Tag Archives: personalities

Radio’s Leaking Listeners

The results of Techsurvey 2022* was presented in a webinar this week and two things about the latest data and the trend lines of the last five years struck me.

“We have met the enemy and it is us.”

-Pogo

Walt Kelly coined that phrase in a poster he made for an anti-pollution poster for the first Earth Day in 1970. He would later repeat it in a comic strip he created for the second Earth Day in 1971.

Sadly, the similarities between what needs to be done to preserve our planet and the radio industry are striking. We all know what the answer is, but aren’t applying the solution.

Personalities

Jacobs pointed out that “over the past four surveys, broadcast radio personalities have stayed ahead of the music as a key attribute of the medium.”

Yet, the big radio owners have done more to eliminate the very advantage broadcast radio has over its many audio competitors. Worse, our industry has no plan to create a farm team of new broadcasters that will replace personalities that are retiring or have retired.

Instead radio has tried to compete in areas where, at best, it’s a distant second; like music discovery.

Besides Personalities Radio’s Positives are Under Attack

Radio, we are told is easiest to listen to in the car. Unfortunately, when a person buys a new car, they learn SiriusXM is just as easy to access. Plus now everything on their smartphone easily connects to their dashboard. In fact, Fred Jacobs points out that in Techsurvey 2022 the feature most wanted in a new car is Bluetooth (76%) followed by an FM radio (70%) and having a smartphone connector or auxiliary input (57%).

My first blog article of 2022 told how even with older cars, like our 2009 Honda and 2006 Subaru how easy it was to make them connected cars. You can read that article here. https://dicktaylorblog.com/2022/01/09/why-i-stream-all-my-radio-listening/

It doesn’t take a Mensa to realize that this is another hole in the radio listening bucket.

Radio is “free,” with the tradeoff being forced to listened to very long commercial breaks, which radio listeners say is the thing they most dislike about listening to broadcast radio.

Radio’s covenant with its listeners was, you give us your attention to our advertisers, and we will entertain and inform you. Sadly, radio owners kept adding more commercials to each hour while eliminating the very programming elements that attracted listeners.

There’s nothing wrong with advertising, that is when it is in balance with programming content sought by the user. Podcasts understand this and enjoy increasing listening with advertisers seeing a positive benefit from sponsoring them.

Trends

No one called Paul Revere’s warning that the British were coming as being negative, and neither should anyone who cares about the radio broadcasting industry call those who are trying to promote positive change, “negative.”

Techsurvey 2022 should be a wake-up call to radio people with trends that show eight in ten people that can now connect a smartphone in their cars. Those who own a car with a “connected system” now spend the majority of the in-car time with digital audio or SiriusXM.

The car is the last beachhead that broadcast radio has left, and it is under Sirius attack.

SiriusXM

Techsurvey 2022, like all the surveys that have been done before, use as their database, fans of radio broadcasting. They are the core of our industry and so when we see these folks leaving us for other forms of media, it’s like seeing the canary in the coal mine lying on the floor of its cage.

One of the reasons given by people who still listen to broadcast radio, as to why they continue to listen is, it’s become a habit. When a person buys a new connected car and gets SiriusXM to listen to for free, what is happening is that a new habit is being formed. Not only do they now have access to a myriad of content options, but often their favorite radio personality might be rediscovered hosting one of the music channels.

During the pandemic, SiriusXM removed the paywall for their App as well as listening on a smart speaker, both of which had been available for an extra charge. What Fred Jacobs showed on his webinar was how this positively impacted listening at home, at work and other places for the satellite provider. The habit of listening to SiriusXM was now something that could be done everywhere, and that should keep any radio broadcaster awake at night.

The tipping point is that magic moment

when an idea, trend, or social behavior

crosses a threshold, tips, and spreads like wildfire.

-Malcolm Gladwell

I fear we are at the tipping point.

*Watch the full presentation of Fred Jacobs webinar on Techsurvey 2022 here: https://jacobsmedia.com/techsurvey-2022-results/  

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P E R S O N A L I T Y

In 1959*, Lloyd Price released the song “Personality.”

It was about a girl and what made her special.

Here’s a sample:

            ‘Cause you got personality

            Walk, with personality

            Talk, with personality

            Smile, with personality

            Charm, with personality

            Love, with personality

With the exception of a daypart or two, it’s what most radio lacks today – PERSONALITY.

Rewound Radio

Every Saturday, Rewound Radio, a streaming-only radio station features its “DJ Hall of Fame.” They are air checks of some of America’s best radio personalities, like Dan Ingram, Ron Lundy, Robert W. Morgan, Charlie Tuna, The Real Don Steele and so many more. While everyone of the personalities I just mentioned are now in radio heaven, their recorded radio shows sound as vibrant and exciting as ever. That’s why people from all over the globe dial in to hear them, and not just radio people, radio listeners who grew up with them.

