We’re launching Website Builder, a new, easy-to-use tool to build and customize a website for your radio station.
Over the years, we’ve heard from many radio stations that while they were happy with the Nobex Partners platform to build and manage their radio apps, they were still missing a good solution to manage their websites. The audience for digital radio continues to grow and without a good interactive solution on the web, radio stations were missing out on the opportunity to provide a good experience for their online listeners.
Website Builder changes that whole dynamic. Now, a station can use Website Builder to build an interactive website using the same tools they use to manage their station’s native apps. This tight integration between a website and app saves a station time and money in managing its digital presence.
Build a website for your station: Perfect for replacing your station’s current website or starting from scratch, Nobex Partner’s Website Builder makes your station look awesome right from the start. Our all-in-one platform provides everything you need to present your best side to existing and new listeners.
No coding necessary: Over 5000 radio stations around the world trust Nobex Partners to build and manage their apps. Now, using the same point-and-click technology that runs our app platform, stations can quickly design and launch a website.
One interface to manage your apps and website: We built the Website Builder to be tightly integrated it into your station’s apps. That means you don’t have to manage them separately — use one interface to manage both your station and your website. It’s easy, really, and cuts down on the time it takes to manage your digital presence.
Customize the look and feel: Nobex Partner’s Website Builder enables you to customize the look and feel of a website for your station. You have lots of choices to include, like your weekly schedule, playlists, forms for live requests, on-demand content, and much more.
Website Builder is available as a stand-alone product or as an add-on for existing clients on one of the Nobex Partners paid plans.
In spite of all the terrestrial doomsayers, traditional radio still takes the lionshare of radio listening minutes. But listener expectations are changing. Customers pushed traditional retailers on to the web and it’s listeners that are driving radio stations to craft a digital strategy. Early adopters of digital radio have found that, unlike traditional radio, digital radio can get listeners coming back. Here’s how.
The value of one-to-many communications
Terrestrial radio is broadcast media. A station emits what’s known as a one-to-many communication — one message goes out to many listeners.
As listeners, we tend to like this type of media — there’s something experiential and communal in everyone tuning in to the same program and listening to the same song at the same time.
“Did you hear when Talk Radio Host X said Y about Z last night? Crazy.” There is something about the one-to-many nature of broadcast that makes it human. It’s tribal — tuning in to a message that’s only intended for members of a local group.
For a station, broadcast is efficient — one message suffices for an entire audience. There’s no need to tailor individual messages to each and every listener. That means centralized resources can be devoted more towards programming and advertising than individualizing the message.
Digital channels increases the value of broadcast media
The emergence of digital radio has opened up entirely new opportunities for radio stations.
The biggest opportunity digital channels bring to traditional radio stations is in listener engagement. Where broadcast, and the one-to-many model struggles, is what happens after the radio is shut off.
With its only communication channel voluntarily closed, traditional radio can do very little to get a listener — one it’s built and nurtured and marketed to for years — to turn the radio back on. In broadcast, listener engagement is almost binary.
That’s where digital channels come in. A listener via a mobile app has left open an always-on, 24/7 channel to engage with a station. With this door now open, radio stations can find creative and personalized approaches to get their listeners to turn their radios back on.
How traditional radio stations are using digital to get their listeners back
Getting a user to come back to a station all comes down to push messaging. Push messages are those messages that apps send directly to a user’s home phone screen.
Push messaging has been honed to perfection by social media networks. What’s more enticing than to receive a message that a friend is up to something, but you have to click here to find out just what he’s up to. Facebook built a social network of over 2 billion users on one simple concept: pushing messages to people to come back to the site and join a party — a party their friends are already attending.
Armed with an army of listeners with radio station apps on their phones, stations can use various types of push messages to get listeners to open up their apps and tune back in:
Favorite song alerts: Stations can use mobile apps to nudge listeners back to their music or content. If a listener previously likes a song in an app, push messages can be used to alert the listener that a song she likes is playing.
Show reminders: A mobile app can easily remind a listener five minutes ahead of a show that she’ll want to log back into her app to listen in.
Deep linking: Push messages don’t have to be merely reminders. They can contain links that directly drive a user back to the content a station wants to share.
It’s important to emphasize that push messaging shouldn’t be generic. The more personalized these messages are to a user’s tastes and likes, the more effective push messages become in getting listeners to come back to radio.
Frequency also matters. You have to be strategic in how you frequently you use these messages. Communicate too much and a user will uninstall your app. Use fluffy, generic messages and a user learns to tune them out.
The effect of push messaging on getting listeners back
Nobex paid plans (Plus and Pro) provide this type of push messaging and we have lots of stations around the world using it to get listeners to tune back in. After analyzing traffic and usage patterns of dozens of stations, it’s clear that push messaging works.
Take this example, for instance. This is a graph of a daily streaming pattern for one of our larger clients on the platform. You can see the weekly gyrations in listener usage. This station experiences a usual traffic spike at the start of the week and then a general dip, which continues through the weekend.
Look at the traffic explode at the end of March. With a simple push message that took just a few minutes to configure on the Nobex Partners platform, the station successfully spiked its traffic by close to 100%.
This graph shows the effect on listening when multiple push messaged are used throughout a day. This Nobex Partners client typically uses 1 or 2 push messages throughout a day to reengage its listeners. You can see how traffic generally spikes when that happens.
The addition of push messaging to a radio station’s tool box is one answer to the question of how to get listeners to tune in more. Using customized messaging tools like the ones we’ve developed at Nobex Partners means radio stations can blend the value of broadcast radio with the power of digital communication.
