TheFonz said:
For a long time many music radio listeners have been unhappy with the state of radio today. Too much repetition, too many commercials, short playlists, etc. Now we hear that the Dixie Chicks have the #1 selling CD, without the help of radio airplay. So my question is: if listeners don't like radio, and the record companies don't need radio, then what is the future for terrestrial music radio?
I would say that major-market terrestrial radio is an endangered species. Too many ads, short playlists, and all the drawbacks of which you speak are really nothing new when you think about it. At least that was the case in the Top 10 markets. When I was living in Detroit in the mid 90's, and also visiting New York, I remember hearing commercial stops that just seemed to go on FOREVER. I would flip between five different radio stations and hear commercials on each one at the same time! Fortunately, the big boys are starting to realize this and are trimming back their spotloads (with a much higher ratecard, I'm sure), but this should have been initiated a LOOOONNNNNGGGG time ago, when these same people scoffed at the idea of listeners "paying" for radio.
The real danger here is complacency. It can be the downfall of ANY business, and radio is certainly vulnerable to that. It's too easy to sit back and let the money roll in because what you're doing right now is "working". "It's good". That sentence should never be in a radio broadcaster's vocabulary. It should always be, without exception, "How can we make it better?" And it's not through cutting expenses or staff.
It's done by evaluating your product and soliciting active listener feedback. A website is a great vehicle for listeners to do this. Too much or not enough news? Too many commercials? Like or dislike a particular talent? The possibilities are endless. Plus, you can also be creative with your sales department. Offer a 'clearance sale' on your airtime. Lock your sales reps in the building one day with a fax machine and have them work the phones the entire time. Make a party out of it. Let them dress casual and bring in food to share. The client gets this special rate if they buy TODAY.
Small market terrestrial radio will survive, if not thrive. Because of the make-up of a smaller market, it has a much more loyal listener base...even if the format is music intensive. However, it will only do so if it has something XM or Sirius can't offer. Local weather, news, and sports and promotions involving listener giveaways are great examples.
In other words, the truly innovative small operators can survive if they want to. Sadly, there's not many more of those left. I work for one of the fortunate few who are always thinking of new ways to promote and sell their station.
Radio's existence will truly be threatened if satellite radio is given permission to offer local programming elements that I just spoke of. As of now, they're prohibited from doing so, but the technology is there...NOW...they've already asked the FCC to be allowed to offer this. If the FCC grants their request, then we're in BIG TIME trouble.
