Not listening...

[wannabepd]

I wonder how many of us there are out here. I’m a 47 year old man who is debt free with just a small mortgage. Everything I have is paid for. I have a steady income; I earn more money than I need to maintain my current standard of living. I have assets and cash. I have not listened to a local radio station in Jacksonville for months. I can't remember the last time I listened to a local radio station by choice. When I’m in my car or on the bike I listen to my iPod. I spend 3 hours a week in front of the television if that. I manage a department of geeks at work that are all listening to internet radio. There are nearly 40 people working in our building with one radio in the building tuned to a local station. Three people are exposed to that radio. How do advertisers reach people like us, billboards, point of sale? I’m not listening and local radio stations are not giving me a reason to listen. Why listen when there is nothing there to draw me in? I wonder how many of us there really are.

 

[John FL]

http://boards.radio-info.com/smf/index.php?topic=5527.0

The above is a post from a string I started back in July 2005. I was known as JohnRadioFan in those days but I tried my damdest to sound the alarm for the continued assault that was being done to radio. Jacksonville had undergone quite a lot of change for 6-7 months prior to that post. (Cool 96.9 died, KOOL had "issues," Gator came to town/3 country stations/what would happen to Rooster/Eagle became a protype of how success was measured etc. etc. etc. What should be evident is my very real frustration because even then, I knew there were forces at play changing the medium to something that to this day I don;t see as healthy regardless of what the balance sheet says.

Occasionally, I go way back in time on these boards to review what was said. Some of us have been dead wrong on some things but all this time you can't deny that I have not been consistent in my core beliefs or my messages. Here's a little secret, more of us have been right than wrong and that shouldn't surprise anyone, especially if good judgement is used. But what we had back then was participation and a fighting spirit, emotion and really a lively debate where posters did offer different opinions. It's mostly silent around here now, except for my occasional rants. I hate mentioning names becasue I know I'm leavng many out. I really enjoyed the many postings of GreatScott1960, SuperJax, Mburg, Oldies Cat - just to name a few. I suppose many don't think anything is worth discussing.

Briggs, you of all people shouldn't be surprised to see your workers into something else besides radio. Each year from the time I first posted that, radio's perception among listeners continues to take hits. If you can;t spark interest and generate a need, many have and will say - why bother? I am without a doubt the biggest radio fan this town has and I listen to local radio - maybe a grand total of 4 hours a week - mainly just to see if somebody's flipped to something exciting or tweaked the playlist a bit.

Here's another little secret - those running things don't listen - period. When you don't consider what your audience is saying - it's not the way to go. No wonder so many posters have given up.

You had your time in radio and you can't change anything. Consider this as advice from your "older bro." While you may have been trying to make a point that radio could do a better job attracting successful cosnumers, your comments could be construed as bragging. Again, I wouldn't think that was your intent but many in and out of your former line of business are not having the easiest of times. Just my two-cents worth as is usually the case around here. Peace.

 

[wannabepd]

You are correct, I am not here to brag. Anyone who really knows me knows that is not in my nature nor am I all the bright. That is one of the reasons I was never comfortable with the positions I help in both radio and television. The point I am making here is simple, Advertisers break the market down. They look at who they want to target with advertising dollars. I am part of a large group that is being ignored for some reason.

 

[wannabepd]

Truth is, what other people think of us is none of our business so there’s no reason to be too concerned about it. We’re all the same; we’re all just trying to find our way without setting the building on fire. I guess the thing that I’m saying is this, I wish there was a local radio station for someone like me to form a relationship with but there isn’t anymore.

 

[John FL]

It’s time I say this or to restate what I said some time ago. I don’t have any beef with you at all. Besides the years, I’ve matured in my thinking processes and I realize now there were forces beyond you and in fact virtually every other PD. That position isn’t what it used to be – it’s just a figurehead and a guy/gal who just carry out orders. I see in you someone who really does love radio after all. Your heart will probably always be in it which is why you post and why you would love to see a station offer something different – to that underserved market in which we share commonality.

Pure and simple – the system is broken. I can’t cover this subject in a few words but the 25-54 parameters in which 15 stations go at in battle has to by logic conclude that not everyone can be the winner – especially for stations whose signal and dial position puts them at a disadvantage. It’s the one size fits all mentality that does not serve listeners well and that continues to anger me.

