Tag Archives: Radio Personalities

January 27, 2026 · 11:38 am

If I Was a Teenager Today, Would I Dream of a Radio Career?

I became addicted to radio by listening to great nighttime radio personalities. But those hours are now filled by anything but inspiring, innovative personalities and that makes me sad.

Great Radio Delivered

Great radio stations delivered personality, stationality, promotions, jingles, and FOMO (Fear Of Missing Out). Today, the difference between one radio station and another is about as different as one fast food restaurant from another. Not all that much.

On-Air radio production was exciting when I was growing up. Radio stations were tight and focused. Every programming element that was allowed to hit the air was overseen by a program director that was obsessed with maintaining his/her radio station’s mission.

Those days are history.

SiriusXM

The other day, one of my daughters was complaining that SiriusXM was tripling her current rate of $5/month. She said she called to complain and was told there was nothing that could be done, so she cancelled the satellite service.

That’s not the shocking part of this story however.

What she said next was sad. She said that the local radio stations “sucked,” and that there was nothing on her car radio worth listening to.

The following week, SiriusXM sent her a $5/month for a year offer in her snail mail. She quickly returned to the satellite service.

We’re Creatures of Habit

There are so many things we do in our daily lives without thinking. We’re creatures of habit, and our habits are like being on autopilot; we do them without giving them any thought.

For example, you might be able to remember the last time you showered, but do you know which hand you always grab the shampoo with? Which armpit do you wash first? Which foot do you always put your socks on first? These are just a few examples of the many things we do every day without giving them any conscious thought.

Radio Listening Is A Habit, or It Isn’t

What my daughter learned, without thinking about it, was, listening to SiriusXM had become a habit. A habit that she had become addicted to. Only when forced to listen to today’s broadcast radio did she realize that it had changed from the days when she was growing up. Sadly, broadcast radio no longer served her listening needs.

Spotify, Pandora, RadioTunes etc.

My wife’s favorite music listening habit is Pandora’s “Secret Garden Radio.” In my case, RadioTunes serves up the best music mix of instrumental Smooth Jazz music.

What streamers offer the listener is the ability to match the genre of music to their mood of the moment. A broadcast radio station is a one flavor option, while streamers offer a myriad of flavors like Ben & Jerry’s.

CES2026

The other day I sat in on the first of many CES2026 (Consumer Electronics Show) recaps. What struck me was that the potential of AI (Artificial Intelligence) to sense our mood and serve up a stream of music that matches our mood.

Even more concerning for commercial broadcasters, AI may also be able to sense when a commercial break starts and switch a listener’s audio source to continue the genre of music they are listening to, avoiding the commercials.

Broadcast radio depends on its commercials as the primary source of its revenue.

That’s scary!

Yet, it is something I don’t hear any commercial radio broadcasters being concerned about. Instead, they are focused on keeping a century old radio service (AM radio) in the dashboard of every vehicle. (And like coal, it ain’t coming back, as I wrote in August 2017. You can read that blog article here: https://dicktaylorblog.com/2017/08/20/coal-aint-coming-back-neither-is-am-radio/ )

Is this really the best place for commercial broadcasters to be focusing their time and money lobbying Congress?

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May 18, 2025 · 3:00 am

How You Say It, Makes All the Difference

A few of weeks ago, my wife Sue & I went to two different churches for Easter Sunday services; our new church, where we just became members and our old church where we exchanged our vows of commitment to each other.

Here’s what I learned…

Talking versus Preaching

One of the pastors delivered the service as if he was talking to us. He engaged us with his message, as if he were having a conversation, and even posed questions to the congregation. The religious meaning of Easter Sunday was delivered in a relatable way, bringing meaning and perspective to the world we are living in today.

The other pastor, at our second Easter service, preached…or what I might characterize as “talking at and not to” me. It didn’t really relate to the world outside the church doors, in tone or message. The sermon made no effort to tie a religious message to our current reality.

WABC – “The Last Aircheck”

On Saturday, May 10th, Rewound Radio aired, what’s become known as “The Last Aircheck,” the day that WABC Music Radio 77 would switch their format to Talk Radio 77. That happened 43 years ago on May 10, 1982.

Those final hours were hosted by Ron Lundy and Dan Ingram, and as I listened to the replay of that broadcast, I got goosebumps. The sound of their voices took me back in time, when listening to the radio was like a religious experience for me.

Techsurvey 2025

Fred Jacobs has been tracking the power of personalities in his annual Techsuveys, the most recent one which came out in the first quarter of this year. Here’s the trendline:

Fred’s graph only goes back to 2014, but radio captured my heart in the 60s. It was a time when great radio personalities ruled the airwaves on virtually every broadcast signal.

