Get Out Of Your Own Way
Radio has created some of the most amazing promotions that attract listeners by the droves to remote broadcasts, to call in the phones non-stop, put there name into an online contest...even after the contest was over people would talk about us. On-air talent embodied what a made them celebrities. They knew how to craft their breaks with word economy, coupled with humor and skill. They, too, were larger than life. Even the music on radio encompassed the magic of what our station means. Each station was unique in the music mix and the imaging gave the station a unique personality.
Now we create radio stations that sound alike, which are only defined as different by their name. That isn't a slight to what companies have had to do to pay the bills. It is just a symptom.
Think about it, the most unique radio stations in the past 20 years has been the advent of Adult Hits (Jack/Bob/Alice/Charlie/et al). The format is Gold-based and their uniqueness is in their imaging and music mix...and the ability for any market including large/major market to run a radio station without air talent. While I am a fan of the format and have run a couple of highly rated Adult Hits stations, which requires some intense image writing and music research, the format is still a Gold format. It is still safe and appealing to 25-54 Adults
Then there is Rhythmic AC, which is an updated Jammin' Oldies format . Many of us remember how Movin' was supposed to be the next big thing. (It was...for radio people. The audience wasn't so welcoming.) Rhythmic AC has build a loyal following, in specific markets. (and those markets have enjoyed some HUGE success) This format was created to lean, again, on Gold. Depending on the market, the Rhythmic AC air talent tunes itself to the market, like Adult Hits does with imaging. Again, targeting the 25-54 Adult.
Now Soft AC is making a comeback...if you are not sure what that sounds like, check out The Sound in Seattle. They are even more upper demo, 45+ Adults. Boomers have money, the spend it and they are loyal their radio station that plays their music
The last real music "revolution" was Grunge (25 years ago) and Hip Hop (invented 35+ years ago), which surges back into the forefront of pop culture every 10-15 years. So where are the innovative current radio stations? CHR has been riding high for quite some time, but it now going through a down cycle, as Ross on Radio has pointed out. And Fred Jacobs has pointed out that the 15 year old with a garage band, as they age, will usher in the next generation to bring back Rock.
Gold stations aren't bad, as a matter of fact they are great for revenue and ratings lately, as there is a growing population of aging adults. BUT there is a growing generation of younger listeners that will out pace the Boomers.
Today, the winner is Hip Hop. It isn't just for the ethnic crowd. It never has been exclusive to a specific ethnic group. It has been part of every walk of life. The suburban Anglo kids enjoy it as much as any one. Drive around Plano TX, Eugene OR, Burlington, VT, Des Moines IA, etc. you will hear car radios bumping to what is the most innovative music of the day...Hip Hop (and some Rock/Metal). Because most markets, either don't have a station with that format, or if they do it is on rim-shot signal. If the youth of today (and yes their Mom's and Dad's) don't have the outlet, they choose streaming services, downloads or satellite.
None of the alternate means to hear their favorite format will kill radio, it does teach people that radio doesn't always deliver the newest and most cutting edge. As such, promotions and talent suffer a bit. This means we miss opportunities to garner audience and revenue.
We, in radio, need to be get out of our own way, even if we can't build that "Frankenstein format of the future" through the format cycles. We need to build promotions that aren't "secret sound" or "caller 10". We need to make remotes larger than life, not just a tent, table, banner and free stuff that a client unloaded on us to toss out. We need to find new and innovative ways to bring talent into radio and syndicate them out, instead of in; we must recruit talent and let them teach us a thing or 2 about how the audience uses us. We need to listen to what the audience wants from us and how they use us.
We must have a strategy that prioritizes the wants of listener as a major component of the strategy. When you garner audience, you will make money. But before you do anything, you have to ask, "what will the audience think?" "Is this what the audience wants?" and "Maybe we should ask them".
With all that said, we can do it...and some broadcasters are. What makes it hard is the bottom line. While we all want to find new ways to be unique and innovative. We must couple that with paying the bills. It can be done. I have some ideas on how to make innovative ideas come to life, without risking the bottom line. Ask me and let's see if we can build a strategy together.
