"Godfather" Radio

[John FL]

The reality of posting viewpoints is almost without exception it comes down to a right vs. wrong scenario. That in itself is unfortunate because no one really is right or wrong, especially when the discussion concerns the future or what could have been had this happened or that happened.

Often times we hear that no matter how old we get, there are still plenty of things to learn. Being receptive to new ideas and approaches while soaking up knowledge is as important to me as standing by one’s convictions. There are many dominant and persuasive personalities on these boards who have strong opinions. I consider myself one as well.

As opposed to right or wrong, I believe there are those who in effect defend and accept the status quo. Those like me believe there is room for alternative methods to arrive at success. That in itself becomes very difficult to make the case for change when many believe - why change what apprently is working?

But here’s where the reality of the situation kicks in. For even those with a modest 401K plan, as long as the fund is making money – none of us would be motivated to write to a company and suggest they do this or do that. It comes down to the same thing as it applies to radio operations. It’s nearly impossible to suggest a different course when profits are up, investors are happy, ownership is content and those guiding the course feel secure that perhaps they can hang in with their career a little longer.

If the reverse were occurring – radio companies going bankrupt one after another and stations literally disappearing just like the mom and pops in a strip mall, there would certainly be more ears listening to new and different ideas and concepts. It’s just the way it is. It’s human nature to never question anything when the going is good or it appears to be good. But when the jig is up as we have seen for some business, then all the once happy investors are now so outraged as they shake their head in disgust. Its hypocrisy and I’m not holier than thou – I never gave back profits made when a company was involved in something shady and risky.

A few paragraphs back I talked about continuing to learn no matter how old we get. Along with that, having an open mind about just about everything is equally as important. We have a wonderful opportunity and forum to post our ideas. For those of you out there who may feel a little intimidated to speak your mind - don't be. If radio means a lot to you, then your view is just as important as all the other posts.

 

[TheBigA]

If the reverse were occurring – radio companies going bankrupt one after another and stations literally disappearing just like the mom and pops in a strip mall, there would certainly be more ears listening to new and different ideas and concepts.

And I think that's what's happening now. Rather than continue doing status quo radio, using the same techniques that worked 25 years ago, you see a lot of stations shaking things up, not relying on the standard approach of DJs and one-way radio. Instead, radio is making more use of web sites and social media to interact with listeners. Boomers who grew up with one way of doing radio are uncomfortable with the changes. But the fact is that the newer generations aren't attached to the old techniques. There are lots of new formats being tried, new combinations of genres in ways that weren't tried years ago, playing country artists like Taylor Swift on an AC station, for example.

 

[JimmyJames]

One thing I find interesting is how in other countries that have still had success with commercial radio, there is a sort of promise of performance or format plan that goes with the license. In the UK and Canada, you apply not only for your technical facility but also include a proposal of who you're targeting, where that audience comes from and the percentage of local news and origination in your format.

I know most American broadcasters would kick at this, but personally, I like aspects of it. You still have to make a sound business out of it, but you do it by providing something that brings listeners in, and can be different from what's already on the dial.

And for all the "revolutionary" things that the industry is supposedly trying, very little of it involves returning DJ or listener input to the musical product which is how a lot of musical trends and new formats were discovered and brought to commercial success in the first place. I think there's still room for "gatekeepers."

Face it. The internet involves interaction. People have lives and careers and families. There are tons of college educated adults that still love music, but have no idea about the new stuff that's out there influenced by their classic hits. These are people that would or do still use radio, but their passion level has dropped. They're becoming disengaged. I think a case could be made for hiring intelligent adult communicators with a "taste" factor that allows input into their own shows, as a guide to both community events and interesting (but not disaffecting) music. Some public radio stations have already figured this out. There's some commercial outlets that are way down in the pack that might consider giving it a try.

 

[turkeydance]

+1 BigA....same ole same ole.
TV---guru: NBC Nightly News gets wrong demographic.
well, according to the 31-year-olds who do the ad buys.
Wii and all the rest rule. broadcast is newspapers.
wait until 6:30 PM Local for World News?
that's a Rain Man demographic.

 

[TheBigA]

I think a case could be made for hiring intelligent adult communicators with a "taste" factor that allows input into their own shows, as a guide to both community events and interesting (but not disaffecting) music. Some public radio stations have already figured this out. There's some commercial outlets that are way down in the pack that might consider giving it a try.

If they're "way down in the pack," there's probably a good reason. So don't expect any original ideas there.

The "intelligent adult communicator" is best ultilized in public radio. That's why those stations exist. Except that the powers that be feel their most useful role is in intelligent news and talk.

The issue with "taste" is that, while everyone seems to be looking for a tastemaker, the immediate reaction when one appears is to discredit him. Ask Simon Cowell. So you come up with someone who seems to have credibility, someone who isn't in anyone's pocket, someone beyond reproach, they come out and express their unbiased opinion, and immediately get shouted down. Respect for that kind of person disappeared a long time ago. Is that really a role you seek?

 

[davideduardo]

+1 BigA....same ole same ole.
TV---guru: NBC Nightly News gets wrong demographic.
well, according to the 31-year-olds who do the ad buys.

Media buyers don't determine the demographic target of a campaign, the client does. Media buyers negotiate and combine stations in markets for optimum cost per point, reach and frequency.