One thing struck me at this year's National Radio Conference was that 'radio' seemed to be missing. Not the word, nor its representation from the industry but what was markedly absent was talk of it as a specific medium.
To compare, let's take a quick peek at the key sessions of last year's Melbourne conference. It featured Jonesy and Amanda from ARN talking about the strategy that saw them win Sydney breakfast, and there were insights from Nielsen about opportunities for advertisers using the airwaves. The keynote speaker was Andrew Denton talking about creativity in radio – a highlight for both myself and my mum Cath, who insisted on me lightly stalking and then sending her 800 blurry photos of him. Mums love Denton.
At the Gold Coast this year, things were different. Media agency bosses got on stage to discuss the impact of paid, earned and owned media on the landscape as a whole. Radio, of course was mentioned but in a far broader view; as a digital channel, a social vehicle and an events platform. There was also a programmatic session that had only one radio industry member on the entire panel. And the keynote for this year was Cummins&Partners' Sean Cummins talking about the role of traditional advertising, and expressing his disdain for branded content. Not only were they interesting sessions, but from an outsider-in perspective, they were incredibly topical; looking at the role of radio brands within the wider media and advertising spectrum. They were heavily based in the broader landscape instead of the radio microcosm and my mum didn't want a piece of it.
One thing I've learnt during my time as AdNews' radio reporter is that 'radio' is more than just a channel. Networks themselves are now multichannel brands which can plug into audiences from online, social, events, streaming and of course, the radio frequency itself. But the other thing I've learnt is there is a lot of convenient rhetoric that goes along with this positioning as networks try to edge away from this traditional view.
It's easy to take the cynical route, that necessity breeds invention,especially when there is more talk than movement in building out those brands. Least we forget then, every six weeks, the multichannel view goes out the window, as everyone scrambles to justify those jumps and drops in the radio ratings.
But I've seen more and more proof of this evolved view of radio networks, as multi-channel 'brands' throughout this year. Radio is also a medium that exists with other media, and as marketers looks to increasingly holistic solutions, thinking siloed is no longer a recipe for success. This year's conference is the industry speaking with one unified voice to indicate the direction it is headed in, and that is far beyond a place where radio is a universe unto itself.
Radio has been talking about taking disruption head on for some time, but actions speak louder than words. If this year's conference on the sunny Gold Coast is anything to go by, the weather won't be the only blue skies ahead.