Why does any fomat work in a given market? Well, first of all, there has to be a lot of listeners that like that kind of music, or programming. Which is why we do market research before we launch a new format. You don't just launch one willy-nilly; although that's what a lot of companies are doing nowdays. The philospohy seems to be one of throwing formats against the wall to see what sticks. There has also always been a tremendous amount of arrogance, on the part of some programmers, who seem to think they have all the answers when it comes to what is going to sell. Which is why we find ourselves with the music we have on the radio today - and the poor ratings that go with it. How many stations take requests any more? And, out of the ones that do, how many really play the requested songs. You've got to admit that even the radio stations with the best ratings still actually suck. This is why the niche formats like the talk stations and the Christian music stations are making such an impact.
There is also a deplorable lack of personality on the radio these days. Which is also why talk radio has taken off. At least the talk radio people have a personality that connects with the average listener. Yes. I agree that this is the fault of a corporate mentality that doesn't want to pay for good talent; or even do their part to help develop it. Then they complain about not being able to find good talent.
Then there is the promotional aspect of radio. When was the last time you saw a local air personality do something really cool out in public. Like a round-the-clock remote from inside the alligator pond at the zoo. Most of them are more scared of the listeners. And the companies they work for can't afford, or are so hung up on the legalities involved, to put together neat promotional events any more. Only two stations were out at the rodeo this year. What a shame. The largest single event in town; and that's all we could do? Promotions keep you in touch with your market; so you are always getting feedback on what they like and want from you.
So, there you have it. The Gordon McClendon model for successful radio. Programming, Personality and Promotion. Give them programming that they like, personalities that they'll want to listen to and promotional events that keep them wondering what you're going to do next; and, you'll have a successful format.
