So the iPad is out. Will iPad be the death of radio?

No more than the iPod. Or TV. Or Sirius. Or whatever.

Here’s what I think it means: it’s another tool we can use to reach people where they live.

But…and you’ve heard it over and over…in order to reach them effectively, we need to invite them into our community.

I had a conference call with some station promotions directors this past week and was reminded again that there’s no magical “one size fits all” type of promotion. Ideas and technology vary by market. But there are a few things all people have in common. If you do these common things well, then you’ll be on the road to building a community – and a personal connection – that outlives any tech gadget or toy.

1) Talk to Me Where I Am – Meet your listeners at their level. Don’t try to be something you’re not. Don’t try to be something your listeners are not. Be real. Be in their world.

2) Let Me in on the Secret – Everybody wants to be part of the “inside group.” They want to know the “secret recipe.” Find little ways to connect with them – whether it’s Twitter, Facebook or birthday cards. Connect with people on a personal leve.

3) Treat Me Like I’m Special – I once saved a donor relationship simply because when I saw them I yelled out, “Hey! There’s Bob and Jane!” They told me later that they were thinking of cutting their financial support…but because someone remembered them, they decided to keep giving. People simply want to know they matter to you.