People like me.

Techsurvey 2022

So, it wasn’t really a surprise when Fred Jacobs gave us a sneak preview of his latest research on why people listen to over-the-air (OTA) radio.

People today listen to OTA radio for the very same reason that they always have, to hear their favorite radio personality. The unfortunate thing is, the radio industry talks the talk, but doesn’t really walk the talk.

Radio’s ultimate strength as a medium is dependent

on the power and popularity of its personalities.

-Fred Jacobs

Club DJs

When I walk the boardwalks in New Jersey, Delaware or Maryland in the summertime, you can’t help but be very aware of how important it is for each club to have a popular DJ. Club DJs get people dancing, having fun and spending their money in that particular club for hours.

The longer club patrons stay, the more money club owners make.

The reality is the role of a Club DJ could be easily automated and the music would be non-stop, but it is the special magic a live personality delivers that makes all the difference. Great performers make people feel things. They deliver an emotional experience that can’t be duplicated by automation.

“People are always neglecting something they can do

in trying to do something they can’t do.”

-Edgar Watson Howe

Living in a VUCA World

The world today is volatile, uncertain, complex and ambiguous; it’s a VUCA existence. Many businesses are told they must innovate or die.

In radio’s race to stay relevant, it tries to compete with streaming audio services, where at best it can only be second best when it plays on their terms. What OTA radio should be heavily investing in is the development and promotion of outstanding, compelling, relatable radio talent.

“Treat talent with respect.

They are the reason radio remains so important.”

-Lori Lewis

Family Feud

Sue & I love watching Family Feud with Steve Harvey. This TV game show debuted on ABC on July 12, 1976 with host Richard Dawson. It would be broadcast for nine years before the network pulled the plug,  but would continue to air periodically over the following decades. The show has had six hosts, but only its original host and the current host have seen the show be an audience hit.

In fact, it was when Steve Harvey took over as host in 2010, that Family Feud was finally resuscitated. His hosting abilities with his stand-up comedy and radio background has the audience always wondering what he will say next and almost always producing laugh-out-loud moments on the game show. It also doesn’t hurt that Steve Harvey is as nice as he seems. Being genuine is always an asset in the media world.

I said there were six hosts of this show over the years, Richard Dawson was the first and Steve Harvey is the current host, but you probably can’t name the other four without looking it up on Google. And that’s my point.

Personalities are the difference maker.

Radio leaders talk a good game when it comes to telling us how important local talent is to the power of great radio, but it’s time they put their investment monies where their mouths are, by hiring and training the next generation of radio performers.

It’s time for the radio industry to focus on a change that matters.

Family Feud Hosts: Richard Dawson, Ray Combs, Louie Anderson, Richard Karn, John O’Hurley and Steve Harvey.
*Note: an earlier version of this post stated the date of Lloyd Price’s hit record “Personality” as 1957. It was updated to 1959 after a reader pointed out this error.

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A New Direction for Broadcast

rogers-pastoreLast week I told you about how our world is exploding with media to the point of over-saturation. Not only are we drowning in a plethora of media, the rate of new ways to communicate keeps accelerating at an unfathomable pace.

For one form of broadcast, RADIO, I believe it has a super power that it can wield to cut through the clutter.

Radio’s Advantage

Radio’s biggest strength is its ability to make people aware of things. More than 300 radio stations across America annually participate in “Radio Cares” to support St. Jude Children’s hospital, raising tens of millions of dollars every year.

Radio has the power to make people aware of the need, and listeners respond with their dollars.

Artificial Intelligence

Radio grew up with the strength of connecting with the radio listener by power of the human voice and a talented personality behind a microphone.

Radio is an art form. When you remove the artists, there’s not much left.

The development in the field of AI (artificial intelligence) is incredible. Amazon’s Alexa now has a “news voice” to deliver the latest goings-on in our world with the authority of a network newscaster.

But, the curious thing is, as artificial intelligence grows, we find human interaction takes on even more importance.

Radio needs to automate the backroom and other areas unseen or unheard by the listening consumer, and return to live personalities 24/7 that connect and engage the listener on an emotional level. Personalities that can not only sell the music, but the advertiser’s goods that support the radio broadcasting station.

The Radio Listening Experience

The 21st Century world is filled with people seeking out the best customer experience. And what comes through the listener’s speaker, is critical.

Radio programmers sweat bullets over their OTA signal while completely ignoring the programming that streams over the internet. The radio listener’s experience in those long commercial stop-sets is painful. Often with the same advertisement running multiple times in one of those gargantuan breaks.

This IS NOT a great listening experience.

Radio Needs to Be Personalized

Radio needs to stop worrying about reaching the most people and instead personalize its programming to a specific target audience. A specific group of people with like interests, needs and desires.