Radio owners would covet, promote and value their air personalities and so did the radio audience. For the radio listener, meeting their favorite air personality was a heart pounding experience.

The Human Voice

I never had the opportunity to meet Ron Lundy or Dan Ingram, but their voices owned real estate in my brain. As it was broadcast over Rewound Radio, hearing them talking on “The Last Aircheck” made the same impact as it did when I heard them LIVE 43 years ago.

That’s the power of the human voice.

Church Attendance & Radio Listenership

In today’s world, both entities are challenged to build and hold an audience. Our new church saw its lead pastor of 12 years promoted and a new pastor was named to replace him.

Like a radio station that loses a popular personality, and causes listeners to seek out other listening possibilities, a church changing its pastor is monumental change, often causing people to try other churches.

One saving grace in our church’s situation was having an assistant pastor that provided continuity to the congregation during this time of change.

The good news is that when the new pastor arrived, he would be as dynamic as the pastor who had left; maybe even more so. Our congregation has grown under his leadership, at a time when other churches have not. He talks, not preaches; and he listens.

Every Hour in Radio is Front Page

Radio, unlike print publications, doesn’t have a back page. Every minute of the broadcast day is like being on the front page. Every minute counts and a radio station is either building an audience, keeping an audience or losing an audience.

Radio’s reduction in force (RIF) of its air personalities has created two problems:

1) many hours of the broadcast day are now sterile and

2) those sterile hours aren’t just driving away radio listeners to other venues, but they also aren’t attracting a new generation of broadcasters who’ve been inspired by what they hear coming through their radio speaker.

BOTTOM LINE

Today’s radio lacks personality and FOMO.*

*FOMO is Fear Of Missing Out

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April 10, 2022 · 3:00 am

Less Is More

When I was a market manager for Clear Channel, the company president introduced a new concept for reducing our commercial load, he called it “Less Is More.” It sounded good on the surface, however instead of reducing on-air clutter it introduced shorter length commercials. Each of my radio stations now aired ads that were as short as 5-seconds down to 1-second in length. This meant more ads could be run in a spot break. For example, the time it would take to run four minute length commercials, with Less Is More stations could now run six half-minute commercials or twelve 15-second commercials etc. Listeners don’t consider the length of a commercial break, but the number of different elements that air in a break.

Radio Commercials

If there’s one thing radio listeners tend to always agree on, when it comes to improving the radio listening experience, it’s reducing the number of commercials. That means the number of ads that air in a single commercial break, as well as the total number ads broadcast each hour.

Clear Channel recognized this listener issue, but by introducing shorter length ads, the “Less Is More” initiative added more elements to each stop-set. To the radio listener, the amount of clutter increased and in essence, made their favorite radio stations less listenable.

Commercial Free Radio

It was in 2008, when New York’s CD 101.9 WQCD dropped its Smooth Jazz format to switch to playing rock music with the new call letters WRXP.  Not finding any radio station in the greater New York City area that programmed the Smooth Jazz format, I would search online and discover Sky.FM.

They offered more than one flavor of Smooth Jazz music programming and it quickly filled my appetite for this musical genre. They only stopped the music twice an hour, once to tell me that I could hear this music without interruption by becoming a premium subscriber and the other announcement was about how they were looking to hire more IT personnel.

Those were the only two announcements and they lasted about 30-seconds in length, but over time, it was like Chinese water torture; so, I went online to find out how much it would cost to become a premium subscriber, learning it would cost me only $49/year. But that wasn’t all, that fee also increased the audio quality of the stream .

I was hooked and remained a subscriber, only leaving the service when I got my first Amazon Echo and Radio Tunes (formerly known as Sky.FM) wasn’t available on the service.

Recently a reader of this blog, told me that he listened to commercial free Radio Tunes on his Amazon smart speakers and I’m a subscriber once again.

My wife Sue loves Pandora and for Valentine’s Day 2022, I bought her Pandora Premium. This is their top service, it’s commercial-free and offers listeners the ability to ask for any song and immediately hear it. Plus she still can listen to any of Pandora’s wonderfully curated channels and skip any songs she doesn’t like.

Repetition Breeds Acceptance

I often hear people say they get tired of hearing the same songs over and over. Yet, successful radio stations often employ strategies that can seem counter-intuitive. They achieve the more variety music position by playing fewer songs. They reach a larger audience by targeting and focusing on a more narrowly defined audience.

By subscribing to Pandora and Radio Tunes we didn’t eliminate music repetition, we eliminated the programming elements that interrupted the music. It’s the music repetition of our favorite songs that actually attracts us.

