Below is a link to a “new radio era” blog that chronicles how a few operators apparently are making money utilizing a multi-platform approach based on what CC and others in the writer's opinion are striving for but not yet accomplishing.
http://www.paragonmediastrategies.com/the-new-radio-model-5-years-later
My own commentary: this blog recalls what some radio pioneers discovered eighty years ago – you build station support with a good signal and programming that involves listeners rather than just entertaining them. As networks came into existence and ratings became available a new paradigm came to be predominate, one which some regard as radio’s “golden age.” This paradigm continued with the advent of television, the shift to FM and the emphasis on music rather than information.
Now there is an alleged “new paradigm” which actually echoes what for many is the ancient past.
In the mid-twenties KFI was just getting started and the NBC network hadn’t yet reached the Pacific Coast. Recorded music wasn’t broadcast quality – even commercials had to be done by “live” announcers.
Result: most programming was “live and local.” A two station simulcast in Los Angeles and San Francisco required five engineers at relay points. KFI had three employees assigned to arrange live music presentations by local school and church groups, remotes at locations such as the Ambassador Hotel’s coconut grove were common, a legendary news program (the Richfield Reporter - which later migrated to the NBC west coast (Gold) network) was established, and special features directed at target groups such as farmers and school age pupils were featured.
KFI pioneered broadcasting live from the Rose Bowl and later the Memorial Coliseum The station in cooperation with KHJ even saved the Hollywood Bowl as Earle C Anthony chaired the Symphony Under the Stars. And the station was very vocal about issues such as police force size and standards and the need to repeal prohibition.
This was “live and local” before 1930 and radio’s golden age. And KFI was not alone. Harrison Holliway (who later became KFI’s GM and President) was doing similar things in San Francisco on KFRC. So were the owners of other proactive stations. Then came NBC and CBS with “big name” programs and soap operas. But even then KFI continued to air local programs such as the Boy Scout Jamboree and the Young America Sings/Speaks competitions plus farm oriented programming. It took the advent of television and the perfection of FM technology to take away the audience and eventually the community focus.
Now, by becoming part of a multi-platform approach combining AM with social media, there is allegedly a rebirth of what was once the standard approach: programming that involved rather than merely entertained the audience. One can only wonder whether it will develop as forecast. Only time will tell.
http://www.paragonmediastrategies.com/the-new-radio-model-5-years-later
My own commentary: this blog recalls what some radio pioneers discovered eighty years ago – you build station support with a good signal and programming that involves listeners rather than just entertaining them. As networks came into existence and ratings became available a new paradigm came to be predominate, one which some regard as radio’s “golden age.” This paradigm continued with the advent of television, the shift to FM and the emphasis on music rather than information.
Now there is an alleged “new paradigm” which actually echoes what for many is the ancient past.
In the mid-twenties KFI was just getting started and the NBC network hadn’t yet reached the Pacific Coast. Recorded music wasn’t broadcast quality – even commercials had to be done by “live” announcers.
Result: most programming was “live and local.” A two station simulcast in Los Angeles and San Francisco required five engineers at relay points. KFI had three employees assigned to arrange live music presentations by local school and church groups, remotes at locations such as the Ambassador Hotel’s coconut grove were common, a legendary news program (the Richfield Reporter - which later migrated to the NBC west coast (Gold) network) was established, and special features directed at target groups such as farmers and school age pupils were featured.
KFI pioneered broadcasting live from the Rose Bowl and later the Memorial Coliseum The station in cooperation with KHJ even saved the Hollywood Bowl as Earle C Anthony chaired the Symphony Under the Stars. And the station was very vocal about issues such as police force size and standards and the need to repeal prohibition.
This was “live and local” before 1930 and radio’s golden age. And KFI was not alone. Harrison Holliway (who later became KFI’s GM and President) was doing similar things in San Francisco on KFRC. So were the owners of other proactive stations. Then came NBC and CBS with “big name” programs and soap operas. But even then KFI continued to air local programs such as the Boy Scout Jamboree and the Young America Sings/Speaks competitions plus farm oriented programming. It took the advent of television and the perfection of FM technology to take away the audience and eventually the community focus.
Now, by becoming part of a multi-platform approach combining AM with social media, there is allegedly a rebirth of what was once the standard approach: programming that involved rather than merely entertained the audience. One can only wonder whether it will develop as forecast. Only time will tell.