Get This - the best radio show on....um...radio, came to an end last week because it was too popular. Or something like that. Too much talking, not enough Nickleback, despite increasing the station average.
Tony Martin, Ed Kavalee and Richard Marsland will no doubt pop up elsewhere but in the meantime we'll have to do with the archives. Like Slim Shady Senior, who was around in the 1930's and was apparently the inspiration for Eminem.
Bear in mind with this video I've pulled the audio clip from their web site and cobbled it together with a couple of old photos I found floating about. Please welcome Slim Shady Snr.....
The amazing thing about Get This is that every week 50,000+ podcasts are downloaded. For the final show, something like 270,000 of the things were downloaded! That includes me. I don't listen to the radio in my car anymore. I just hook my iPod into my cassette deck and listen to Get This and my CD's straight off the iPod.
No ads, just the stuff I want to hear.
Also, an interesting report from David Dale in todays Sydney Morning Herald. He points out that sales of the top 15 DVD's over the last 3 months is quite different from last year. Back then it was movies. Now most of them are TV shows.
Like Get This and the Triple M network, shows like The Family Guy scare the crap out of the good folk at commercial networks so it just gets shunted around in bad time slots. Any wonder they can't handle it - this is their idea of a good station promo.
Consumers, not networks, now control the way in which shows are watched.
My media agency told me the other day that Channel 7 was increasing it's rates by about 10% next year. Channel 9 is pretty minimal and Channel 10 is somewhere in between. I need to reconfirm the data but it's something like this anyway. So as viewing audiences go down, the rates go up. Work that one out.
As an FMCG marketer, this is all really exciting. With the growth of private label, a reliance on price promotions to drive volumes, and margins being squeezed, it will be the best marketers who shine through and capture consumers hearts and minds.
And it will be the best agencies who can balance this quest with the commercial reality of having to get 3-5% volume increases in mass brands.