In fact, I remember when Sirius and XM were still two separate subscription satellite radio entities, the most listened to commercial free music channels on both of them were HITS 1 and Top 20 on 20; both of which had the highest music repetition.

Dave Van Dyke, the President & CEO at Bridge Ratings Media Research, said that globally there are 3.6 music streamers for every paid subscriber. So, don’t completely count commercially supported radio out yet.

Great Radio Ads

When I was managing radio stations in Iowa back in 1999, my two sons came to visit. Before they left, they made what you might think is an unusual request, they wanted to know if I could make copies of the radio commercials my stations aired and put them on a cassette to bring back with them to New Jersey.

I also remember being at a house party and the radio station providing the music entertainment was largely background, until they stopped the music to play some commercials, and everyone would hush the conversation so they could listen. Yes, the radio ads this station created were that good.

I’m a graduate of The Wizard of Ads Wizard Academy in Austin, Texas. Roy H. Williams has been teaching radio folks for years about what makes an effective radio ad. Following Roy’s lessons, my advertisers have been very successful.

Radio commercials aren’t bad.

Bad radio commercials are.

Radio’s secret ingredient is the radio personality. Great radio talent has been effectively telling their listeners about all types of businesses, products and services for decades.

I need go no further than radio’s greatest salesman, Paul Harvey.

I own two BOSE Wave Radios because of Paul Harvey. What makes this so amazing is that I listened to him broadcasting on an AM radio station, but Paul was selling me a radio that would play FM stereo and CDs with the highest fidelity.  

While Paul Harvey was a news commentator, he called himself a salesman. His audience knew that he used the products and services he advertised. Harvey personally wrote the radio commercials he would broadcast.

Among his many accolades, the one Paul Harvey was most proud to have received was being named “Salesman of the Year.”

Paul Harvey loved his advertisers, saying “I am fiercely loyal to those willing to put their money where my mouth is.”

Creating great radio, means leveraging the power of the medium to deliver an engaged audience for its advertisers. That means reducing the number of ads in a commercial cluster and reducing the number of ads per hour, making sure every ad is about the listener and their life.  

Tomorrow has always been better than today.

And it always will be.

-Paul Harvey

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January 16, 2022 · 3:00 am

What Great Radio & a Great College Experience Have in Common

For over four decades, I was a professional radio broadcaster, before beginning a second career as a college professor. Both of these professions hold a special place in my heart.

The “R” Word

The one student element that is critical for an impactful higher education experience is building relationships. Unfortunately, this global pandemic has disrupted both radio and higher education; in a similar way.

Think back on your own education, what do you remember most about Intro English or Chemistry 101? If you’re like me, not a darn thing. But what you probably do remember are those professors, classmates, or advisors that made a real impression on your life and the decisions you made during your years at college.

“Personal relationships are really fundamental to college success, “ says Dan Chambliss, co-author of “How College Works.” “It’s the people, not the programs, that make the difference.”

It’s those relationships which engage the student that are so critical for colleges trying to attract and retain students.

Radio Personalities

In the radio business, it’s the radio personality who builds a relationship for the station with the listener.

“Not everything that can be counted counts,

and not everything that counts can be counted.”

-William Bruce Cameron

 Informal Sociology: A Casual Introduction to Sociological Thinking

Mike McVay recently wrote this about the importance of the radio personality:

“Every radio station needs a Star. Who is that one personality that your audience will think of when they hear your station’s name? You can’t win without a radio star. Smart companies know this and they invest in personalities.

Developing an emotional connection between your on-air personalities and listeners is an effective way of ingraining the station’s brand into the listener’s memory.”

What Mike is saying is how important building relationships between the radio listener and the radio station is to a station’s success; and how it’s accomplished through the radio personality.

Business 101

Whether you’re running a college or a radio station, one thing is true for both businesses, it’s easier – and less costly – to retain an existing student or listener than it is to acquire a new one. People in sales and advertising have long known this maxim when it comes to building a client base.

In a college, it’s the faculty that are critical to establishing strong relationships with the students; and in the radio business, it’s the radio personality that is critical to establishing a large and loyal listening audience for the radio station.

Radio & Emergencies

When the first winter storm of the 2022 season struck the Washington, DC area, traffic came to a standstill on all the major highways and byways along the Mid-Atlantic coast. One person who found themselves stranded on I-95 for over 20 hours shared their thoughts and observations about the emergency situation on Facebook. Let me share with you the part that caught my attention:

“Local radio is actually corporate radio, and except for the repeated promos (“you’re listening to the rock of Fredericksburg” type BS) so there was no news or information on the radio.”