The same advertising rules have been in effect for decades. This is why you – as someone in his late 40s and economically healthy – hasn’t found anything worth listening to. Younger demos are more easily swayed and are not set in their ways. OK. But those over 54 are not the same as they once were. They still need to buy cars, they eat out, they buy technology. All of you – try this out. Go to a place like Best Buy and look at the variety of people in the store. I still say there is lost opportunity in we are discounting a very significant portion of the market. I heard the other day the Beatles #1 album proved to be the biggest seller of the decade. Hmmm.

Let’s really look at our market and maybe this can explain why radio in our town shows vulnerability even though we are often ahead of the power curve when it comes to embracing the new ways.

In many posts I’ve talked about making concessions for the good of the business. What I meant by that was this. Stations with blowtorch signals have little alternative than to offer a format that has the greatest billing potential. Radio is not a non-profit endeavor. But this thinking carries forth literally across the board doing little for listeners. Without sufficient numbers of listeners or with many increasing their time spent listening in other venues – I would suspect a red flag should be raised where at least 1 person with 1 station could attempt to travel a different path and realize alternative potential.

Here’s what I mean by a broken system. Let’s take WSOS. The music they play is not of interest to anyone because a lot of what they play is heard elsewhere – particularly on WEJZ. I’ve often read that ratings for the station are not a concern. Apparently, being under the umbrella of an AC is enough to get some billing with the least effort no matter how small your audience. I see a lot wrong with that. It's a system out of whack.

Let’s assume they decided to offer Scott Shannon’s True Oldies Channel. They would probably triple their audience being what I figure in the mid 2 shares yet they would say they can’t sell that format. I often think of someone driving along Atlantic Blvd by Regency who comes across WSOS hearing all the station by the lighthouse stuff and a totally insipid sound – they tune out lickity split but that’s OK. It’s not about the listener - it's about that umbrella format.

The ironic thing about Jacksonville is we often lead the pack on certain things such as offering the formats we do or even automating and we were really among the first over 5 years ago to begin that trend. Also, another major issue is content doesn’t account for anything. Agencies will look at format to place ads – innovative programming doesn’t come into the equation. This is a major reason why little changes here – the current methods are working in a tough economic environment. Radio is grim in our town. Next month is Memorial Day weekend. Other stations in other markets have no doubt got something special planned for listeners. It happens all the time - we don't do anything - just take the money and run. I'm sorry - where is the sense of pride and trying to hold on to your audience or even thanking them for the "business." Your work situation is not unique. In the privacy of our "cubes" we listen to internet radio with our little head sets. I'm in hog heaven at work listening from NYC to Philly to Detroit to Miami - lots of great stations offering listeners something a bit different. Not here. I truly would love to support a local station and it's still a dream.

Many listeners feel alienated – such as yourself. If we do listen – we settle. Think about it this way. We have 7 signals devoted to 2 formats. We have 4 varying degrees of rock from new alternative to active to classic rock to classic rock hits. We have 3 doing varying degrees of country. For those who don’t like rock or country – where do they go? WEJZ offers a nice mix of 70s and 80s. But they after all are an AC and so when the newer stuff comes on – I’m not interested.

Other operators in other markets are not as extreme as we are. If we can’t even get crumbs in the sense of a small station doing something different, it continues to fuel the flames of discontent. Simply, our biggest problem is 3 operators act the same way and why the smallest one in the bunch distresses me the most. They could be the hero but there’s no financial rewards for being a hero or being truly responsive to the market served. Why I keep hoping something will change probably just shows I'm the real idiot.

 

[Kabrich]

I can't remember the last time I listened to a local radio station by choice. I’m not listening and local radio stations are not giving me a reason to listen. Why listen when there is nothing there to draw me in? I wonder how many of us there really are.

Considering the countless mounds of research show that well over 90% of the American Public listens to the radio each week, you are clearly in the minority.

 

[qbot101]

Although I am not Mr. Moneybags, or anything, I also find myself not listening to the terrestial radio at all. Ever since I bought a Zune, I filled it with songs amd moved on. I liked WBZE but it became repeat central with never ending commercials. WTLY, to its credit, revamped its song selection, but I find myself bored. I try to tune in various stations across the dial and after about 5 minutes, I go back to my Zune. WFLA is ok but I would like something fresh and local besides the morning show. When will Tallahassee get HD radio and a FM Sports talk station?!?!?

Maybe I am expecting too much from Clear Channel/Cumulus/Opus...

WFSU is a decent public radio station weekdays (and at night)... no beef with them, just don't to hear the news and other inane shows 24/7

 

[wbennetti]

Randy - It's only been 20+ years since we last spoke but, saw your name on the board and wanted to interject a thought or two.

