sheet of paper is 4.5" x 4.5", and that the paper was manufactured using shaved trees.

The winners in the toilet-paper category are selling efficiency of use (get more with less), softer more comfortable products (comfort), and reliable brand names (dependability).

With that in mind, what does "The Best Variety of the 80's, 90's, and Today" really communicate to anyone? To most listeners, that is a list of ingredients, not a benefit of consuming your product.

What emotion are you selling with your music?

Answer that question in the words of your target. Then, use THAT to position your radio station. That's the benefit.

Turn your thinking upside down today.

Read something different today. Watch a television show you've never watched. Start up a conversation with someone new today. You never know who you might meet-they might work in marketing for toilet-paper and entertain you with bathroom statistics you never dreamed of learning. For instance, did you know that the Pentagon uses over 650 rolls of toilet paper every day? (Insert political joke here)

Find someone you wouldn't normally engage, and have a conversation with them about radio-and for even more enlightenment, have a conversation with them about their perception of your radio station.

You'll be surprised at the new perspective on the world that begins to emerge.