Radio broadcasters are usually quick to point out that in times when cell service goes down, that they are the citizen’s only link with the critical information they need.

Well, guess what, this person also wrote:

“I had no (cellphone) signal, GPS stopped working and I couldn’t contact anyone or look up what was going on, I imagine this was because too many phones were pinging off of too few towers in the affected areas.”

What could have been a moment of radio magic, turned into a moment of listener misery.

The Customer Experience

I used the wisdom of Shep Hyken in my university broadcast sales training classes. Hyken is a customer service expert. He writes:

The one statistic that matters most is if the customer(listener) comes back. You see, customer(listener) loyalty is not about a lifetime. It’s about the next time… Every time! So, what are you doing, at every point of interaction you have with your customers(listeners), to ensure that they come back the next time they need what you do or sell?

How do you think all those stranded motorists felt about their relationship with radio if all they could find up and down their car’s radio dial was automated music and syndicated talk programming?

There’s no doubt in my mind that those motorists who could receive WTOP’s radio signal were kept informed about their situation, but I still remember the words of a local AAMCO Transmission shop owner, who was one of my first radio advertising clients, that said to me how concerned he was to ensure that every local transmission repair owner treated his customers right. He said that all it took was one miscreant to have the consumer label all transmission repair places as “crooks.”

With the plethora of radio signals crowding today’s airwaves, the chances for a bad listener experience has never been greater.

And that should be an industrywide concern.

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April 18, 2021 · 3:00 am

You Can’t Make an Elephant into a Giraffe

Let’s face it, somethings in life are what they are. Giraffe’s have long necks and elephants have big ears, big feet and trunks. Just as pickup trucks were designed for a different purpose than speed boats. So, why do we think that radio can somehow defy the natural order and become something that it was never designed to be?

Work on Your Strengths, Not Your Weaknesses

One of the lessons I learned in classes at Clear Channel University* was how people often focus on their weaknesses and try to improve them. However, studies have shown that when we focus on our strengths, we grow faster than when we try to improve our weaknesses. Added benefits to focusing on our strengths are that we become happier, less stressed and more confident.

The cure for constantly falling short of your goals is to work on improving where you’re already strong, rather than on areas where you are weak.

Why Doesn’t Radio Focus on Its Strengths?

Entercom changed its name to Audacy, saying:

“We have transformed into a fundamentally different and dramatically enhanced organization and so it is time to embrace a new name and brand identity which better reflects who we have become and our vision for the future. Audacy captures our dynamic creativity, outstanding content and innovative spirit as we aspire to build the country’s best audio content and entertainment platform.”

-David Field, CEO

Audacy is the fourth largest radio company in America (based on the number of radio stations owned) and just like the top three radio operators ahead of them, none use the word “radio” in their name.

It was in 2010, that National Public Radio announced that it would be using “NPR” as its brand name, even though its legal name remains the same. NPR celebrated its 50th birthday in 2020, the same year that American commercial radio turned 100.

What is it about the name “radio” that has radio station owners and operators distancing themselves from this word?

Finding Your Strengths

If you want to grow your strengths, first you need to identify them. This week, Pierre Bouvard, Chief Insights Officer at Cumulus Media/Westwood One, did a pretty good job of that in his blog. While Pierre was trying to correct some misperceptions about broadcast radio, he also gave us a good place to start with identifying some of its strengths. Here are five Pierre cites:

  1. Radio reaches 88% of persons 18 years of age and older each week in America.
  2. Radio reaches the 60% of Americans who are back in their cars commuting to work every day. (The Radio Advertising Bureau says radio’s reach in the car is 83% in 2021, making it the dominate form of media on-the-road.)
  3. Radio’s audience shares are twenty-one times larger than ad-supported Pandora and ten times that of ad-supported Spotify, according to Edison Research.
  4. Radio delivers an impressive Return On Investment (ROI). Pierre says “for example, for every $1 invested in an auto aftermarket AM/FM radio campaign, there is a $21 sales return.”
5. Radio delivers listeners at all hours of the day, seven days a week.

Radio’s Analog Audience

Lee Abrams posted a short YouTube video back in August 2020 that you might have missed explaining his “PSYCHOGRAPHIC CHART.” If you’re in radio, you should watch it now.   

View the full twelve-minute presentation HERE What I’d like to focus on is the two quadrants that Lee has labeled as “Analog Generation/Culturally Sophisticated & Culturally Unsophisticated.” These people are radio listeners. They were born with and are comfortable with analog media.

Lee makes clear that you can’t satisfy more than one quadrant. Pick one and super serve those people to the point of making what you do appalling to people in the other three quadrants.

