What lessons can religious broadcasters learn from passenger railroads, and other former growth industries, that failed to successfully adapt to change?
In a session for Christian Music Broadcasters, meeting during GMA week in Nashville, Bob Garfield, co-host of NPR’s On the Media told Mark Ramsey “I would prepare for a world in which the technology really does obsolete radio waves.”
Lesson #1: Recognize the Scale of Change
New technologies are changing the very meaning of “radio.” An RF transmitter is no longer required for sending out audio signals. Media habits are changing. The radio business will never be the same again.
Lesson #2: Learn To Do More With Less
According to The Internet Advertising Bureau report, Internet advertising revenues grew 10.6% to $23.4 billion in 2008, making it the third largest ad-supported medium behind newspapers and television. Radio revenues fell 9% to $19.5 billion.
Lesson #2: Think Strategically About the Future
Based on what is known today, develop future “what if” scenarios. Formulate a response plan for each. The process can reveal new ministry and business opportunities. As they say, “if you don’t know where you’re going, any road will get you there.”
Lesson #3: Focus on Key Relationships
Know what audiences, churches, ministries and businesses need from you; then provide it. Get to know individuals from each group by name. Extend invitations for them to partner with you in mission.
Lesson #4: Innovate to Meet Needs
Joe Jaffe told Mark Ramsey and a Christian radio crowd, “My message to the radio industry is to innovate or you will die.” Create an innovation department. Develop pilot projects for podcasts, blogs, mobile apps and social networking.
Lesson #5: Explore New Business Models
Begin by asking, “If religious broadcasting was just starting today, what would be the right way to build it?” Develop new marketing partnerships with Christian publishers, record companies/artists and technology companies. Combine resources.
Lesson #6: Form New Alliances
Dennis Rainey challenged attendees at an NRB convention, “To dismantle fences; to use God-given platforms to partner with others; and to leverage assets to fulfill bold ministry initiatives.” Recognize the efficiencies that could be gained by eliminating duplication of efforts to secure donors and audiences.
Lesson #7: Make the Right Assumptions
As previously noted, a chief reason for the decline of passenger railroads, and other former growth industries, was that executives made the wrong assumptions about the business they were in.
“What business are religious broadcasters really in?”
One way to define it: Connecting people to Jesus Christ; to one another; to God’s work in the world; and to sponsors and partners
Avoiding decline or stagnation in the future will take a clear understanding of mission; passionate leadership; and a vision for greatness.
If changes aren’t underway in your organization, it’s not too late to start. Though, it might be worth noting that time does run out. (See “Have the Days of Christian Media Come and Gone?”)
Lesson 8: Remember the Lord
With God’s help, a media platform for the gospel can be preserved and expanded for future generations…with or without radio waves.
“The work is extensive and spread out, and we are widely separated from each other along the wall. Wherever you hear the sound of the trumpet, join us there. Our God will fight for us!” (Nehemiah 4)