{"id":13605,"date":"2022-03-23T00:26:33","date_gmt":"2022-03-22T23:26:33","guid":{"rendered":"https:\/\/journalift.org\/?p=13605"},"modified":"2022-03-23T00:45:07","modified_gmt":"2022-03-22T23:45:07","slug":"to-broadcast-or-not-to-broadcast-that-is-the-question","status":"publish","type":"post","link":"https:\/\/journalift.org\/to-broadcast-or-not-to-broadcast-that-is-the-question\/","title":{"rendered":"To broadcast or not to broadcast, that is the question"},"content":{"rendered":"\n
If you don\u2019t want to read the whole article, let me answer this simple question: YES. You should broadcast right now. But…<\/p>\n\n\n\n
Challenging time for most media outlets has come. Today, we are more than two years in COVID-19 era, and still no end is on the horizon. Media has suffered a lot. I had contacts with many small, local stations in Balkan region, and they have almost the same problems. Guess what? It\u2019s not about COVID-19. Sure, there aren\u2019t that many ads as they have had before, and cash flow could be better, but the main problem is: Radio is losing its battle to survive. But it can win and be even stronger than ever before.<\/strong><\/p>\n\n\n\n How? Let me explain this.<\/p>\n\n\n\n First of all, let\u2019s define the cause. People who work in radio think it\u2019s not cool to be there<\/strong>. I have heard many reasons: \u201cWe cannot compete with streaming services”, \u201cOur paychecks are smaller than our bills\u201d, \u201cNobody listens to me\u201d, \u201cEverybody wants video content\u201d, \u201cPodcasts are more attractive\u201d, etc.<\/p>\n\n\n\n While I would agree with many statements, it doesn\u2019t mean that they are bad for us (broadcasters). Those statements should be guidelines: <\/p>\n\n\n\n