The bottom line is that you can’t be all things to all people, but you can be everything to some people. This is really Marketing 101.

But the Future is Digital

Yes, the future of media is digital and it can’t be ignored. But you can’t make radio into something it’s not and never will be. It’s a powerful one-to-many media entity; leverage that.

The Australian Radio Network’s Neuro Lab is doing some interesting research into how a listener’s brain responds to audio, whether it’s coming from the radio, a podcast or streamed.

What should make all radio owner/operators sit-up and take notice is the fact that “radio showed the strongest ability to engage listeners and for extended periods of time, racking up 60% more neural engagement than any other audio format.” Podcasts showed higher levels of memory encoding and streaming was noted for promoting positive attitudes towards brands. You can read the full report HERE

All Audio is Not Created Equal (in the Brain)

Dr. Shannon Bosshard, the neuroscience specialist who conducted this groundbreaking research said, “This is the first time that anyone has demonstrated, from the perspective of the brain, that radio, podcasting and music streaming are processed differently and should be treated differently, in the same manner that audio and audio-visual mediums have been.”

Radio Financed TV

It was the incredible revenue streams produced by broadcast radio that were used to build out the medium of commercial television. TV also stole radio’s stars and programs, leaving the radio industry to reinvent itself and compete with television for advertising.

Today, radio is once again finding itself the “money mule” charged with funding the buildout of digital initiatives, having to sacrifice the very thing that makes radio unique in the process; its personalities. And then, just like with TV, radio has to compete with digital for advertising.

Fred Jacobs in his TechSurvey 2021 revealed how important the Radio Personality is to today’s radio listener.

But this shouldn’t come as a surprise. For generations, the radio personality has been the primary attraction drawing audiences to one radio station over another. At his peak, Dan Ingram on WABC in New York was said to be more popular to the station’s listeners than The Beatles.

Great Radio

In the end, great radio isn’t any one element, it’s all of them – personalities, jingles, promotions, station imaging, community involvement and companionship – that makes a radio station part of a listener’s family. People have favorite movies, but not a favorite movie theater; they have favorite television programs, but not a favorite television station; however, people DO HAVE favorite radio stations.

Remember that. Leverage that. Make money knowing that.

*Clear Channel University was closed in 2009

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December 1, 2019 · 3:00 am

Radio’s Brain Challenge

radio on brainI often wonder if today’s youth would gravitate to the style of radio that attracted me to make radio broadcasting my career for five decades. Would they be attracted to a Dan Ingram, Robert W. Morgan, Dave Maynard, Ron Lundy, The Real Don Steele, Big Ron O’Brien, Larry Lujack or any of the countless other personalities that so influenced me as I was growing up?

Spoiler Alert: probably not

Old Brains vs New Brains

Our brains are wired by our experiences.

Those of us who grew up in the 60s, most likely had a transistor radio that only received Zenith RadioAM radio. Mine was a Zenith Royal 50 that came with an ear phone, that allowed me to listen to the Red Sox while in elementary school or to radio stations from far, far away after it was ‘lights out’ and I was supposed to be asleep.

This is an advertisement for that radio.

I saw it in Bristol, Tennessee at the “Birthplace of Country Music Museum.” I’m finding that a lot of my career memories are now museum pieces.

My brain was originally wired for AM radio, then FM stereo radio and all of the great radio personalities, promotions and stationality of that era.

More recently my brain has been wired for streaming audio and the convenience of playing anything that fits my mood via an Amazon Echo.

But anyone who has grown up in a world where streaming audio has always been there, has had their brain wired for only this kind of world, not the world of the 20th Century.

Classical Music’s Challenge

Classical music venues, including radio stations, are searching for new audiences as their current audience gets older.

With the typical American adult spending eleven-plus hours-a-day connected to media, today’s musical consumer can’t help but have their brain wired in a new way. Most of that listening is via computer speakers or wireless ear buds, not known for delivering the highest quality sound, but very convenient.

Classical music aficionados are all about quality of sound, so huge sums of money are spent building acoustically perfect auditoriums that often are in locations that are anything but easy for people to access.

People want to listen to music everywhere; in cars, on buses, on trains & planes, and while walking on busy city streets. They don’t mind that the sound quality is less than perfect because convenience for them rules.

Our Brains Re-wire Quickly

To give you an example of how quickly our brains can be re-wired, V.S. Ramachandaran did an experiment where test subjects were shown a group of black dots on a white page. After studying the dots, participants soon began to see the form of a dog. MRI scans were used during the process and monitored participant brains being re-wired. Once the dog was seen, participants could not look at the paper again without immediately seeing a dog. Their brains had been re-wired that quickly.

