For as long as I can remember, radio stations did everything they could to get listeners to listen longer, and to remember their name. So, that when an audience rating company contacted them, they would quickly be able to supply this information.
Radio used contests, promotions, events and big cash prizes to incentivize listeners to tune in and stay listening, with the goal to garner big audience ratings which could be turned into revenue.
Did Radio Miss the Point?
Just about every piece of research I ever saw, showed little impact for many of these rating ploys. Yes, there was a small segment of the listening population that played along, but a much larger percentage of the audience participated vicariously, and not actively.
Why?
Because when a radio station contest, promotion etc. was well executed, it made the listener feel good, engaged and part of the fun.
I’ve learned that people will forget what you said,
people will forget what you did,
but people will never forget how you made them feel.
-Maya Angelou
Things Radio Stations Do
When you scan the radio dial, these are the phrases most stations use to promote themselves.
- 25-minute music sweeps
- More music & less talk
- (City Name) #1 Hit Music Station or #1 Classic Hits Station or #1 Country Station
- Your 10-in-a-row station
And I’m sure you could easily add many more to this list.
But, do any of these kinds of things create a meaningful connection to the listener?
Feeling Things
Great radio stations and personalities, find a place in our hearts, and make us feel things.
- They work every day to make their community a better place to live and raise a family
- They honors moms, dads, aunts, uncles, first responders, teachers, etc.
- Listeners know they will miss something important, if they don’t tune in every day
- Listening is a habit that makes them feel good about themselves
It’s Not About You
Radio stations love to talk about themselves, unfortunately the listener really doesn’t care about all this “chest thumping.”
But when a radio personality or station talks about the things that listeners care about, that gets their attention.
It doesn’t matter what you do
if what you do doesn’t matter.
-John Frost, GoodRatings Strategic Services
DickTaylorBlog 
I don’t see any local stations out and about anymore. My belief is radio stations have to be seen at local events. It could be as simple as a festival, the county fair, local high school football games, concerts, etc. To be a part of the community means embracing whatever makes the community come together. Like local fundraisers to help fulfill a need. The on air effort has to reflect the we’re all in this together attitude of the community. Compelling content is sharing what is important to your listeners.
Other than paid remotes, which are generally pretty lame, I haven’t seen a radio station at a community event since before Covid and that’s a shame. How can a station(s) expect to be impactful to listeners when it is invisible? It’s not any different than running for office. You got to be out there shaking hands and meeting your listeners. On air content that is meaningful to your listeners and high visibility in the community. That spells success. Great column this morning Dick.
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Thank You Mike for sharing your thoughts this morning. You make many valid points.
-DT
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I’d like to comment on two important points you made. First, “Great radio stations and personalities, find a place in our hearts,”
The problem with todays radio (all formats.. except talk) there is no connection with the listener and many stations are automated. Smaller stations have become a jukebox playing hours of music with just the occasional interruption for commercials, maybe news an weather. but apparently it sells.
You wrote, ” do any of these kinds of things create a meaningful connection to the listener?”
I want to toot the horn of a small mom and pop operation in Hodgenville Kentucky (birthplace of Pres Abraham Lincoln) and as of the 2020 census, the population was 14,867. It’s not a market to make a lot of money but apparently the local independent station owner makes enough to support his family and modernize his facilities.
Known as ABE93.7 (after the 250 watt FM Translator) the station plays classic country (primarily 70s and 80s). Only one three hour live show in the morning (6 am to 9 am Eastern Time) as the station owner/radio personality has to spend the rest of the day on sales calls and collecting news. It’s strictly a one man operation.
But there one thing he does that ties the station to the community. The station airs some short drop ins using local folks off the street but known in the community that say “This is [insert name] of [insert town name] “Good Morning LaRue County!”
They are not overused, but I do think they create “a meaningful connection to the listener.”
And to address Mike Buxser’s comment:
“I don’t see any local stations out and about anymore. ” This one does.
The station streams.. for an example of good local radio tune it in some morning:
https://streamdb9web.securenetsystems.net/v5/WLCB?CFID=eb797ca5-0c56-4638-946c-1d7dc1210659&CFTOKEN=0
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Thanks for sharing the story and the streaming link to this radio station.
Lots of good local radio is being done in Kentucky.
-DT
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I grew up in suburban New York City. The one radio station in “the City” that had a continuing emotional connection – and loyalty – with my family was WOR.
Ironically, I think some of its history was actually from Jersey!
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A great example Jack. The Gambling family had 88-years of doing mornings at WOR.
-DT
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Everything you write here is correct, Dick. Unfortunately, the people who need to read this never will – or wouldn’t understand or care if they did. I think that ship has long sailed for 98 percent of the industry. For the last couple of weeks – and it gives to no pleasure to type this – your posts, intentionally or not, seem like a eulogy for radio. Perhaps mega-ownership needs to fail in order for broadcasters to return.
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Steve, I’m sad to say that in writing my blog articles over these past weeks, I’ve had the same feeling.
It makes me sad too.
Thanks for letting me know I’m not alone.
-DT
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Steve I concur with your sentiments, sadly, when stations fail there is no mass of listeners to rescue the stations. Small town stations will survive but networks are dying with no one to rescue them.
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I would agree with your observation, Victor.
-DT
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