This blog is interesting… Yes… Even bluffing. Each article generates online debates with some of you which, inevitably, bring us on the topic of the following article. Recently, I sent multiple emails to offer the possibility to subscribe to a webinar. A pretty classic appointment on social networks these days: a virtual meeting through screens and connections. For this first webinar, I start with a big topic: how to grow an audience. Quickly the first reactions and subscriptions arrived. The one I would like to tell you about today came from a collaborator of a VERY BIG company ( I won’t give the name). A big company with multiple radio stations broadcasting multiple shows. “Thanks but I think that our company knows how to grow its own audience…“. I agree with him. His remark is even more interesting knowing that of course I don’t consider myself a lecturer or a miracle maker, I was just offering a 30 minutes demo on a common topic : audience… And additionally a return on experience to explain why ALL our users grow their audience. But the strength of habit and the resistance against change and innovation are my usual companions. So I welcomed his reaction with kindness. Besides I can easily imagine that when Nespresso arrived on the market it also received some “no thanks, our company already has a coffee…” yes obviously, with coffee grinders, filters, coffee makers and sugar cubes already existed… coffee existed, coffee that stayed kind of warm sitting in a pot in the… cafeteria. Yes there even was a room just for that. It was long, complicated, expensive and somehow less tasty: but we had coffee! And today almost everyone has an expresso machine. So I decided to check. Obviously what did I find ? That in this company, the general audience of most of their radio stations is decreasing. That radio stations have very few shows that actually grow their audience. And of course I noticed that the audience on web channels are symbolic, and that 90% of their podcasts are useless. Trust me, I’m not saying that with my Nespresso machine I will make the revolution for radio… I’m just saying that years ago I was not drinking that much coffee ! Arnaud To subscribe to the webinar, it’s here!