As we look back on our analytics from this past year, it turns out every member of the Coleman Insights consultant team contributed to the five most-read Tuesdays With Coleman blogs of 2020. As for which subjects resonated the most, there’s a lesson to be learned. Four of the top five incorporated the two topics that most consumed 2020 – the coronavirus pandemic and the United States presidential election. It’s worth noting that, despite being published just seven days ago, last week’s buzzworthy Should Radio Go Back to Normal? by Jon Coleman nearly made the list and is worth a second look. Here are the five most-read blogs of the year, counted down from number five to number one.
5. The Marketing of Social Distancing by Jay Nachlis (March 31, 2020)
Two of the blogs on our list are from March, right as the COVID-19 lockdowns were taking hold and everyone was trying to figure out the answer to “what’s next?” The Marketing of Social Distancing salutes a billboard campaign by one of our clients and a number of campaigns across various industries. It encourages brands to remain top-of-mind while being sensitive to the nature of the new pandemic environment.
Our client K-97 in Edmonton launched this campaign very early in the pandemic.
4. The Musical Divide Between Trump and Biden Supporters by Warren Kurtzman (May 19, 2020)
The results of the first ever Coleman Insights Contemporary Music SuperStudy were released at the Worldwide Radio Summit in California, and we were looking forward to presenting the sequel at this year’s WWRS. Unfortunately, the week of March 23, 2020 turned out to be a pretty bad one for conference planning. Following the pandemic-related cancellation of this year’s conference, we released the results of Contemporary Music SuperStudy 2 via webinar and blogs. This installment of Tuesdays With Coleman illustrated just how different the musical tastes of Biden and Trump supporters are, although they do share a distaste for “Baby Shark.”
3. How to Move the Ratings Needle by Jon Coleman (May 26, 2020)
This blog from Coleman Insights founder Jon Coleman prominently features examples from Biden and Trump’s campaigns, but the real message of How to Move the Ratings Needle is how shifting perception can dramatically change the momentum of a brand. Jon argues that too much attention is paid to little things that don’t matter and, he says, “If I owned or managed a radio station today, I would hire a marketing specialist specifically charged with getting media coverage.”
2. The Seven Deadly Sins of (Non) Strategic Thinking by Sam Milkman (January 21, 2020)
In the only pre-pandemic blog on the list, Sam Milkman compiled a list of things inside thinkers (those that view their brands from their own perspective instead of their consumers) say. As Sam points out, while people in radio have said these things for decades, these examples are dangerously unstrategic and create unnecessary friction and obstacles to growth.
1. How to Connect With Your Audience in a Crisis by Warren Kurtzman, Jon Coleman, Jessica Lichtenfeld, Sam Milkman, John Boyne, Meghan Campbell, and Jay Nachlis (March 19, 2020)
The first state issued COVID-19 stay-at-home order was issued by California on March 19th. A few days before that, the entire Coleman Insights consultant team gathered for a video conference to brainstorm, consider, and offer our best thinking in regards to how our clients should navigate their brands in the early days of the pandemic. While we wish we could end 2020 by saying the pandemic is over, we are optimistic about what 2021 will bring and heartened that so many found our advice nine months (!) ago helpful.
Have a wonderful holiday season and Happy New Year, and we’ll see you in January!
