Led 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.