Good post from consultant Mark Ramsey about how many broadcasters have it worng when it comes to planning for the mobile future:
The thinking goes like this:
“We need a dedicated mobile app for our station!”
“We need to get our stations on mobile apps that already exist, like Tunein or IHeartRadio!”
Both of these are wrong (or at least vastly insufficient) for the same reason: They are about you, while mobile is about the consumer – her problems, needs, and interests – and the advertiser – who wants more than reach in a world where you can connect so much more meaningfully.