Resisting Change ... Can Cause Hunger!

Jimmy Carter in his homebase Nashville.

Travel broadens the horizons ... seeing new places and experiences can be stressful, but keeps us from getting in a rut. As 2011 is about to rise in the East, I'm not sure any of us have a handle on what life may be like next year with the economy, jobs and our futures.

I do know that this year was a whole lot better than 2009, when the wheels came off a lot of our cars as we drove down the road. Scary times actually. More stable as we got to the new "normal" of 2010.

The music seemed to be adjusting and still resisting realities in the marketplace. Sales of new product OFF while concert business seemed great for some and not so great for others.

If you have children in middle school and high school, hopefully you have been tuned into their media lives. It's like the '60s -- a big parent/child disconnect. It all affects the music and the entertainment businesses.

From e-mail to Glee. The kids don't use e-mail. How can they not use e-mail? Well, they don't check it much.. Anything important gets to them through Facebook. (Anything important means news from their associates.)

"I don't bother with Social Media..." Ever hear someone say that? Or maybe you are reading this and say that "I don't use Facebook or Twitter." Well, you just keep that resistance up and I predict HUNGER in your future! Those who can't communicate STARVE! Harsh but true ... just because you have resisted social media up to this point doesn't mean you should in the time ahead.

You still see very half-hearted, behind-the-curve efforts from the suffering music industry. Focusing on websites that are still mostly static/boring. And doing social media ... but not well.

Now some of the public/business CAN be above the radar and some must be below.

I know some millionaire types (stars) who don't feel the need to "new school" communicate. Some, like the projecting UP Blake Shelton do it great. Star lifestyles are not normal anyway, but even they must have smartphones and do use the old fashioned e-mail.

For the "normal" types (excluding the low-income since food is a bigger priority than computing), the middle folks value communication. But look at how communication is pointing to change:

People are disconnecting cable ... really? Yes, they may be ... Now how is this possible? Can't afford it ... some..(The Digital over-the-air TV thing is a bust. I don't know anybody it has worked for.) The cable bill is out of sight and regular people pay it ... but the YOUNG watch TV shows on Hulu and YouTube and don't watch the local or national cable news shows (which is going to be a very bad thing ultimately). Cable and landline phones OUT... too expensive and why? (another bad circumstance since cells go out first in trouble)

Over-the-air TV is in a heap of trouble with the young demos. Downloading legal music has seen a dip. The Beatles may get some folks, but why do I think that is too little too late?

Texting...now I do hate that myself ... we have a generation of finger communicators in telegraph-style conversations. It reflects a different desire and style of communication ... It works and is a way of life for the texting crowd. Ask Tony Parker about that ... Jeez. Way of life ... lifestyle is the key for advertisers and the music sellers.

Over-the-air radio and satellite radio ... you see blasts of survival but with a tight economy, more automation and more generic BAD programming. Maybe not totally healthy long term. Stern's contract with Srrius?

Some things remain the same...There are always the Justin Bieber teen stars. People still love to go a movie together so se something like a Harry Potter or Twilight. People still chase fashion. Look to stars to set style.

Those things remain the same.

Reaching these customers/listeners/consumers was challenging in 2010 and will be more so in 2011. You can't just buy a TV/radio commercial to get the word out. You have to do it all and all is a lot of a wide variety of things. People's styles change and habits adjust.

You have to get into the game to win. Twitter and Facebook are just part of a lifestyle change. iPads and smartphones are, too. I listen to radio on my iPad. My Bose clock radio hasn't been on this YEAR.. That's sad and fascinating. That alone might scare you more than anything else in this column.

Suggestion ... resist change less in your life. Adapt to survive. Twitter is a great way to get informed if you follow the right people. I get more breaking news off Twitter -- and get it first -- than anyplace else. It's a shame that radio has given up that status.

Facebook is stupid but just deal with it. Establish a beachhead and at least keep up your yard by updating a little bit. You reap what you sow. You don't have to like it; just do it....

Staying awake/aware and connected will help you adjust and adapt to you getting older and the young connecting into the world you are forced to make it in.

Survival of the informed and the adaptable. Don't end up like the mill workers in Alabama, the union car plant workers in Michigan, the 8-track tape machine repair people. ADAPT and live to eat another day.

You might actually enjoy the change.