Wednesday night, October 4, 2023, the WMEX Good Guys took to the stage in Concord, to accept the New Hampshire Association of Broadcasters award for “Best LPFM Radio Station in the Granite State for 2023.”
WMEX-LP 105.9 FM was assigned the call sign WMVI-LP by the Federal Communications Commission (FCC) on May 20, 2014, but eight days later changed its call sign to WMEX-LP and began broadcasting “The Most Amazing Oldies”, providing local radio service to the city of Rochester, New Hampshire for the past nine years.
The Station’s History
WMEX-LP 105.9 FM plays the best classic rock and roll hits from the 1950s through the 1980s. WMEX-AM was the authority for the hit songs we all loved, back when New Englanders wore bobby sox and poodle skirts, . Today, WMEX-LP broadcasts in FM stereo and sounds even better. The voice of the station’s most popular air personality, and one of the most popular in New England, Arnie “Woo Woo” Ginsburg, can still be heard on 105.9 FM WMEX-LP.
The Shows
WEEKDAYS:
Gary James 6-10 am USA Radio News at the top of the hour
and Gerry Gilbert with Sports reports between 7 and 10 am.
Dick Taylor 10 am-3 pm
Tim Richmond 3-7 pm with USA Radio News at the top of the hour
Sal “The Hitman” Pacino 7 pm-Midnight
All Night Jukebox Midnight to 6 am
SATURDAY
Gerry Gilbert 6-10 am with USA Radio News at the top of the hour
Sal “The Hitman” Pacino 10 am-3 pm
Solid Gold Saturday with Jim, Chris, Mike and Nancy 3 pm-7 pm.
Brian Battles 7 pm-Midnight
All Night Jukebox Midnight-6am
Sunday
Steve West with Early Rock and Roll on the Time Machine 6-10 am
Nothing But Old 45s with Larry Kratka 10 am-Noon
Dick Taylor Noon-3 pm
Tim Richmond 3 pm-7 pm
The Mop Tops and The King 7 pm-8pm
Steve West 8pm-Midnight
All Night Jukebox Midnight-6 am
WMEX-LP is a Non-Profit Radio Station
Everyone of the station’s air personalities is a volunteer, having retired from decades of working in professional radio. We are a local non-profit organization that is here for the purpose of keeping “The Heritage of WMEX” alive by playing the most amazing oldies, while staying focused on all things local to Rochester, New Hampshire.
WMEX-LP is a huge supporter of the Rochester Rotary, as well as everything happening in the Lilac City.
The station is financially supported by underwriting from local businesses and donations from its listeners.
Last week I asked the question “Is There a Future for Radio Personalities?” That blog was my analysis of the latest research done by Jacob Media Strategies for Don Anthony’s annual Morning Show Boot Camp. I wasn’t surprised by the volume of comments about the blog, however it was sad to find that most people feel the days of making RADIO a career are over.
A.I. (Artificial Intelligence)
The part of Fred Jacob’s research I didn’t include in last week’s blog was the impact that air personalities thought A.I. would make on their future. 76% of the people in the survey agreed with the question: “I’m personally concerned that A.I. technology will lead to many more on-air radio jobs being lost.”
It’s Worse Than You Think
Our universe is estimated to be 26.7 billion years old. Humans on planet earth have only been around 6,000 years, but look at all we’ve accomplished in such a short period of time.
Now, what maybe mankind’s greatest invention might also be responsible for our demise: A.I. or Artificial Intelligence.
This technology has the potential to take away
30% OF ALL JOBS within 10 years.
Think of all the jobs that A.I. can do better (and maybe do even better than you or I).
Stock Trader
Truck Driver
Accountant
Telemarketer
Lawyer
Bookkeeper
Actor
Writer
Musician
Painter
Radio Personality
It would be easier to make a list of the jobs that cannot be impacted by A.I., than a list of those that will.
To get a better idea of how scary this technology is, listen to either of these links:
The proliferation of these kind of A.I. creations can abundantly be found on YouTube.
