Making The Record Stick Rider Mass Media Week

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Making The Record Stick Rider Mass Media Week

  1. 1. Woody Allen Film, 1987, romanticizing the early days of radio
  2. 2. <ul><ul><li>1887 Heinrich Hertz sent and detected radio waves </li></ul></ul><ul><ul><li>Guglielmo Marconi created a wireless communication device </li></ul></ul><ul><ul><li>Reginald Fessenden & GE built a continuous wave generator that made broadcasting human voice and music possible </li></ul></ul><ul><ul><li>Lee De Forest invented the vacuum tube (audion) making it easier to receive signals </li></ul></ul>
  3. 3. Photo courtesy of the David Sarnoff Research Center <ul><ul><li>RCA took over the holdings of American Marconi and major stock holders included AT&T, GE and Westinghouse </li></ul></ul><ul><ul><li>1916- David Sarnoff suggests radio’s fixture in the home with his “radio music box” memo </li></ul></ul>
  4. 4. <ul><ul><li>Sarnoff’s “radio music box” memo states- “I have in mind a plan of development which would make radio a 'household utility' in the same sense as the piano or phonograph” </li></ul></ul><ul><ul><li>Louise M. Benjamin ’ s articles in two communication journals give the behind the scenes mystery and history into this memo and executive Edward J. Nally’s reply. </li></ul></ul>
  5. 5. 1922 marked the beginning of the broadcasting boom sparked two years earlier by Frank Conrad and his broadcasts from the Pittsburgh station KDKA which still exists today Radio quickly became the dominate media of the day, with programming attracting families, women and men. Vaudeville’s greatest Acts and performers made their way to radio Having a radio set in your home was a gathering, place for families. Today, it is still a staple, but instead of gathering to listen to the radio, it has become a secondary or background activity while doing other tasks
  6. 6. <ul><ul><li>Network system </li></ul></ul><ul><ul><li>Radio Act of 1927 in response to interference </li></ul></ul><ul><ul><ul><li>Federal Radio Commission later renamed FCC under FDR which became the regulatory body for communication industry </li></ul></ul></ul><ul><ul><li>FM Radio thanks to the persistence of Edwin Armstrong </li></ul></ul><ul><ul><li>Edward R. Murrow’s broadcast from London during WW II </li></ul></ul><ul><ul><ul><li>“Hear it Now” – innovative radio prototype for today’s news coverage- </li></ul></ul></ul><ul><ul><ul><li>“ Just as we believe that often one picture is worth a thousand words, occasionally one word or one sound is worth a dozen pictures.” Edward R. Murrow </li></ul></ul></ul>
  7. 7. <ul><ul><li>Diversion </li></ul></ul><ul><ul><li>Television’s effects allowed radio to develop specialized formats </li></ul></ul><ul><ul><ul><li>Contemporary Hits Radio (Top 40) </li></ul></ul></ul><ul><ul><ul><li>Adult Contemporary </li></ul></ul></ul><ul><ul><ul><li>Classic Rock </li></ul></ul></ul><ul><ul><ul><li>R&B </li></ul></ul></ul><ul><ul><ul><li>Country Music </li></ul></ul></ul><ul><ul><ul><li>Talk Radio (AM) </li></ul></ul></ul><ul><ul><ul><li>News & Sports Formats (AM) </li></ul></ul></ul><ul><ul><ul><li>NPR ( All Things Considered and Morning Edition ) </li></ul></ul></ul><ul><ul><li>Live, Local Community </li></ul></ul><ul><ul><ul><li>Voice Tracking- Clear Channel </li></ul></ul></ul>
  8. 8. <ul><ul><li>Portable </li></ul></ul><ul><ul><li>Supplemental </li></ul></ul><ul><ul><li>Universal </li></ul></ul><ul><ul><li>Selective </li></ul></ul>
  9. 10. <ul><ul><li>XM and Sirius lead the way to radio on the go and specialization </li></ul></ul><ul><ul><ul><li>Mobility and formats has kept radio going </li></ul></ul></ul><ul><ul><li>Worries about Churn </li></ul></ul><ul><ul><ul><li>Paying for the service when its free </li></ul></ul></ul><ul><ul><ul><li>HD Radio may change the way we receive radio </li></ul></ul></ul><ul><ul><li>Radio and cell phones </li></ul></ul><ul><ul><ul><li>50% of people would like to have radio on their cell phone </li></ul></ul></ul>
