Off the back of what can only be described as a dystopian couple of years, it's no wonder that we have started to see trends for forced positivity emerge. We've moved from the performative #blessed and #gratitude hashtags to the more curative choices of “Dopamine Dressing” and mood hack diets. We’re more conscious of our habits and what makes us feel good, and I wonder: Is how we make our choices in media consumption the same?

As marketers, so much of our focus is on how we can better engage with our audience once they’ve chosen a particular media channel, whether it's radio, podcast, streaming or TV, that we forget to think about why they make that channel choice in the first place. It’s a basic principle of channel planning that I would argue has been lost in the somewhat causal relationship with marketers’ addiction to measurable ROI. The art of insightful channel planning has been beaten down, leaving most of the decision-making to be guided by pure numbers.

However, in times of crisis and uncertainty, it’s apparent that peoples’ media choices change. I don’t buy into this being a simple shift in their appetite for different subject matter; rather, I believe the philosopher Marshall McLuhan’s proclamation that “the medium is the message” – the methods used to communicate information have a significant impact on the messages they deliver. And if, like the good strategist that I am, I ask why, the answer becomes clear.

We seek comfort in unity

Streaming services clearly benefited from our forced lifestyle changes over the last few years, but there wasn’t one standout winner. However, if we turn to TV, Channel 7 is the clear winner. Notwithstanding the quality of their Olympics coverage, I would argue that the “win” was in the fact that audiences felt some innate comfort in the knowledge that their neighbours, friends, colleagues and strangers down the street were also likely to be tuning in. It was a great leveller and reminder that we could find commonality in the wholesomeness of sport despite our circumstances.

But was it the sport or was it the TV? McLuhan would say the latter. One broadcaster reaching many people simultaneously makes us feel connected – it’s completely at odds with a streaming service that sells itself on a personalised experience, and one that I think should take some credit for Channel 7’s ratings success across the period.

We sought togetherness – not just connectedness – and the TV gave us that. Even today, OzTam is reporting that 94 per cent of TV viewing is occurring via Linear TV, which, if the hypothesis is true, should be no surprise because as humans we yearn for comfort amid uncertainty. 

Materiality gives us confidence

There is a reason that despite more technically advanced digital options, ‘old’ mediums like books, newspapers and even physical screens still exist. Yes, there is a generational factor and the need to satisfy some luddite audiences – but there is also something reassuring about being able to interact with your medium of choice and not deal with a hissy fit wheel of death. 

Outside of the inner-city media bubble, these traditional and affectionate relationships with traditional media outlets remain solid and, in some cases, like radio, are on the rise in popularity, particularly in regional Australia. In the last few weeks, we have witnessed a declaration of war, devastation and displacement caused by forces of nature, and a new, more contagious, more resistant COVID variant emerge – all as we thought life was getting back to normal. 

Along the east coast, as floodwaters swelled, local metro and regional communities sought out information, and radio was the trusted voice that delivered that. Radio is incredibly agile, and all relevant shows across the ARN network pivoted to tailor content to provide listeners with up-to-date information on the unfolding situation. While keeping within their usual style, each show adapted to satisfy their audience's desire for information, balanced with light-hearted escapism and stories of hope. Our ability to work hand-in-hand with government agencies and emergency services to quickly and accurately distribute life-saving information is exceptional. Radio truly is the life-blood of the community at challenging times like these.

Importantly, it’s not just the information we broadcast but also the medium itself. Back to my old mate McLuhan – the reliability of radio as a medium cannot be overlooked. As content creators, it is our responsibility to live up to this, broadcasting content that is equally as powerful. This is what audiences have come to expect and hold us to account on because it makes them feel safe and comforted. In a world of constant flux, radio can always be relied upon.

Familiarity builds security

I’m an avid podcast listener and noticed that at some point during the pandemic, a clever person over at Mamamia started to pepper their podcasts with the voices of Australian expats calling the podphone. They’d started receiving messages, telling the hosts that while they couldn’t be at home, the podcast was their line back to Australia. 

Local voices matter. When we feel displaced and uncertain, we seek out those like us. Those who know me know that I am a firm believer in connecting with audiences around passion points. But I will also argue that the more uncertainty we experience, the more we yearn for a connection with the familiar.

Any mediocre media professional can tell you that relevance is key for connecting with an audience. It’s a no brainer. But despite the advanced technologies we use to give our advertising the greatest chance of relevance, nothing beats the connection you can create by being in the moment with someone. This is the power of radio. 

Live, local content delivered by a human voice, at the same time, in the same context. The routinised nature of radio goes to its resilience as a medium, and this is important because humans are comforted by routine (just ask any parent who has read Save Our Sleep). If familiar cues are in place, it is easier to absorb the unpredictable information about the world around us.     

Broadcast radio is an elevated form of audio – it epitomises relevancy. Its inherent portability means people feel seen at exactly the same time the content is being created, and this delivers a powerful connection that is unrivalled by any other medium.

First find out where, then ask why

So, here’s the challenge. As a channel planner or strategist, how do you generate a connections plan that is really going to count? You question why – why do these ‘old’ mediums still exist when there are more technologically progressed options? Why do people still choose to consume them? I reckon the answer is in the medium itself and taking this into account shifts a plan from one that connects to one that makes connections that count.