Today’s A.I. voice software can listen to a few seconds of anyone’s voice and completely re-create a replica that is almost indistinguishable from the original. I don’t know what is most troubling, that it can be done, that it can be done so quickly or that it’s so easy that anyone can do it.
Call Centers
Call centers are big business around the world, making up 8% of India’s GDP (Gross Domestic Product), 6.3% of Brazil’s GDP and while America outsources the majority of this type of work, the U.S. still employs 3.4 million people who work in call centers.
A.I. has the ability to completely replace everyone
working in call centers around the world.
You don’t have to be a political scientist to predict what would happen if 8% of a country’s GDP is suddenly wiped away. You’ll see more people carrying pitchforks and torches than stormed the castle in “Beauty & The Beast.”
I have radio friends that have used their incredible voices to produce audio books, and earned a good living in the process. A.I. will replace these talented people as well.
Actors & Writers Strike
It’s not just the radio industry that is finding itself in unknown territory.
Actors fear they will lose control of their lucrative likeness and writers fear they will have to share credit with a machine. Watch this situation closely, because writers and actors are the proverbial “canary in the coal mine” for what’s to come for the rest of us in media.
A.I. is at the very heart of the current actors and writers strike, it’s ahead of pay models, benefits and job protections.
Federal A.I. Commission
Senator Chris Murphy is one of the most outspoken members of Congress on artificial intelligence. “When you start to outsource the bulk of human creativity to machines, there comes with that a human rot,” says Senator Murphy. He estimates that humans being replaced for creativity by computers will happen at a staggering scale within the next two to three years, and it scares the hell out of him.
Senator Murphy believes that it is time to create a new regulatory body, like the creation of the FCC (Federal Communications Commission) that came into existence with the advent of broadcast radio.
“There are really deep spiritual questions at hand here. I don’t think policymakers should be shy about talking about that,” Senator Murphy believes.
Putting Things In Perspective
While humans may have inhabited this planet for 6,000 years, look at what has happened in just the last 50 years:
The personal computer is 50 years old
The iPhone is 16 years old
Today’s A.I. is 5 years old
Of all the many calamities the human race faces in the years ahead — a full-scale nuclear war, climate change or artificial intelligence – it’s A.I. that poses the greatest risk. One highly researched economist report on A.I. noted that “there’s more than a 50-50 chance A.I. will wipe out all of humanity by the middle of the century.”
Google co-founder, Larry Page, believes that once computers are smarter than humans, they will find no use for us humans, and they will simply get rid of us. He sees this as the next step in the evolutionary process.
If we don’t understand the risks, along with the benefits A.I. brings to us, we might all end up like Dave.
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Note: For a deep dive on this subject, read the article by Nick Bolton from the September 13, 2023 edition of Vanity Fair. It was this article that provided many of the facts and quotes used in this week’s blog: Artificial Intelligence May Be Humanity’s Most Ingenious Invention—And Its Last? Silicon Valley is barreling ahead with AI technology that could unlock novel forms of creativity, art, and medicine, and potentially, wipe out all mankind. As one AI engineer warns, “We’re creating God.”
This past week, Fred Jacobs shared the latest research about radio air personalities and how they view the future of this profession. Here’s what struck me about the presentation.
The Radio Talent Pool is Shrinking
Jacobs Media Strategies has been producing this research for Don Anthony’s Morning Show Boot Camp since 2018, and during COVID, no research was done in 2020. So, from the first survey in 2018 to the latest one in 2023, the number of participants shrank 62%; from 1,168 to 442 people.
COVID, with the resulting Work From Home (WFH) operating model, has greatly impacted radio station cultures and has not returned to anything like pre-pandemic days.
Less People, More Hats to Wear
Not surprising, with fewer people working on the content side of radio, those that remain “wear more hats” than ever; 54% of radio personalities now say they are responsible for more than four different areas.
No Talent Farm
When I began my radio career, it was board operating Sunday morning church programs. That first radio job would give me the opportunity to land a nights/weekend part-time air shift. This was pretty much the norm for baby boomers in broadcasting. In fact, Jacobs research shows that 78% of us started in radio this way.
