Radio’s “durable competitive advantage” is “stationality.” Stationality is the nature of the relationship between listeners and your radio station. The relationship a listener has with your radio station’s brand ultimately determines your success.
Stationality is not about what your radio station does. It’s about what your radio station means in the mind of the listener. Your station’s pattern of behavior (type of music you play, spots heard on your airwaves, personalities and imaging between your songs, promotions/contesting you run, etc.) are all merely lifeless events.
It’s the meaning or emotional interpretation that listeners give each of these events that bring them to life. A personality coming out of your speakers is just a series of words playing through an electronic machine until the listener feels something. Then, your personality exists in their mind.
Remaining relevant means shifting the playing field from positioning our radio stations with descriptions of what we do (most music, better variety, brighter mix) to descriptions of what our product means (feel good, relax, family, connection, comfort, sing-along, etc.)
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