On Demand Entertainment

I’ll admit it, I want my entertainment – audio or video – immediately available when I want it. My radio and television habits are nothing like they were when I was growing up when the only media I could see or hear came through the ether.

Initially cable TV and the TV remote control re-wired my brain for television viewing, but nothing has impacted my home media entertainment habits like streaming and on demand. Be it audio entertainment via our Amazon Echoes (now numbering 3) or video entertainment via Apple TV or Firestick, everything now is on demand to match our mood thanks to streaming via the internet.

Is It Real or AI?

Artificial Intelligence, or AI, has gotten so sophisticated that they are “paving the way for “deepfake” videos, content that falsely shows people saying and doing things they never said or did,” says CNBC.

Just the other week I read where James Dean, who died 64 years ago, will be starring in an upcoming movie about the Vietnam War. This has been made possible by the use of computer-generated imaging of James Dean.

A New Radio Format

Larry LujackThat got me to thinking that maybe a new radio format could be created bringing back deceased personalities like Robert W. Morgan, Dan Ingram, The Real Don Steele, Big Ron O’Brien, Ron Lundy, Larry Lujack among other greats by using the power of artificial intelligence. These incomparable radio personalities would “live again” via talented writers and programmers who would tell them what to say. Can you imagine how it might sound?

It would be like the “DJ Hall of Fame” on Rewound Radio, only the weather forecasts, the news, the community events etc. would all be current and up-to-date.

Which brings me back to how I started this article, would the radio listeners of today listen? Would their brains be so completely re-wired that they wouldn’t find it appealing? I fear they wouldn’t. Just as Vaudeville shtick stopped appealing to the generations of audiences with access to movies, television and radio.

In the end, doing something new means doing something fundamentally different.

+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++

If you’d like to know more about how advanced Artificial Intelligence has become, watch this five and a half-minute YouTube video. AI can clone your voice after listening to it for just 5-seconds. Click HERE

And for a really deep dive on how AI will change our future in ways we never imagined, watch this two-hour FRONTLINE report from PBS HERE

 

 

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July 7, 2019 · 3:00 am

Radio Is the Load Bearing Wall of Audio Media

Rich TunkelRich Tunkel of Nielsen Audio delivered this message at the 71st Annual NJBA Conference and Gala in Atlantic City, New Jersey along with this slide (see below).Nielsen Audio Media Reach

Tunkel pointed out that when it comes to total media usage in America today, the ten and a half hours of daily media use has remained unchanged year-over-year. However, Nielsen is seeing shifts in what and how media is being used during the day. The big increase is in the use of internet connected devices, with almost seven out of ten homes now having a device capable of streaming audio content.

RADIO is King of All Audio Media

92% of adults in America today listen to radio each week according to Nielsen’s Q3 2018 survey. That’s more than twice the reach of streaming audio on smartphones It’s almost five times the reach of podcasts, and virtually six times the reach of satellite radio.

Yes, there’s more competition for the ear than ever before, but broadcast radio is “the load bearing wall of audio media.”

I love that description!

A load bearing wall in a building is the one wall you can’t take down without having the entire structure collapse. And so, it is with reach via the medium of audio. If your advertising buy doesn’t include radio, you’re missing the masses with your message.

Nielsen’s New Research on the Impact of Radio on Light TV Viewers

When it comes to reaching America’s light TV viewers, radio dominates. (see below)radio_reaches_light_TV_viewers

Light TV viewers are most of us in today’s world. We are commuting, busing our kids and grandkids to their activities, leading active lives ourselves and are now spending less time home in front of the tube.

Rich Tunkel showed a real-life demonstration of how taking an advertiser’s TV budget and diverting 50% of it to radio, the advertising campaign increased its reach by over a 100,000 people without increasing the dollars the advertiser spent. In this case it was a 45% lift in reach.

I’ve known Rich for years and have never seen him deliver more impactful data on the power of radio advertising.

‘Nielsen Media Impact’ brings together consumer media behavior information data Nielsen Media Impactacross TV, digital, and print media into one easy to use planning interface. It’s a product that should have everyone in radio sales salivating to get their hands on.

Radio #1 in Reach

Reach, for the advertiser, has never been more important. Radio’s 92% reach of adults in America is unchanged year-over-year and that’s a statistic worth shouting about, especially with huge losses in reach of television and newspapers.

Radio’s ability to reach the masses is why Proctor & Gamble has returned to radio as a major advertiser since the summer of 2017. Over the course of the year in 2018, P&G virtually tripled its radio advertising. 2019 could see P&G become radio’s biggest advertiser.