Today, those entry level radio positions are gone, with only 14% of today’s up and coming air talent having those same opportunities.
Talent Development
One of the concerns expressed by today’s air personalities is believing their radio station and/or their company is not working to discover or develop new air talent. Radio’s biggest companies are blamed most, with medium and small companies being exceptions.
Would You Recommend Radio as a Career?
When today’s air personalities were asked how they would respond to the statement:
“I would absolutely recommend [that] a high school student pursue radio as a career,”
More than half, 52%, said they would disagree or strongly disagree.
A quarter of the sample was neutral.
Possible reasons for this negative attitude might be:
Four in ten air personalities are in debt or struggling
Few air personalities expect to make more money this year
Three in ten air personalities are now involved in a second business
A majority of the air personalities feel they are taken for granted
76% are personally concerned that Artificial Intelligence (A.I.) will lead to many more on-air radio jobs being lost
Four in ten of those air personalities currently “on the beach” say they won’t be back
Welcome to Consumer Choice
Gone are the days of the gate keepers of music; those people being the radio program directors, record store owners and record companies. Consumers are now in charge and define the characteristics of the media world we live in.
Any solution to the problems we confront must understand our audience’s needs, wants and desires, and put those first.
“People don’t by what you do, they buy why you do it.”
One my life goals has been to learn something new every day. What you find if you pursue this path is, the more you learn, the more you don’t know.
So, what are some of the things I’ve learned in my life, that might benefit you in yours.
Living Is How You Gain Wisdom
In my life, the things that went wrong were the greatest teacher. No one ever learns from things going right. It’s through the difficult times, when our mettle gets tested, and we build our internal strength for the years ahead.
Wisdom Is Meant To Be Shared
The reason I write this blog is to share the things I’ve learned in my life. Sharing helps others to grow, and you might be surprised to find how much your knowledge grows in the process.
Wisdom Is Not The Same As Being Smart
You don’t become wise from reading a book or attending a class. You become wise through living your life, through personal experiences.
Great radio air personalities, great media salespeople, great broadcast engineers, and yes, their managers, become great through putting in the hours of effort to hone their craft.
When they make it look easy, you know they own it.
Always Be Curious
I’m one of Roy H. Williams wizards. Wizards are curious people and life-long learners.
Look at a picture of a wizard’s room, and you will find a room that’s cluttered and at the same time you will realize that here lives a person whose mind cannot be focused on a singular subject. It’s this diversity of learning that provides the foundation for future problem solving skills.
As we accumulate knowledge our minds begin the process of distilling what we learn into wisdom.
Connect The Dots
It’s through wisdom, that a person learns how to connect the dots and plot the path forward in life. Because of uncontrollable curiosity, and our desire to explore all areas of our world, we are predisposed to seeing the big picture.
Surround Yourself With Wise People
If you want to be better at something, go and find the people who do it best, and immerse yourself in their wisdom.
I remember when I was learning to play tennis, I started off playing with someone who was as bad at the sport as I was. When I moved on and played with a more skilled tennis player, I never won against this person, but my game improved immensely.
Artificial Intelligence (A.I.)
A.I. may be superior at many things, but when it comes to the very human quality we call wisdom, I believe that is where people will always dominate. Unlike artificial intelligence, human wisdom mentors and inspires people to become their personal best.
“To give anything less than your best is to sacrifice the gift.”
-Steve Prefontaine, Handley High School Class of 2011
The Pew Research Center recently completed a survey for National Radio Day about today’s radio industry and the people who listen to its broadcasts.
My own radio career has spanned over 50 years, and in that time I’ve witnessed considerable change. So, where are we now in 2023?
82% of Americans Over The Age of 12 Listen to Radio
While the 82% number of weekly listeners to radio is outstanding, in today’s competitive media world, that percentage of weekly listening is down from 92% in 2009, according to Nielsen.
Last week, Edison Research published new research showing that Share of All Audio Listening now ranks “On-Demand Platforms” ahead of “Linear Platforms,” the latter being sources such as over-the-air radio, radio streams, radio services, etc. People today prefer to listen to media on their time schedule, like podcasts, owned music, paid streaming services etc.
