WEBVTT 00:00:00.590 --> 00:00:03.149 Hello, I'm James Criddon, the radio futurologist, 00:00:03.149 --> 00:00:05.349 and every week or so I write a newsletter all 00:00:05.349 --> 00:00:07.730 about the future of radio, and this is it in 00:00:07.730 --> 00:00:12.650 podcast form. For March 2nd, 2025, Rajar's MIDAS 00:00:12.650 --> 00:00:16.429 study and a look ahead to radio days. In the 00:00:16.429 --> 00:00:19.969 UK, Rajar has published its MIDAS survey for 00:00:19.969 --> 00:00:23.190 quarter four 2024, and it's a study which should 00:00:23.190 --> 00:00:25.510 be required reading for anyone interested in 00:00:25.510 --> 00:00:28.839 audio consumption. Podcasts got the highest weekly 00:00:28.839 --> 00:00:32.979 reach figure yet, 26 % of all British adults, 00:00:33.259 --> 00:00:36.840 and they're most consumed by those aged 35 to 00:00:36.840 --> 00:00:41.960 54, where they enjoy a 35 % reach. However, podcasts 00:00:41.960 --> 00:00:45.340 still only account for 9 % of total time spent 00:00:45.340 --> 00:00:47.859 listening to audio, including catch -up radio. 00:00:48.159 --> 00:00:51.960 Live radio still is listened to more than seven 00:00:51.960 --> 00:00:55.310 times longer. And time spent listening to podcasts 00:00:55.310 --> 00:00:57.210 is very interesting to me, and I can't really 00:00:57.210 --> 00:01:00.109 see how that's doing from this data. Yes, podcasts 00:01:00.109 --> 00:01:04.409 have increased in share of total time spent listening, 00:01:04.469 --> 00:01:07.049 but so has the reach of podcasts, so I can't 00:01:07.049 --> 00:01:10.069 quite see if people are listening longer. Rajar 00:01:10.069 --> 00:01:12.670 does say, though, that the total number of weekly 00:01:12.670 --> 00:01:16.430 hours listening to audio has increased by 16 00:01:16.430 --> 00:01:21.769 % since winter 2019. The 15 -plus UK population 00:01:21.769 --> 00:01:25.200 has increased too, but... only by 10 .4%, incidentally. 00:01:25.200 --> 00:01:28.180 So it is a real increase. I'm fascinated at these 00:01:28.180 --> 00:01:30.239 numbers every quarter. I find them absolutely 00:01:30.239 --> 00:01:33.700 fascinating work. And you should go and take 00:01:33.700 --> 00:01:36.620 a look at them. You'll find them linked from 00:01:36.620 --> 00:01:38.640 the link that you'll find in the show notes. 00:01:39.069 --> 00:01:41.209 Talking about being fascinated by numbers, the 00:01:41.209 --> 00:01:44.650 Infinite Dial 2025 from Edison Research is being 00:01:44.650 --> 00:01:47.489 revealed in a webinar on March the 20th, which 00:01:47.489 --> 00:01:50.150 contains even more helpful and useful numbers 00:01:50.150 --> 00:01:53.090 from the US market. And I will definitely be 00:01:53.090 --> 00:01:55.829 watching this year. I've got no choice since 00:01:55.829 --> 00:01:59.790 I'm also presenting it as well. So excited. You 00:01:59.790 --> 00:02:02.629 should join Megan Lazarevic and I as a special 00:02:02.629 --> 00:02:05.549 two days after my birthday treat. It's free to 00:02:05.549 --> 00:02:08.090 sign up. There's a link in the show notes and 00:02:08.090 --> 00:02:11.050 I will see you then. Now, I'm really looking 00:02:11.050 --> 00:02:13.069 forward to Radio Days Europe next week. Some 00:02:13.069 --> 00:02:17.150 times for your diary are Monday, 4 .05pm to 4 00:02:17.150 --> 00:02:20.430 .45pm in track three, the audio landscape of 00:02:20.430 --> 00:02:23.419 the future. It says here, what are the big trends 00:02:23.419 --> 00:02:25.740 in audio consumption right now? How is audio 00:02:25.740 --> 00:02:28.960 production changing? How is it being monetized? 