Radio that personalizes itself to an audience that shares common beliefs and/or lifestyles will deliver an advertising platform for products and services that wish to reach these same people.

Social Intelligence

Radio needs to learn how to turn its social media data into social media intelligence that can be leveraged to personalize their programming and keep it fully aligned with the target audience.

80% of people’s decisions are based on emotion.

Emotion is data too.

Fred Rogers

Back in 1968, public television in America was worried that Senator John Pastore’s Subcommittee on Communications was going to gut its congressional monies. Public television’s head selected Fred Rogers to champion its cause before Senator Pastore’s committee. Mr. Rogers testimony is still considered one of the most powerful pieces of emotional persuasion ever filmed.

Fred Rogers appeared before Senator Pastore on May 1, 1969 and it will definitely be worth your time to view and analyze it HERE

Rogers secured public television’s full funding without a single penny being cut.

During Mr. Rogers presentation, Senator Pastore remarked: “Well, I’m supposed to be a pretty tough guy, and this is the first time I’ve had goose bumps for the last two days.”

When Fred Rogers concluded his testimony, Senator Pastore’s closing statement was “Looks like you just earned the twenty million dollars.”

Radio’s Mission for the Future

Radio can’t win by being artificial.

Radio needs to be earnest, authentic and live in the moment.

Radio needs personalities that are personal, informal, and that speak to human feelings and emotions using the words that the listener uses and understands.

The radio personality who becomes an extended member of the listener’s family can be powerful in making the listener aware of everything they need to know, even advertised merchandise and service.

Radio’s best investment to secure its future is creating the best listener experience both over-the-air and online.

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History’s Technology Rhyme

Transistor Radio, Car Radio and Rock & Roll

Transistor Radio, Cars & Rock ‘n Roll

I’ve written before how history never repeats itself, but usually rhymes. So when I was reading an article in the NY Times about “Tech’s ‘Frightful 5’ Will Dominate Digital Life for Foreseeable Future” it hit me. Here was how history was rhyming when it came to communications. Fasten your seat-belt, this will get bumpy.

What this article’s author Farhad Manjoo wrote was how Amazon, Apple, Facebook, Google and Microsoft (others include Netflix in this mix) came along at a perfect time to roll up their user base. They were in the right place, at the right time in other words.

Geoffrey G. Parker, a business professor at Tulane University has co-authored a book called “Platform Revolution” where he explains how these tech companies were able to ride the perfect wave of technology change – that being a decrease in the cost of IT, an increase in connectivity and the introduction/fast adoption of mobile phones.

And when it comes to advertising, these companies are in the right place to leverage digital marketing and enjoy most of the benefits of this growth area as well. In fact, since there is a sense that these major digital companies will receive most of the online advertising monies, traditional media – like radio & TV – could see advertising monies return to them.  Let’s hope that happens.

So, where’s the rhyme in this story? Well consider this other time in communications history when television burst onto the scene after the end of World War Two in the 1950s. Radio, a lot of people thought, would cease to exist. Radio’s stars, programs and advertisers, to a large measure, jumped into television. Radio had to find a new act.

Radio was in the right place, at the right time for the birth of three things when TV came along; the transistor radio and the car radio. Both of these technology advancements would be the savior of radio along with one other important development; rock ‘n roll.

Radio was in the perfect place to ride the baby boomer youth wave of rock music, cars and transistor radios. Television grew in large measure by scarcity, only two or three television networks and few TV stations.

When broadband came along, that scarcity factor went poof. Radio now sees its dominance in the car being challenged by a digital dashboard.

The newest radio format to have come into existence – all sports/talk – is now 29 years old. Clearly, innovation in the radio world has stalled.

The good news is radio in America has more reach than any other form of mass media. The bad news is it sees annual erosion of its TSL (time spent listening). This can be fixed. To do this, radio needs to address the very factors that are causing its TSL to erode.

The thing most often heard from consumers about what they dislike about radio are its commercials. Yet, commercials don’t have to be a tune-out factor. No one tunes out the Super Bowl when it’s a blowout because they want to see what other clever commercials might still be coming on their television.

Most radio stations long ago did away with their copywriters. These masters of the spoken word who can craft a story about businesses need to be enticed back into the radio business at every radio station.

The number of commercials in a break needs to be reassessed by the radio industry as well. You can’t kill the goose that lays your gold revenue egg and expect it to continue to lay you golden eggs.

Bring back personalities. They not only sell the music (the record companies need you!); they sell your station and through live reads, your advertisers’ products and services.

Those who remember Paul Harvey News & Commentary will tell you that page two (his first live read commercial) was always something you turned up the radio for. I remember reading Paul Harvey brought in more money for the ABC Radio Network than everything else they did. And everyone loved Paul Harvey’s commercials and bought the products he talked about.

I think retired CBS Radio President Dan Mason said it best when he said this about radio:

“Without community and companionship, we have nothing.”

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