The Infinite Dial

One of the sobering things we learned from our recently completed Edison / CRB National Country Research Survey was this statistic: one in five respondents had someone in their household lose their job in the last six months. As many in the radio industry have also lost their jobs (and many more afraid of losing them in the future), the industry should have little trouble empathizing with the plight of our listeners. This year, we see ample evidence--not just in this survey--that people are concerned, and even scared, about what the coming months hold for the economy, their jobs, and their families.

We also learned in this study that Country is widely viewed as an important part of American life (84% agreed with this statement), and that Country was widely viewed as a "family-friendly" format. Facts like these point out the credibility Country has with listeners and the importance that the format really has with its most passionate fans. We also noted that these Country fans were going to spend less--a LOT less--on music, travel & leisure, and other discretionary expenditures. You don't have to be the Amazing Kreskin to predict that in the markets we surveyed and all across the US, people are going to be 'cocooning' close to home this summer. Yes, the "staycation" is likely back with us, and families will be scouring the papers--or your website--for things do around town and close to their communities.

Put all of this together, and it becomes clear that this year, Country has more than an opportunity; it has an imperative to leave deeper footprints in cities and towns all across America. Now is the time for Country programmers and marketers to put everything they do through one additional filter: does it help people? It is not enough this year for promotions to grow cume, or increase awareness. Sure, giving people a laugh in the morning or free Taylor Swift tickets are all part of this, and integral to your brands. But promotions have to genuinely help people this year, and if local stations run everything they do through that additional lens, the right choices this year will be refreshingly clear. Country has the credibility and image to really plant a flag in local communities as a steady companion, a reliable friend and as a touchstone for friends, families and neighbors.

For more, download the 2009 Edison / CRB National Country Research Survey.