00:02:29.000 --> 00:02:31.580 What does it mean for radio and for podcasting? 00:02:31.599 --> 00:02:34.099 Is our audience changing the way they listen? 00:02:34.159 --> 00:02:36.979 And if so, should we change to meet them? The 00:02:36.979 --> 00:02:40.740 world's only radio futurologist, James Credland, 00:02:40.819 --> 00:02:43.819 looks at the available data to uncover the likely 00:02:43.819 --> 00:02:48.789 path of radio and audio in the future. I'm not 00:02:48.789 --> 00:02:51.069 the world's only radio futurologist. There's 00:02:51.069 --> 00:02:54.090 a man in Ghana who I did some training to and 00:02:54.090 --> 00:02:56.270 thought that radio futurologist was such a good 00:02:56.270 --> 00:02:58.430 job title. He would be one too. And why not? 00:02:59.110 --> 00:03:01.689 Anyway, it's very much a look at the unique selling 00:03:01.689 --> 00:03:03.909 points of radio and audio, what we should be 00:03:03.909 --> 00:03:06.710 doing to maximize them. Yes, you can expect a 00:03:06.710 --> 00:03:09.229 ton of data, but also some good examples, I hope, 00:03:09.310 --> 00:03:12.500 of where we might be going. And then on Tuesday, 00:03:12.680 --> 00:03:15.800 one of the last sessions of the conference, 1 00:03:15.800 --> 00:03:19.620 .45pm to 2 .30pm in track three, radio station 00:03:19.620 --> 00:03:23.520 marketing hits and misses. As marketing budgets 00:03:23.520 --> 00:03:25.580 grow smaller, it's never been more important 00:03:25.580 --> 00:03:27.340 to ensure that the marketing for your radio station 00:03:27.340 --> 00:03:29.599 is focused and effective, whether it's TV spots, 00:03:29.780 --> 00:03:32.659 social media or even promotional items. In this 00:03:32.659 --> 00:03:36.319 session, the radio futurologist James Cridland, 00:03:36.340 --> 00:03:40.530 that's me. who was formerly an advertising copywriter, 00:03:40.689 --> 00:03:43.629 shares some of his favourite radio station marketing 00:03:43.629 --> 00:03:45.909 with the international audio consultant Francis 00:03:45.909 --> 00:03:48.930 Currie and executive creative director at McCann, 00:03:48.990 --> 00:03:51.949 Aleka Papadia, discover the hits and the misses 00:03:51.949 --> 00:03:54.370 from the point of view of an award -winning creative 00:03:54.370 --> 00:03:58.009 and a successful radio programmer and gain new 00:03:58.009 --> 00:04:01.210 insights into how to grow your audience. Now 00:04:01.210 --> 00:04:03.710 listen, this is a session I have always wanted 00:04:03.710 --> 00:04:06.289 to do. I'm super looking forward to it after 00:04:06.289 --> 00:04:09.250 finally convincing the folks at Radio Days to 00:04:09.250 --> 00:04:11.870 do it, one of whom listens to this podcast. So 00:04:11.870 --> 00:04:14.129 I'll just have to be careful what I say. It says 00:04:14.129 --> 00:04:15.909 that I'm showing off some of my favourite marketing 00:04:15.909 --> 00:04:17.949 now. Favourites doesn't always mean that they're 00:04:17.949 --> 00:04:20.470 any good. And I've got one shocker of a waste 00:04:20.470 --> 00:04:23.149 of money, which I'm looking forward to showing 00:04:23.149 --> 00:04:25.129 off. Let's hope that nobody responsible for it 00:04:25.129 --> 00:04:26.490 is in the room, because otherwise that'll be 00:04:26.490 --> 00:04:28.689 