Come and join us for an introductory Webinar to guide you through using the features on the Partner Dashboard. Register here for the January session and learn how to get the most out of your Nobex Partners custom app.
As another year draws to a close, we like to have a look at how things are going, and where we can improve. A big part of that is keeping track of our Net Promoter Score (NPS). If you’re not familiar with NPS, you can learn more about the concept here.
We survey users who have reached 6 months, 1 year, and 3 year milestones as partners with us, asking a simple question: How likely are you to recommend Nobex Partners to a friend or colleague?
Here’s how things are shaping up this year:
6 months – 71% of respondents would recommend, 14% would not. Overall score of 57
1 year – 100% of respondents would recommend. Overall score of 100
3 years – 96% of respondents would recommend, 4% were neutral. Overall score of 96
This increase over time shows us that we are able to win over detractors by helping to guide them through the process of going live and providing the tools to help make their app a success.
Don’t forget your can share ideas with us whenever you want! And join us for a webinar to learn more about how to use the features on your Dashboard.
We wanted to offer an update to stations using the Nobex-generated StreamLicensing/Oi2 Media apps. As of November 15, 2017, the agreement that covered the use of the Nobex app for StreamLicensing/Oi2 Media is no longer in effect.
We want to make sure our decision causes as little disruption to your station as possible, so if your station uses the StreamLicensing application you’ll have a few options:
Either way, you can continue to have an app for your station!
It is important to note that Nobex Partners doesn’t provide any assistance with content licensing. You will be responsible for ensuring that your station is properly licensed and managing payment of performance royalties.
Please feel free to contact our support team via the onsite message system. We’re happy to discuss with you.
I was lucky to have a great consultant on my first programming job. It could have been awkward. The late Chicago R&B radio veteran Richard Pegue was a former PD on my station’s frequency. He had also applied for the PD job himself. What he would have done at the helm would have undoubtedly sounded different. And yet, he enthusiastically helped me execute my own vision of the radio station.
Okay, mostly enthusiastically. It was from Richard that I first heard the phrase, “It’s not my radio station.” Sometimes, I think he said “… our station” and was saying it to commiserate with me after a tough day. Sometimes, I’m sure he meant, “Okay, if you insist.” With more time around radio stations, I came to understand this as the thing that a lot of radio people said after a tough day. The phrase “s—t happens” was just becoming popular around then. “It is what it is” was years away from its current usage. So if you meant, “I don’t like it, but I can’t change it,” you said, “It’s not my radio station.”
The intervening years gave broadcasters a lot of chances to feel that way. In 1995, when I started to hear “it’s not my radio station,” it might sometimes be amended with a cheerful “it’s the audience’s radio station, and I do what they want.” As often, the second half of the sentence was “it’s the owner’s radio station.” It wasn’t much longer until the sentence ended with “… it’s Wall Street’s radio station.” And that was if you were lucky enough to still be in a radio station, because many weren’t.
I’ve been fortunate enough to be involved in a lot of great projects over the last 15 years or so, usually helping other people flesh out their vision for a broadcast property. Occasionally, somebody will ask the question, “So what would you do if it was your radio station?” I can always answer that, but I know that the right answer for most owners and programmers depends on the life they’re willing to live, and what they feel they can correctly execute. Country’s 2-to-3-share New York niche wasn’t right for many major groups; Cumulus was comfortable with the format and looking for a flagship.
Consultants and researchers have a reputation for being didactic. Over the years, I’ve come to understand how it might happen. A decade or so ago, a station’s consultant and I both left a medium market thinking we had a clear game plan, then watched a PD (with major-market experience and no small level of his own accomplishment) put on something that in no way resembled what we had discussed. The consultant in question was and remains one of the industry’s most respected. He wasn’t the type of consultant you’ve heard about who badgers, or comes to the station and sits at the client’s desk, or plays other mind games. But at that moment, I would have understood if he’d wanted to.
In that case, the PD heard a station in his head, but it was the wrong one, and it didn’t last very long. As often, the issue is that the PD doesn’t hear any ideal station. Today’s cluster strategies have also ensured that somebody will be programming two, three, four or more radio stations. Inevitably, one of them will be a format that the PD does not personally like, or understand. While we like to think that a good programmer can program anything, it’s hard to camouflage not liking a certain format. After a while of trying your best tricks from the format you do like, you still have to have a considered opinion on the music that you schedule, and it’s hard if you don’t like the songs.
Sometimes, liking the songs has been my job. Sometimes there’s somebody else in the programming department who brings the passion for the format that the PD doesn’t have. But not always. It’s an equally old saying that a station is an extension of a PD’s personality, but some stations sound more like a composite playlist of other stations. Or a music test in search of a radio station. And having somebody over four radio stations even saps the energy for the format the programmer does like.
In other words, somebody has to say “it is my radio station.” And mean it. Because these days, listeners effectively have the ability to program their own station. Right now, that station will be an unhosted collection of records somewhere online or on their desktop. But give Alexa time. Rather than provide the second-best approximation of the listener’s personal playlist, it’s okay to offer your own. That doesn’t mean don’t play the hits. Think of it as putting on music for company. You want to play something they’ll like; you want to make your own statement.
“It is my radio station” doesn’t have to just come from one person. Recently, I helped somebody sign on a unique radio station. It was the owner’s vision, but I’ve had a wide latitude to help fill that in. I’ve been gratified both by how happy he is with what he’s hearing, and with the reported response in the market. Paradoxically, because I know how much trust I have, I’m particularly interested in the owner’s thoughts and tweaks. In other words, we’ve reached the best place. It is our radio station.