Page 17 - Radio_Ink

IS ALEXA
DIGI T A L
AD VE RTI S I N G

REJUVENATING

RADIO?

About a decade ago, WHTZ/New York. And Shepherd
when AutoTune was says that thanks to devices like
starting to become Alexa, radio usage is actually
popular, I was interviewing a increasing. "We're bringing it
musician about the trend. To me, back into the home because
the technique seemed decep- we're making it very easy for
tive, like a way to legitimize customers to get to this con-
untalented musicians. He told tent," Shepherd says. "With
me something I wasn't expect- voice [commands], we make it
ing to hear: he pointed out that Amazon's Walter Sabo very easy for people to get to
throughout the history of music, Ben Shepherd the content they want to con-
instruments and techniques sume, whatever that may be."
have drawn criticism simply because they are new. He We've spent a lot of time trying to figure out how to get
asked, "Would you feel the same way about hearing an elec- onto new platforms, and now this platform is trying to figure
tric guitar for the first time? It's how you use it that defines out how to get to us. The goal of smart speaker devices is
it as music." to make it natural for listeners to find our content. We just
That idea stuck with me. In our history as broadcasters, need to produce it.
we've seen many new devices emerge in the tech world, "We do support podcasts and programs today," Shepherd
Some have been embraced, others dismissed. Some person- points out. "Customers can ask for specific personalities or
alities have embraced the digital components of radio and podcasts that are published." So it's not just your station;
done well, but not everyone has found the level of success Shepherd says Alexa can search for all the content you
they desire. publish on the Internet. "We've seen local radio stations
"Each medium creates its own stars," says Walter Sabo, talk about Alexa on their radio shows and help customers
host of Sterling on Sunday on Westwood One. "You can understand how to get to their content," he says. "We've
name maybe four exceptions who were able to transfer also recently launched a feature called ‘music alarms' that
their actual stardom to one medium from another. That's it. allows customers to set an alarm to a piece of content. We've
I don't think any evolving can be done. I think Alexa is sitting seen radio stations tell customers, ‘Set my station as your
in people's houses with 18-, 19-, and 20-year-olds, and just morning alarm,' and then every morning when the customer
like a microwave, that's all they’ve known. They will know wakes up, they're listening to that radio station immediately.”
what to do with it." If radio has a digital distribution problem, these devices
The digital goals and milestones many broadcasters face are designed to bridge that gap. Sabo has seen this progres-
(often with hesitation) are best achieved with a person or sion before. "There was a revolution from AM to FM, then
team focused specifically on social media and digital imple- cassettes started showed up in the car, CDs," he says. "The
mentation. Naturally, Walter is right: successful broadcast- answer is always the same: you'd better make a good show.
ers have a certain set of skills, and they often find fame in People don't listen to a speaker; they don't go into a movie
one medium but mediocre results in another. theater and look at a blank wall. They watch a show. They
Maybe we're looking at digital the wrong way. listen to a show. The key to all of it is to make a good show."
Let's say your talent only had to focus on what they do That should be your talents' focus. Tech companies are
best: the content itself. The technical fears that go with trying smart and figured out that radio holds a lot of great content,
to figure out how to format content for many mediums are and there just needed to be an easier way of finding it. If
starting to disappear, thanks to "smart speaker" devices like your station offers it, the job of these devices is to find it. You RYAN
Amazon's Echo with Alexa or Google Home. Listeners' comfort don't need to know how to program long strings of coding. WRECKER
with these easy-to-use devices could bring a big boost in You just need to concentrate on creating great content. ReachRyanWreckeron
digital stats that managers and corporate can both embrace. That should relieve some of your stress. Twitter@RyanWrecker
Ben Shepherd is global head of Alexa Music. Amazon's andatryanwrecker@
Echo device is a voice-controlled speaker that listens for Ryan hosts Overnight America on KMOX in St. Louis. gmail.com
commands. For example, if you say, "Alexa, play Z100," Follow on Twitter @RyanWrecker or e-mail ryan-
the device connects to and plays iHeartRadio's stream of wrecker@gmail.com.

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