The end of the second week of being a full time Envoy has been almost a blur. In December I started to discipline myself with going from a weekly column to a daily. With the added responsibilities of administration, replacing insurance plans, and producing Radio Envoy, Family Night Guy, National Day of Prayer, and a radio campaign on Christian Camps and Conference Association, February hit me with a force I never have before experienced. I also found myself at my former employer’s office, Focus on the Family, a lot. First it was to negotiate the contract to be the exclusive agency to produce Focus on the Family Radio Advertising and then it was to brainstorm on concepts, scripts, and production!
National Religious Broadcasters
Last year at this time my partners and I were travelling to Nashville to promote Envoy Creative at National Religious Broadcasters. This year we were busy working on projects and in transition that we decided to forgo the convention. We missed Anne Graham Lotz talk about how it is important to concentrate on end times. In our work right now I wondered if perhaps these big conventions might do as well as a virtual webinar, than to spend the exuberant amount of money for booths, rooms, and dinners. Sure it is nice to schmooze, meet and greet the folks we work with all year long and to discuss the state of broadcasting, see a hologram of the shroud of Turin, and go to Nashville, but with technology, and prices the way they are, I’d rather create, invent, and inspire from our new studio!
The State of Broadcasting
During the year Mark Oss and I hired a Marketing Director. Bill Lutsch is smart, professional, understands and experienced the glory days of broadcasting and realizes that it is important to build a bridge from those glory days of silo media to the shores of virtual, authentic, and integrated media. This week started with the thought of how to save the newspaper: The answer was the internet. We then discussed the music industry and the idea of music ministry and missions work and the real purpose for our gifting and talents: The answer is to worship. The whole idea of integrating media is to understand the media mix, the marketing mix, and how the ministry mix fits into the worldview and Biblical Mindset. That I am guessing was not discussed at National Religious Broadcasters. That isn’t to say there is not validity to NRB, there is, yet the old school has not yet understood the purpose of the three “M” mix.
Broad-Stream-and Pod Casting
To understand the mix I can illustrate it from the broadcast view that radio will be with us forever. It may be that audio content will be here for years to come, but the old format of the stodgy co-host, the folksy expert, and the wraps of non-profit appeals will fade away slowly. The average giving rate is down, the younger listener doesn’t give in the same way, and the pay to played is being shunned by the producers of great content. This combination is forcing new casters to start web radio networks with a world-wide reach. This also allows for sponsorship to buy avails for specifically matching programs that they believe in, allowing for the church, ministry, or new caster to be supporter sustaining not revenue draining as it is with models pioneered by many Christian Broadcasters.
Quality of Advertisement
Radio Commercials on these programs will also be of better creative and production quality. At Radio Envoy our standard is for the audience to listen for the commercials as well as the content of their favorite show. I have told my team that every listening day should be like watching the Superbowl as much for the ads as for the commercials. One branding statement that we became fond of to compare our work is that “they sell air-while we sell substance.”
One thing that we are planning to do is to host a workshop and demonstration of what our commercials can do for you, and invite businesses in our area to experience the difference. We’ll brew some Envoy Worldview Coffee, have some great coffee cake and start the show with commercials produced by the stations or another agency, placed between Envoy Creative commercials an we’ll talk about what we do and what they do. We are called to up the bar in creating the integral parts of the quintessential brand, we take some shots here and there from some people stuck in the old school. Then we will proceed to help ministries, businesses, and the message, find a home with the right media, marketing, and ministry mix- and watch what God will do with it.