embarrassing, won't it? Obviously, I've written 00:04:28.689 --> 00:04:32.750 both of those presentations by now. And I have 00:04:32.750 --> 00:04:36.350 absolutely no stress whatsoever over the next 00:04:36.350 --> 00:04:38.569 week or so. But super looking forward to that. 00:04:38.610 --> 00:04:40.230 If you are going to Radio Day to Europe, please 00:04:40.230 --> 00:04:42.350 drop me an email. It would be wonderful to catch 00:04:42.350 --> 00:04:45.209 up. jamesatcrid .net is my email address or jamesatcrid 00:04:45.209 --> 00:04:49.589 .land. And that would be fantastic. Elsewhere, 00:04:49.589 --> 00:04:53.170 other news. Global's CEO Stephen Myron is stepping 00:04:53.170 --> 00:04:55.829 back from his role this month after 16 years 00:04:55.829 --> 00:04:58.230 in charge. The media leader interviewed him at 00:04:58.230 --> 00:05:00.790 the end of last year and their podcast is worth 00:05:00.790 --> 00:05:03.529 a listen. Global is an awe -inspiring company 00:05:03.529 --> 00:05:06.720 with a lot to teach the rest of the media. The 00:05:06.720 --> 00:05:09.339 BBC's confirmed that BBC Sounds is to close to 00:05:09.339 --> 00:05:12.800 international users this spring, which is officially 00:05:12.800 --> 00:05:15.360 any time from now to the end of May. I bet it'll 00:05:15.360 --> 00:05:17.720 be the end of May, personally. Anyway, they say 00:05:17.720 --> 00:05:20.720 UK users who go on holiday outside the UK for 00:05:20.720 --> 00:05:22.759 a short period of time will still be able to 00:05:22.759 --> 00:05:26.180 use the BBC Sounds app abroad. which is intriguing, 00:05:26.379 --> 00:05:29.879 which suggests that all BBC domestic radio will 00:05:29.879 --> 00:05:32.379 no longer be available to international listeners, 00:05:32.480 --> 00:05:36.019 except BBC Radio 4 and BBC World Service, both 00:05:36.019 --> 00:05:38.980 of which exist on the new BBC Audio International 00:05:38.980 --> 00:05:42.759 product. Although, if you have a look on the 00:05:42.759 --> 00:05:46.040 BBC .com website, audio is now a top -level navigation, 00:05:46.240 --> 00:05:48.720 which is excellent. It also gains a rail on the 00:05:48.720 --> 00:05:51.279 front page as well, so it's good to see that 00:05:51.279 --> 00:05:54.269 the BBC's audio is finally giving... being given 00:05:54.269 --> 00:05:57.509 much more prominence on the website, as it should 00:05:57.509 --> 00:06:00.970 have been. So that's very good. All things change 00:06:00.970 --> 00:06:02.970 when you get rid of the things that you can't 00:06:02.970 --> 00:06:05.889 make money out of. So congratulations to them. 00:06:06.699 --> 00:06:08.339 Now, you might have heard that now and then the 00:06:08.339 --> 00:06:10.279 Beatles track that came out last year was made 00:06:10.279 --> 00:06:13.339 with AI. And there's a really nice explainer 00:06:13.339 --> 00:06:16.220 about how they used AI to make it from none other 00:06:16.220 --> 00:06:19.279 than Giles Martin, who ought to know, on YouTube. 