47% of Adults Get Their News From Radio (at least sometimes)
Pew Research says, that this percentage has remained relatively constant in recent years. However, just 7% of adults said that they prefer getting their news from radio broadcasts.
20% of Adults Get Local News From Radio
When FORD announced it would be ending AM radio in its vehicles, the radio industry was quick to mount an assault on Congress to have AM radio stay in all cars and trucks, initiating the “AM for Every Vehicle Act.”
When the town of Lahaina, Maui was going up in flames, news outlets were asking the head of Maui’s emergency management agency why he didn’t sound the warning sirens, but no one asked why it took that same agency 48 hours to reach out to local radio stations to spread the word.
38% of adults get their local news from TV, 17% from newspapers and 12% from the internet or other types of outlets.
Share of Adults Listening to Podcasts is UP
A decade ago, just 12% of Americans over the age of 12 said they had listened to a podcast in the past month, but in 2023 that number is 42%.
Podcasts began as an audio only, on-demand service, but today 22% of the top 250 podcasts include video which is posted on YouTube, finds a Podtrac study. In fact, today 75% of all podcast consumers say that podcasts are both audio and video, according to Coleman Insights.
Just as the term “podcast” can now refer to any on-demand audio/video content, I found that my university students, even a decade ago, thought all audio content as being “radio.”
Clearly, different generations use the same words, but what they mean in 2023 – and which demographic is using them – the meaning can be totally different.
Radio Strong
In spite of the many challenges facing radio today, the medium still reaches more Americans every week than any other platform measured by The Nielsen Company.
For the industry to stay strong and grow, it must listen to its audience and deliver what it is asking for, in the way they wish to receive it.
NPR, for example, makes everything they broadcast available on its website, social media, podcasts, and video-on-demand platforms.
“Radio’s strongest asset is its connection to a community,” says Donna Halper, an associate professor of communication and media studies at Lesley University. Halper believes that the “digital disruption has enhanced our connection to our listeners and to our community. It has kept radio on its feet.”
But it all comes down to the attitude of the people who own and operate radio stations in America. Managed properly, radio can stay strong and vital in the years ahead.
“Whether you think you can, or you think you can’t – you’re right.”
Last week, I shared “12 Leadership Lessons from Ted Lasso,” it stimulated interesting conversation. One reader told me that he was in a manager’s office that had one of those 12 lessons posted everywhere you looked. That manager believed it didn’t matter what your position in the organization was, everyone could benefit from this positive leadership advice.
Victor Escalante
Victor has been a weekly reader of this blog for as long as I can remember. He’s an expert in providing corporate training and development solutions to help businesses succeed. His business website is: https://victorescalante.com/
When we talked on the phone this week, I learned that we’re both graduates of the Roy H. Williams Wizard Academy in Buda, Texas. Victor was a member of the class of 2007, the “World Changers,” and I was a member of the class of 2001 that took place right after 9/11, which caused about two thirds of the registered students to not attend out of concern for flying. Our class, Roy named, the “Fearless Flyers.”
Victor and I are both fierce advocates for creating great radio and providing the leadership to accomplish that goal. In response to my “Lasso 12,” Victor wrote his “list of 10” in the comment section of last week’s blog. I was so inspired by his list, I asked for his permission to share it with you this week.
10 Things Leaders Need To Do by Victor Escalante
1. **Adapt to Change**: Just as music genres evolve, life is constantly changing. Adaptability is your compass through the unpredictable.
2. **Craft Your Narrative**: Just as you structure radio shows, frame your life’s story to engage and inspire those around you.
3. **Tune into Empathy**: Just as you empathize with listeners, understand others’ perspectives to forge deeper connections.
4. **Embrace the Unexpected**: Just as surprise guests shake up broadcasts, welcome life’s surprises as opportunities for growth.
5. **Balance is Key**: Just as sound levels need balance, find equilibrium between work, personal life, and self-care.