The 90% you quote is largely made up of auto listening. How many people listen to radio in their homes anymore? Unless radio and radio groups change significantly, that number will tumble significantly as more auto manufacturers include as standard equipment Ipod and Zune docks in their cars (and how long before Apple and Microsoft get smart and start subsidizing it like the XM and Sirius did?) and internet accessibility. Talk and Sports will continue to migrate to FM and, soon, AM will be 1-2 local English stations in a market (probably simulcasting with an FM) with the other 10-15 AMs religious or foreign language.

PPM will also have a huge impact as you're already seeing with minority stations and NPR affiliates.

The 2nd tier music stations that don't stress their local presence will fade to be replaced by information and content that is either local or unique. Playing music is not unique, especially when it's filtered by consultants and corporate PDs that have no clue what the local marketplace looks like or wants.

You're one of the people that is smart enough to get people to change. I hope they are wise enough to listen.

 

[radioboy]

qbot,

Tallahassee broadcasters, for the most part, are not gearing up for HD Radio. I believe one of the FSU stations, and Opus' 103.1 "The Wolf" are the only ones that are even remotely close.

It's funny, but after being in the radio biz for a long time, I hardly ever listen, either. Once in a while I do listen to classic country WGWD 93.3 out of Quincy.

My dad hasn't listened in probably 15 years. He says you can't find Anne Murray or Kenny Rogers on the radio in Tallytown.

My wife sometimes listens to K-Love or WFLA on her 10-minute commute to work. But just as often she takes along a CD to play.

Unless sports is FSU-related it is a difficult sell. Maybe some company has deep enough pockets to try an FM sports station. That wouldn't appeal to me, and even 1270 'The Fan" seems to struggle for ratings.

 

[amfmxm]

The 90% you quote is largely made up of auto listening. How many people listen to radio in their homes anymore? Unless radio and radio groups change significantly, that number will tumble significantly as more auto manufacturers include as standard equipment Ipod and Zune docks in their cars (and how long before Apple and Microsoft get smart and start subsidizing it like the XM and Sirius did?) and internet accessibility. Talk and Sports will continue to migrate to FM and, soon, AM will be 1-2 local English stations in a market (probably simulcasting with an FM) with the other 10-15 AMs religious or foreign language.

The 90 percent is not largely made up of auto listening, but a combination of at-work, at-home and in-car listening. When you're talking about reaching 90+ percent of humanity every week--and 78 percent of humanity EVERY DAY--it doesn't all fall into one tidy category. IIRC, at-work listening actually leads the pack.

Moreover, when you're talking about daily habits of more than three-fourths of every breathing American, those habits don't change all at once.

One last thought. Those foreign-language listeners are people, too. Publix/McDonalds/Bud/Pepsi want to reach them, too. Strange as it seems, those stations are in the same radio business as the English stations. Often in the same companies...

 

[wbennetti]

The FCC should limit the amount of time a broadcaster can use the public airwaves to broadcast foreign language programs. Just my opinion.

 

[Tom0B1]

The FCC should limit the amount of time a broadcaster can use the public airwaves to broadcast foreign language programs. Just my opinion.

Do you really want the FCC programming stations? Not a pretty picture.

90%+ of the American public is EXPOSED to radio everyday. They may or may not be ACTIVE listeners.

Doesn't the PPM log every station it "hears" (if the station is encoding)? That person may not be actively listening to that particular station.

Tom0

 

[amfmxm]

The FCC should limit the amount of time a broadcaster can use the public airwaves to broadcast foreign language programs. Just my opinion.

Do you really want the FCC programming stations? Not a pretty picture.

90%+ of the American public is EXPOSED to radio everyday. They may or may not be ACTIVE listeners.

Doesn't the PPM log every station it "hears" (if the station is encoding)? That person may not be actively listening to that particular station.

Tom0

How actively does a person have to listen in order to meet your standard? Must they be facing the radio? Must they cup their ears toward the radio speaker? Are they allowed to listen while they work? Do they have to pay more attention to the program than to their work? If driving, must the majority of their attention be divided in favor of listening or driving?

Gimme a break, man.

I get it. You don't like radio. Or you'd like to see it die. Or you're just an "aginner"--against whatever the subject might be. It's okay, though--you're not obligated to listen again. Go your merry way, and have a nice life. Really.

We'll keep doing radio, and eking out a living the best we can.