00:06:19.360 --> 00:06:23.600 I regularly give live demos of AI tools for radio 00:06:23.600 --> 00:06:27.360 and podcast creators. Many of them aren't generative 00:06:27.360 --> 00:06:31.000 AI making new stuff, but are the AI tools like 00:06:31.000 --> 00:06:34.160 the ones Giles shows off. And it's really good 00:06:34.160 --> 00:06:36.980 to see such a clear explanation. of what they 00:06:36.980 --> 00:06:40.600 did and in australia to follow up from sca's 00:06:40.600 --> 00:06:43.600 redundancies last week arn has announced a 40 00:06:43.600 --> 00:06:46.959 million dollar cost cutting exercise over the 00:06:46.959 --> 00:06:49.899 next three years its australian radio business 00:06:49.899 --> 00:06:52.620 was flat last year the company also owns an out 00:06:52.620 --> 00:06:55.360 -of -home advertising company in hong kong which 00:06:55.360 --> 00:06:57.980 has done really well now here's a fun fact arn 00:06:57.980 --> 00:07:01.980 used to own an out -of -home company in australia 00:07:02.600 --> 00:07:05.060 as well as a street furniture company called 00:07:05.060 --> 00:07:08.639 AdShell. So what might have been? I bet they're 00:07:08.639 --> 00:07:10.339 kicking themselves that they sold those companies 00:07:10.339 --> 00:07:14.420 now. Anyway, speaking next, as you just heard, 00:07:14.560 --> 00:07:18.420 Radio Days Europe in Athens in Greece. Also Radio, 00:07:18.759 --> 00:07:23.259 new word, Days, Ireland. which is in Dublin in 00:07:23.259 --> 00:07:26.180 Ireland, towards the end of the month. Evolutions 00:07:26.180 --> 00:07:30.500 in Chicago, in Illinois, in the US, assuming 00:07:30.500 --> 00:07:32.240 it's still a place where anybody wants to fly 00:07:32.240 --> 00:07:35.879 to, between March the 31st and April the 3rd. 00:07:36.300 --> 00:07:38.639 Then I'll be at Radio Days North America in Toronto 00:07:38.639 --> 00:07:41.420 in early May. The podcast show in London in late 00:07:41.420 --> 00:07:43.959 May. Podcast Movement in Dallas, Texas, probably 00:07:43.959 --> 00:07:48.300 August 18th to the 21st. Still a bit sort of... 00:07:48.699 --> 00:07:50.819 Conflicted about that, given what's going on 00:07:50.819 --> 00:07:53.480 in the US right now. Radio Days Asia, perhaps, 00:07:53.720 --> 00:07:58.259 in September. Still waiting for news on how Radio 00:07:58.259 --> 00:08:01.180 Days Asia pans out this year, but it should be 00:08:01.180 --> 00:08:04.420 good however it pans out. I'm going to Penn Iron 00:08:04.420 --> 00:08:09.220 Radio's 50th and final birthday, which should 00:08:09.220 --> 00:08:12.240 be fun, in Bradford. I'll be there somehow. Should 00:08:12.240 --> 00:08:14.480 probably book my hotel room for that. Let's hope 00:08:14.480 --> 00:08:17.019 that they haven't sold out. And Pod Summit, YYC 00:08:17.019 --> 00:08:21.959 in Calgary in Canada. September 19th to the 20th. 00:08:21.980 --> 00:08:24.240 That should be good fun too. So looking forward 00:08:24.240 --> 00:08:27.160 to all of those. Thank you to everybody who is 00:08:27.160 --> 00:08:31.319 a supporter. Buymeacoffee .com slash James Cridland 00:08:31.319 --> 00:08:34.519 is the place to go. If you regularly give me 00:08:34.519 --> 00:08:38.259 coffee, then you should perhaps consider joining 00:08:38.259 --> 00:08:40.720 as a member and just automatically regularly 00:08:40.720 --> 00:08:42.980 giving coffee. That would be good. But anyway, 00:08:43.080 --> 00:08:45.870 you can do that. You can also follow me on Blue 00:08:45.870 --> 00:08:49.210 Sky at james .crid .land or at Mastodon, where 00:08:49.210 --> 00:08:53.429 I'm most active, at james at bne .social is where 00:08:53.429 --> 00:08:55.450 I am. My website's more detailed about who I 00:08:55.450 --> 00:08:57.669 am or what I do. If I can help you, james .crid 00:08:57.669 --> 00:09:01.450 .land is the website address. And until next 00:09:01.450 --> 00:09:02.690 time, keep listening.