6. **Nurture Resilience**: Just as a signal may fade, cultivate resilience to weather life’s challenges and come out stronger.
7. **Stay Curious**: Just as you seek new music, remain curious about the world. Embrace learning as a lifelong journey.
8. **Connect Through Communication**: Just as you connect through the airwaves, communicate openly and authentically in your relationships.
9. **Celebrate Collaboration**: Just as harmonies enhance songs, recognize the power of collaboration in achieving shared goals.
10. **Spread Positivity**: Just as music brings joy, spread positivity and kindness wherever you go, making your life a melody for others to hear.
Why I Blog
I blog for broadcasters, educators and students, I blog to provide media mentorship and to pay-it-forward to the broadcasting industry that I have been a part of for over 50-years. It’s my belief that together we can all learn from one another by sharing our experiences, knowledge and wisdom. Feel free to contribute your thoughts to the discussion in the comment section, as I read every one of them.
Victor Escalante shared his wisdom on leadership with me, and now I’ve shared it with you.
You can get anything in life you want,
If you will just help enough other people get what they want.
1. Be sincere. 2. Stay teachable 3. See good in others 4. Happiness is a choice 5. Winning is an attitude 6. Have confidence in yourself 7. Optimists take more chances, 8. Everyone differs from everyone else 9. Courage is the willingness to attempt 10. Vulnerability is a strength, not a weakness 11. Doing the right thing is never the wrong thing 12. Be a goldfish because goldfish are said to have a 10-second memory. The message is to move on from mistakes rather than lingering on them. “Be a goldfish” is about more than just sports, however.
Can this list help you to be better? I have no doubts it will, but do you?
We have programmatic buying for sales, software for programming music, algorithms that can scrub social media to tell us what people are talking about and computerized spreadsheets that monitor revenues and expenses, making all areas of today’s radio operations fully computerized. Some are even using computers to generate faux air personalities. So, with all of this technology, why isn’t commercial broadcast radio doing better?
There Are Limits to What We Can Engineer
Our world is a messy place. For every rule, there can be a myriad of exceptions, which is usually why our technology crashes.
“To err is human but to really foul things up requires a computer.”
-Paul Ehrlich , American scientist
It’s really time for the radio industry to think less like engineers overseeing technology and more like gardeners who grow and nurture their crops.
Artificial Intelligence (A.I.)
This past week I’ve sat in on two different webinars dealing with A.I. Both of them stressed how important artificial intelligence is right now, in all facets of our daily lives, and how it will only become more so in the days, weeks and months ahead.
Artificial intelligence (A.I.) technology could be bigger
than the advent of fire and electricity for humanity.
– Sundar Pichai, Google CEO
I believe Sundar is right, but with a caveat.
The Human Brain
No matter how much technology accelerates, you and I will continue to move, think and process our day at a human pace. Babies will still take nine months to grow in a mother’s womb, and muscle memory will still require repetition that over time will be able to perform without our brains having to think about it.
Farmers/Gardeners know that when they plant a wheat crop, they won’t see a harvest for 120 days, and if they plant winter wheat, it will take 240 days.
Doing radio, much like gardening, is about nurturing and supporting; whether it be growing its listening audience or growing its revenue.
A Place For A.I. in Radio
Artificial Intelligence has a place in radio, today and in the future, as the winners will employ this technology in a transformative way, to reduce operational costs and increase revenues. The winners will invest in people where the industry connects with other people; air personalities that connect with listeners, and sales people who can connect with advertisers.
Here’s an example of what I’m talking about from Worldcast Systems, a company that designs and develops innovative radio and television broadcasting equipment worldwide:
“ Through A.I., an algorithm is implemented that can adapt the broadcasting power in real time according to different variables of the signal entering the transmitter. With this new technology it’s possible to improve the listening experience for listeners and reduce energy costs by 10 to 40%.”
Using A.I. in this way makes dollars and sense.
“Despite all the innovations, traditional radio seems irreplaceable,” says Issac Moreno, president of the Hybrid Radio Forum.