Why Radio

One of the panelist’s on Rich Tunkel’s NJBA panel was Stuart Burkhoff. Stu is the Senior Director of Media Strategy and Planning for Altice USA (4th largest cable provider in the US). He shared with the audience why radio is important to him using a clever acronym called RADIO, which stands for:

 Relevant

Authentic

Delivery

Impact

Original

Radio is relevant for all kinds of people, whether they want sports, news or entertainment. Radio has authenticity with listeners because of its radio personalities who are stars in their communities and have earned their love and trust. Radio delivers an advertiser’s message with impact, and radio is the original, it’s the audio medium that’s been around for almost a hundred years and still works. In fact, radio may be entering its finest hour.

Each of Tunkel’s panelists stressed the importance of the local radio personality to powerfully deliver their message and endorse the product. Radio personalities have never been more important to advertisers.

In today’s world, reach continues to be the most important factor when deciding which medium to use to get an advertising message out.

Radio is the undisputed reach & frequency leader.

It’s the…

Load Bearing Wall of Audio Media.

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May 19, 2019 · 3:00 am

Great Expectations

OR FMI read with great interest the five part series by Matt Bailey on “The Alexa Effect.” In the 5th and final installment Matt shared what he called the “radio weapon Spotify will never have.” What is it? The radio personality. He wrote:

 

  • “A radio personality can tell you the backstory of a breakthrough artist that makes you want to hear her work.”

  • “A radio personality can point out that crazy line in the second verse to stay tuned to hear.”

  • “A radio personality can engage you to smash or trash a song on the station’s social media.”

  • “A radio personality can give you the chance to be among the very first to hear a new song by a star artist.”

“A radio personality can add context that will make listeners excited to hear a song that otherwise would simply be weird and unfamiliar. It’s a deeply personal and emotionally engaging weapon no algorithm can match. When we stifle their voices and their role in introducing new music simply to avoid potential tune-out, we might win a few tenths of a point in the PPM battle, but we will lose the new music war to Spotify.”

Consolidation & Voice Tracking

I don’t disagree with Matt, but I lived through the ramifications of the Telcom Act of 1996 and the consolidation of radio stations, along with the rollout of voice tracking.

Clear Channel called it “Premium Choice,” and we were told it would replace our local personalities with big market talent.

I watched in market after market as radio personalities, who were like members of the radio listener’s family, were sent to the unemployment lines. Relationships that took years, even decades to establish, wiped out in an instant.

Early Media Expectations

I grew up at a time when the family television set received a signal from a couple of antennas on the roof. We had two channels, which meant we received two television networks, CBS and NBC. If you wanted to change the channel, you had to get off the couch and change it. There was no remote control.

Our radios had both the AM and FM bands, but I remember wondering why. I often scanned the entire FM band to hear nothing at all with only the AM band picking up radio signals.

My early media expectations were two TV channels and AM radio stations. The radio provided a lot more variety, plus I had a radio in my room and our family had a single TV located in the living room. I controlled my radio, my parents controlled the family TV.

Media Expectations Change

In time, I would come to expect television to be in color, to be connected to a cable and have a remote control to easily change the multitude of channels I could now receive, from the comfort of my couch.

Radio would expand to the FM band and a whole new type and style of radio was born. The one thing that connected AM and FM radio was the radio personality. Every station had them and the decision to listen to one station over another was because of the radio personality.

In fact, I wrote an article on the power of the radio personality back in 2015 entitled “We Never Called It Content.”

I wrote this article after reading about the latest round of “forced retirements” in the radio industry.

And if you thought this type of downsizing was only occurring in large radio metros, the movie “Corporate FM” told the story of how in the 80s, ninety percent of mass media in America was owned and controlled by about fifty different companies, but after the Telcom Act of 1996 it was down to just six corporations.

New Media Brings New Expectations

Let’s fast-forward to today. I cut the cord on cable TV two years ago and all of my television viewing is streamed. Netflix, Amazon Prime, Sling TV and YouTube provide me with more hours of television entertainment and information than I could ever have time to watch, and I’m retired.

Amazon Echo provides me with all of my audio entertainment and I do mix it up between stations via TuneIn and the pureplays like Pandora and Amazon Music.

I also read a lot and subscribe to several online newsletters that all link to the original source of the material.

Which leads me to this conclusion, my calendar age did not cement my media habits. They’ve been fluid all of my life.

