Features
Media Mayhem: Lizzie Young – ‘We need to focus on longer-term solutions that enable local media to not just survive but thrive’
These are interesting times, and the challenges faced by Australian marketing and media are frequently diabolical. There is always opportunity in a crisis, but rarely a single solution that is easy to see. Many are worried, searching for answers, and seeking guidance from our best thinkers. At Mumbrella, we want to interview industry leaders to understand their insights and learn how they handle the challenges and structure for the future. We hope this can help inspire our industry to trade through the storms and deliver the best work on the global stage.
In this week’s Media Mayhem, we sit down with new Commercial Radio & Audio CEO, Lizzie Young.
How is the operating environment impacting your team? Your clients? Your partners?
As an industry, commercial radio and audio has much to be proud of. We have firmly made the leap into digital and are meeting consumers wherever they are from a distribution point of view, and from a content point of view, with both live and on-demand content covering all the essentials – news and information that is uniquely local and trusted, entertainment and long-form storytelling across an enormous spectrum of subjects and interests. There really is something for everyone.
The numbers prove radio’s unique position, with the latest GfK radio ratings survey showing commercial radio share is at its highest level since 2014. That’s 12.3 million weekly listeners, who are spending an average of 12 hours and 51 minutes listening to their favourite stations. In addition, on-demand podcasting audiences in Australia are on the rise, with average monthly listeners increasing by 8.7% compared to the same period last year.
We all know it’s a challenging advertising market, but the strength of that ongoing audience result is ensuring radio remains resilient. Radio has continually demonstrated its ability to deliver outcomes for clients that are efficient and effective. We see the power and versatility of the medium to deliver outcomes at both ends of the funnel, from building brand right through to the checkout.
That said, there are things that can be done to even up the playing field and ensure that a sector which employs more than 6,500 people and contributes more than $1 billion to GDP remains strong and vibrant. For example, legislation to deliver prominence on connected devices so that consumers maintain free and easy access is crucial. We must also look for ways to protect our unique local product and our connection within communities. We must have legislative frameworks that don’t just sustain us but enable the industry to grow and continue to deliver a product that is truly made in Australia, not something controlled by global tech.
What changes are you seeing in consumer behaviours and preferences? How are you meeting them?
The industry has embraced the demands of consumers and invested heavily to ensure Australia is one of the most vibrant commercial radio sectors in the world.
Our distribution strategy is to leverage technology and ensure audio is available wherever our listeners go. This means we are now omnipresent, we live in the palm of their hand via their smartphone, when they wake up in the morning we are there via their smart speaker, and we are with them in their car every single day. We are meeting the audience where they are and in doing so ensuring we protect the utility we provide. This has been and will remain a core focus.
The content you hear across radio and podcasting has also expanded to reflect cultural change and the conversations that are happening across the country. That content is driven by the talented people we have on-air/online. We provide a platform for them to connect to the audience, and the people creating that content have evolved. Social media and the new wave of social influencers have expanded this, and as an industry we can provide them with a platform that builds a deep one-on-one connection. That’s because radio has always been the OG (if you’re not familiar, Google it) of influencers, and that ability to build a relationship is what we do. This to me is one of the most interesting parts of the radio sector. It is exciting and it opens up the space to new and different voices, ensuring our cultural relevance and connection to communities continues to evolve and grow.
When you lift your eyes from the screen to the media and marketing horizon, how are you planning?
The principles are simple: the audio experience needs to be easy to consume for the audience and easy to buy for advertisers. We need to meet the market with the right content, be omnipresent via the right technology solutions, and deliver the right opportunities for clients so they can embrace radio to deliver business growth and leverage the enormous scale we deliver in a unique, highly engaged environment.
What proposals for legislative change would you prioritise?
Foremost on CRA’s agenda is prominence. It is critical that Australians have free, easy access to their local radio on connected devices such as smart speakers and in their cars. We cannot have a situation where the unintended consequence of utilising new technology deprives the community of an essential service.
We need to remember that 83% of Australians listen to the radio in their cars and it’s a major way millions of people get information on the move, be that local news and information, navigating traffic getting kids to school, weather information, emergency services information and so on.
More broadly, I’m not sure we’re done with the conversation about the role global tech has played in taking significant advertising revenue from the market while not supporting local Australian media. The News Media Bargaining Code provided an opportunity for some media for a small window of time, but we need to focus on longer-term solutions that enable local media to not just survive but thrive.
It’s no secret that the broadcast industry is heavily regulated, and therefore subject to a range of onerous obligations. Appropriate measures should be taken to ensure legislation is fit for purpose.
We need to remember that this is an industry that doesn’t just employ thousands of people (with close to 40% in regional areas), but most importantly is connecting communities and keeping millions of Australians informed about news that matters to them in their local areas.
We are deeply committed to protecting that and investing in our digital future and our unique position in Australian culture and community, and this requires the right regulatory settings.
What opportunities do you see, and how are you positioning your organisation?
Our sector makes an invaluable contribution to Australia’s culture, sense of community and economy (Deloitte puts that value at more than $1 billion).
CRA’s role is to support our members to continue with this incredible achievement, driving the agenda to grow the industry at large, focusing on those two core principles of “easy to access and easy to buy”, and where we come together as an industry, to deliver the best outcome for our customers, the listeners and the clients.
Keep up to date with the latest in media and marketing
Neil Griffiths is the Managing Editor of Mumbrella. He joined the company in October 2023.
Linkedin
Have your say