A new book by Alexis Hue is calling on radio stations to act urgently or risk being left behind in the shift to digital audio.
Radio’s Digital Transformation Playbook sets out a framework designed specifically for broadcasters to adapt to the on-demand era.
Alexis, a tech entrepreneur and founder of Audiotiq, argues that many current digital efforts in radio are not enough. Instead of focusing on websites and apps, he says stations need to rethink how they create value, reach audiences and generate income in a market dominated by streaming.
The book outlines three core areas to tackle: enabling change with strategy, organisation and data; driving change through structured experimentation; and delivering change in areas such as content, distribution, growth and monetisation.
“Radio cannot afford to sit on the sidelines of the digital revolution,” Alexis writes. He highlights that younger listeners have moved away from traditional broadcasting and that radio’s model of relying on signal reach doesn’t translate online.
One of the key points made in the book is the lack of focus on audience acquisition. Alexis says the belief that good content alone will attract listeners online is no longer true. He stresses that metadata, algorithms and visual presentation now play a vital role.
Tools from the tech industry, such as experimentation sprints and growth funnels, are adapted in the book for use by radio teams. It also includes practical materials such as templates and a free self-assessment tool available at audiotiq.com/self-assessment.
The book is available now and aims to give radio operators a practical guide to help them adapt quickly while they still have time.