Elena Selgas Carvjal writes in Telefónica Tech, “Many experts agree that, although Artificial Intelligence and new technologies can bring many improvements and innovations to radio, human presence is, and will always be, fundamental in this media when it comes to connecting and achieving empathy with the listener.”
When I was 15 years old, AM radio was my constant companion. My first transistor radio, with a single earphone, was the Zenith Royal 50 (pictured). It received all the local radio stations (there were two, WBEC – AM1420 & WBRK – AM1340) and the big Top 40 radio stations from Albany-Schenectady-Troy (WPTR -AM1540 & WTRY – AM980).
When the sun went down, this little radio would pick up WKBW – AM1520, WLS – AM890, WCFL – AM1000, CKLW – AM800, and depending on atmospherics, lots of other AM radio surprises. Listening to radio when I was growing up was so exciting and every radio station sounded distinct and different. Their air personalities all seeming to compete to out-do one another in creativity.
My 15 Year Old Granddaughter
Sue & I spent this past weekend with our 15-year old granddaughter. She’s engaging, smart, fun and, like me, a good talker.
One of the places we dined at had a juke box with a song selector terminal in every booth. My granddaughter brought with her a stack of quarters to play her favorite songs.
What most amazed me were the songs she played and sang along with. Songs like, “Be My Baby” by the Ronettes, “I Wanna Dance With Somebody” by Whitney Houston and “American Pie” by Don McClean, to name just a few.
Her playlist of songs, matched all the songs I grew up with at her age and is basically the playlist of the songs I play on my radio show over WMEX-FM every day.
So, I asked if she had a radio in her room. She said “No.”
Is there a radio in her parent’s house? She responded wrinkling up her nose and forehead, “I don’t think so.”
Today’s Radio
Now I was super curious as to where she found these songs, and the answer was “Spotify.” Yes, that streaming service is her “radio station.” She told me that Spotify suggests songs she might enjoy hearing based on songs she already likes. This exposes her to even more of the music of MY life. (I feel like I’m 15 again!)
The Music of YOUR Life
Al Ham created a new radio format in 1978, he called it “The Music of YOUR Life.” In 1979, the radio station I earned my first GM stripes at, WUHN – AM1110, began airing Al Ham’s format with great success. Tony Bennett, who passed away on July 21, 2023, was the singing voice that delivered a very distinct jingle image for Ham’s format.
Here I was the manager of a radio station who’s programming was designed to reach a 50+ listening audience and I was only 27. The inside joke of us young folk was one day The Rolling Stones would be playing on the Music of YOUR Life radio stations.
Well, now I’m 70 years old, Mick Jagger of the Rolling Stones just turned 80 and while the radio station I volunteer at calls the music we play “The Most Amazing Oldies” that day has indeed arrived.
Is Commercial Radio Missing Out?
When I spin the broadcast radio dials, AM or FM, it’s almost impossible to find this music being played. However, when you have a streaming service like Spotify, Pandora, Amazon, Apple or SiriusXM, you can find it with ease.
In fact, my recent purchase of a new Mac Mini computer came with a six month free trial of Apple Music. Apple’s sell line to me was “Discover Radio Reimagined.”
There are somethings that seem likely to never change, getting your picture in a newspaper or magazine, playing your favorite songs on a juke box or hearing your favorite songs played on the radio.
99.1 – JOY FM is a commercial-free, listener-supported FM radio station licensed to Clayton, Missouri and serving the Greater St. Louis listening area. It’s a Christian Contemporary radio formatted radio station.
The current state of the broadcast industry is “somewhat challenged.”
It’s “challenged on the audience side and it’s challenged on the revenue side.”
-Caroline Beasley, CEO Beasley Media Group
The commercial broadcast radio industry is also like Elon Musk, abandoning itsbrand; “Twitter” for “X.” It’s worth noting that Musk is also facing challenges on both the audience side and revenue side.
Spotify Radio, Pandora Radio, Apple Radio, Radio Tunes etc. are all pureplay streamers that embrace the powerful image that the word “RADIO” conveys.
Having a teenager tell you their favorite radio station is “Spotify”
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.
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