Much as TV is now part of the larger visual media environment (and still the largest part), radio must also share people’s ears with newer audio choices, such as streaming music services and podcasts. TV may still command the largest amount of the average daily time adults 18+ spend with all the media outlets, according to Nielsen’s Q1 2018 Total Audience Report; however, radio still rules audience reach, at 92% compared to TV’s 88%.

For much of the 20th century and into the 21st century, we were told the world, our lives would be transformed on an epic scale. Of course, it has, but many don’t recognize or realize it because most of us are focused on earning a living, caring and nurturing a family, contributing to our communities and finding some time for leisure activities during our busy lives. Because the greatest human attribute is our adaptability, we almost unconsciously accept and even welcome new technologies

Picture the media landscape as an elevated plateau. TV and digital share the safe center, with radio (audio would be a better category name), direct mail and OOH (outdoor, theater, etc.) in close proximity. Near the edge of the plateau, magazines have dug in their heels trying to stop any further slide towards the cliff. Newspapers, however, are teetering on the brink, an ill wind or loose footing could send...

The media scholar Marshall McLuhan is famous for stating, “TV is a cool medium.” Without burying ourselves into the minutiae of his theories, he argued TV is cool because it requires more audience participation than a hot medium, such as radio, where only one sense is utilized. With TV, more of the senses are needed to connect with the content and it is the overwhelming experience and effect of how the audience uses TV that also makes it the most emotional medium.

Every season has its attractions and unique vibe, but the summer is particularly appealing. Nature is alive and green and the sun is warm, providing the perfect landscape and climate for endless fun, family gatherings and opportunities to relax and drain some stress and anxiety from our complex, busy lives. Some might think watching TV is the antithesis of summer compared to being physically active, enjoying the abundance...

Humans have invented and embraced technologies for millennia. Whether they were fire, the light bulb or the computer, all have been valued for improving our lives, making us safer, extending life expectancy, allowing us to be more productive and enjoying more of life. Now, we live in a time of transformational disruptions – primarily digital disruptions –

Independence is a fundamental belief of Americans and more of us are declaring our independence from the traditional workplace by becoming freelancers and contract workers and seeking additional income from side hustles. It’s another significant cultural disruption of the 21st century and with implications for businesses of all sizes, consumer habits and the retail environment.

Despite the challenges of agricultural product tariffs, the opioid crisis and media’s tendency to describe rural America as “flyover” states, the region is as optimistic as a new spring planting. Like that next harvest, there is a stirring in the land not only to honor and preserve its traditions, but also to build upon those strengths with the careful introduction of new technologies and other innovations to grow a better future.

The lives of men are changing dramatically – their relationships (especially with women), home life, parenthood and careers. More of them support gender, economic and lifestyle equality and aren’t afraid to appear vulnerable. Their evolving attitudes have resulted in more focus on their health and appearance and how they shop and what they buy. Brands and retailers can’t rely on the old stereotypes to reach and engage with men.

Even after a modern history of 70+ years (and many more years in development), the TV set is still a magical device. Never has it been more of the doorway into an endless entertainment adventure than today. It is also a companion, a teacher, a breaker of barriers between people and nations and a special source of warmth and solace after a long day – like a member of the family.

During the past 70 years, Cable TV has evolved from its original purpose – providing isolated rural areas and those with poor TV reception access to the closest broadcast channels – to expanded viewing options for urban and suburban audiences. The number of channels quickly increased to hundreds, and with more content than even a couch potato could watch. The cost of subscriptions has increased and new streaming services attract more viewers.

The thousands of store closings and radical re-purposing of shopping centers/malls that have defined the so-called “retail apocalypse” are the outer manifestations of a much deeper challenge to brands and retailers: bridging the “consumer chasm.” It is the gap between brands and retailers’ perceptions of 21st century consumers’ wants and needs and, of equal importance, consumers’ preferences of how brands and retailers should communicate with them.

With the increasing fragmentation of all media, and specifically TV, your role as a local TV media rep must also evolve. You must also be an educator and advisor to guide local advertisers through the media maze. Your efforts start with no apologies for how TV is changing. Change is not only inevitable, but also welcomed, as it is often the catalyst for something new – and something better for your local prospects and advertisers.

As major brands and retailers (and shopping malls) struggle with the so-called “retail apocalypse,” local businesses and retailers, although not entirely invulnerable to the chaos, are benefiting, and discovering new paths to growth and profitability. In some places, Main Street USA is still rebounding from the recession, but local businesses may be entering a new era in which they can leverage localized products and personalized services against big brands and retailers.

Radio was the first broadcast medium. Despite the growing popularity of TV during the 1950s, radio was able to thrive. Thanks to the invention of the transistor and small portable radios, teenagers made the medium essential to their lifestyles. Today, digital technologies challenge radio and TV. Just as the TV audience has fragmented, music streaming services, podcasts and a variety of audio devices have done the same to radio.