  10. 11. <ul><ul><li>Prime time for radio is morning and evening drive times </li></ul></ul><ul><ul><ul><li>AM drive time 6-10 </li></ul></ul></ul><ul><ul><ul><li>PM drive time 4-7 </li></ul></ul></ul>
  11. 12. <ul><ul><li>Arbitron surveys radio listening </li></ul></ul><ul><ul><ul><li>Diary </li></ul></ul></ul><ul><ul><ul><li>Ratings book </li></ul></ul></ul><ul><ul><li>Ratings and Shares </li></ul></ul><ul><ul><ul><li>Ratings are the listeners of a specific station to the total number of people served by the market </li></ul></ul></ul><ul><ul><ul><li>Shares are the listeners of a specific station to the total number of radio listeners at that time in the market </li></ul></ul></ul><ul><ul><li>People meter for radio </li></ul></ul><ul><ul><ul><li>More accurate reporting </li></ul></ul></ul>
  12. 13. <ul><ul><li>1950s began the marriage of the recording industry and radio </li></ul></ul><ul><ul><ul><li>DJs became not only celebrities to their listeners but influential in determining the records that aired </li></ul></ul></ul><ul><ul><ul><li>Payola- pay for play </li></ul></ul></ul><ul><ul><li>2001 iPods allowed listeners to choose their songs </li></ul></ul><ul><ul><ul><li>No commercial interruption </li></ul></ul></ul><ul><ul><ul><li>A status and fashion symbol </li></ul></ul></ul><ul><ul><ul><li>Take it anywhere </li></ul></ul></ul><ul><ul><ul><li>Pod casts of your favorite shows </li></ul></ul></ul>
  13. 14. Challenges of the recording industry in the digital age
  14. 15. <ul><ul><li>Why did you buy it? </li></ul></ul><ul><ul><li>Have you downloaded music before? </li></ul></ul><ul><ul><li>From where and why or why not? </li></ul></ul>
  15. 18. = +
  16. 20. <ul><ul><li>Protection of intellectual property </li></ul></ul><ul><ul><li>Copyright Act Section 107 </li></ul></ul>
  17. 21. <ul><ul><li>“ Turn up the ‘ol Victrola, gunna dance the night away”- Dim All the Lights , Donna Summer </li></ul></ul>1912- Victrolas put out by the Victor Talking Machine Company (later RCA) were aggressively marketed and became the record playing device of choice
  18. 22. <ul><ul><li>Jukeboxes kept the recording industry flourishing during the Depression </li></ul></ul><ul><ul><li>Radio could help sell records </li></ul></ul><ul><ul><ul><li>Mailed free records to stations in hopes of getting some air time </li></ul></ul></ul><ul><ul><ul><li>Television competition helped nurture this relationship </li></ul></ul></ul><ul><ul><li>Long playing records (LPs) </li></ul></ul><ul><ul><li>45s had two songs (singles) </li></ul></ul>
  19. 23. <ul><ul><li>Fashion </li></ul></ul><ul><ul><li>Style </li></ul></ul><ul><ul><li>Corruption </li></ul></ul><ul><ul><li>Social Controversy </li></ul></ul><ul><ul><li>Define the Times </li></ul></ul>
  20. 25. <ul><ul><li>Billboard </li></ul></ul><ul><ul><ul><li>Sales </li></ul></ul></ul><ul><ul><ul><li>Digital Downloads </li></ul></ul></ul><ul><ul><ul><li>Air play </li></ul></ul></ul><ul><ul><ul><li>Ring tones </li></ul></ul></ul><ul><ul><li>iTunes home page </li></ul></ul><ul><ul><ul><li>Replaced Top 40 and MTV as promotion leader </li></ul></ul></ul><ul><ul><ul><li>Unbiased recommendations </li></ul></ul></ul><ul><ul><li>Internet web pages and blogs </li></ul></ul><ul><ul><ul><li>MySpace </li></ul></ul></ul><ul><ul><ul><li>Facebook </li></ul></ul></ul><ul><ul><ul><li>Blogs </li></ul></ul></ul>
  21. 26. &quot;four-quadrant idea,&quot; which he [Brett Ratner] described as a movie term meaning a concept that crosses all demographics- Advertising Age , 2008

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