My 21st Century Great Expectations

  • I expect NPR to open up my world to things I should be aware of, that I might not have been. I expect them to also provide me with more depth to the stories in the news. I expect them to have all of this posted online for almost immediate access. They don’t disappoint.
  • I expect my television viewing to be On Demand and commercial free.
  • I expect my music listening to match my mood and be there by simply asking Alexa to play my favorite channels when I want to hear them.
  • Finally, I expect I’m not alone in these “21st Century Great Expectations.”

Rewound Radio DJ Hall of Fame

On Saturdays, I enjoy asking Alexa to play Rewound Radio so I can hear another fabulous radio personality featured in the weekly “DJ Hall of Fame.” The other weekend they featured WOR-FM out of New York City and the air personality was Johnny Donovan. OR-FM air checks are all in stereo and the music mix has plenty of variety. It was a time when Music Radio 77 – WABC dominated the world’s airwaves on the AM band. But the one thing I notice in these weekly trips down memory lane is how integral the radio personality was in the total program. They were a constant companion. They really were radio’s “secret weapon” to attracting faithful listeners.

The question I ponder often is, was this period of radio history akin to the vaudeville period of theater. It filled the right hole at the right time but won’t ever be coming back again.

I welcome your thoughts.

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January 17, 2016 · 7:00 am

Get The Led Out

mrr_peabody_canvasLed for Lunch (an hour of Led Zeppelin music) pre-dates a lot of things, not the least of which is my iPhone. But this radio programming staple along with “Two-fer Tuesdays” and “Million Dollar Weekends” (in a billion dollar world) remain on so many radio stations. It’s like Mr. Peabody’s Way-Back Machine broke down in 1972.

My iPod contains a large variety of music. You would probably toss your cookies if you had to listen to it. Variety has always meant something different to each individual. That’s why radio stations that promote “the best variety” are usually wrong with a wide variety of listeners. Another worn-out, if ever appropriate, positioning phrase.

Howard Stern and Adele have a lot in common. They’re one-of-a-kind. They both understand they are not for everyone and they don’t care. We are attracted to people like that. Successful radio stations are like that.

When CBS lost Howard Stern to Sirius Radio, it suffered a meltdown. When Comedy Central lost Jon Stewart, it didn’t. Why? Comedy Central seized the opportunity to move in a new direction by attracting younger demographics, as well as increasing its black and Hispanic audience. It also read the tea leaves and made the show more accessible on the social media platforms. The result is the show is doing better than Stewart with where the “cut-the-cord” millennial’s are getting their media fix. Radio needs to embrace this changing audience usage pattern and have fulltime people paying as much attention to IoT (Internet of Things) as they do their over-the-air product. (Personally, I love both the new Daily Show & Nightly Shows and they are becoming a habit.)

Speaking of habits, they take a long time to cultivate, but once you get people in the habit of doing something, they aren’t quick to change. (It’s the reason I publish this blog every week. I’m trying to get you in the habit of expecting it and reading it.) Too many radio operators, in the name of budget cuts, eliminated the very reason many listeners had the habit of tuning into their radio station. Personalities are what differentiate a radio station and create the habit of daily listening.

Personalities and radio stations that are part of the fabric of the community will be found on every radio, including the new digital dashboards appearing on the latest vehicles. If people want what you create, they will find you.

The art of the tease has changed in a world with smartphone access to Google. If you tease a viewer or a listener, you better be the only place they can get the pay-off or you have effectively sent the person packing for another source.

Demographics are so yesterday. Psychographics are today. I like many of the same forms of entertainment that my grand kids like. (They also probably can operate my smartphone better than I can.) If age was ever a good way to define listeners or viewers, we definitely know it isn’t now. Pick a tribe you want to super-serve and then do it relentlessly.

What should you focus on most? Everything. The devil’s in the details and no one’s focused on the details anymore. All great entertainment is laser focused on the details. Go see a Cirque du Soleil performance if you need an example to emulate or watch the coaching staff instead of the playing field during a college or NFL football game.

Nothing stays the same. You’re either getting better or getting worse.

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January 2, 2015 · 12:01 pm

New Radio World Column Premieres

Thirty years ago Michael C. Keith entered a small New England college to start a new career. Keith had just spent the past ten years as a professional broadcaster and was now transitioning into the world of teaching. The first thing that he would learn was the only textbooks available at that time were woefully out-of-date. Radio was now format driven and there were no textbooks available in 1986 that were teaching the kind of radio Michael Keith had just left. So, Keith decided to write his own textbook. He called it simply “The Radio Station” and he pitched his manuscript to Focal Press.

If you like to read the entire article, simply click here: Focal Press Updates “Keith’s Radio Station”

This is the premiere of my new column in Radio World that will appear quarterly.

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