-
Get involved.
We want your input!
Apply for Membership and join the conversations about everything related to broadcasting.
After we receive your registration, a moderator will review it. After your registration is approved, you will be permitted to post.
If you use a disposable or false email address, your registration will be rejected.
After your membership is approved, please take a minute to tell us a little bit about yourself.
https://www.radiodiscussions.com/forums/introduce-yourself.1088/
Thanks in advance and have fun!
RadioDiscussions Administrators
Reminder of where we have been, and could be again.....
- Thread starter cc917
- Start date
INSIDE MUSIC MEDIAâ„¢ I thought this piece offered a great deal of food for thought regarding the state of broadcasting today. It certainly
puts the business in perspective regarding it's future! P.S.
INSIDE MUSIC MEDIAâ„¢
My Students Program Your Radio Stations
Posted: 29 Mar 2007 02:05 AM CDT
I know. I know.
You have a hard time believing that college students -- in this case my students at USC -- can tell you anything you don't already know about programming your stations for them.
In that case, you should stop reading. Scroll down to some other stories you may have missed or page over to a traditional radio trade publication and read how good radio really is and how important HD radio is to attracting the next generation and how everything will be just fine.
On the other hand, if you're one of my thoughtful readers in a position to influence a troubled radio station, I'd like to offer the advice the next generation asked me to pass along to you. You may not like it, but remember, this is a generation that doesn't have the close affinity to radio that we have. They live in a digital, on-demand world so they are very different.
I'm generalizing, but on target, when I say this generation hates radio. Believe it or not, they don't hate it because it's analog. They hate it because its stupid to them. They have so many better choices. And swallow your bitter medicine -- the radio industry let them get away easily while we were consolidating.
Having said all that, I received no shortage of suggestions from these young people. They seem to think you'll never listen to what they're saying. And I agree. I know you won't. After all, what do they know about programming your radio station.
Well, if you have an open mind and because you're still with me so far, read on.
To the next generation, content is everything. They feel you are loose with your content. That it is nothing special and it's repetitive. They are used to choices. You are used to pairing down playlists. That's not going to cut it.
So, let's look at what my students would do if they could program your stations:
1.. Add production values. You're too bland. You've run one sweeper too many. One sound effect more than they can stand that is supposed to pass for production. Please sit so you don't hurt yourself. Many of them love Radio Disney -- the same station radio people make fun of. They love the production values and to get a college student to point to a kids radio station as something good gets my attention. Did it get yours?
2.. Better talent. We are the industry that slobbered all over virtual voice tracking when Clear Channel tried it. What were we thinking? Local jocks are bad not just in the small markets where you might expect less polish, but in the major markets. Satellite radio, are you listening, too? The jocks who play the music are not really jocks, they are what we used to call board ops before computers.
3.. Intelligent jokes. This is not a bunch of college students looking for egghead humor. They just want something less moronic than what your putting over the airwaves. They would put jocks on the air with a better sense of humor. Find out what they mean by "better sense of humor".
4.. Jocks that speak locally to them. Local is a big deal. They have social networks online and are big into communities. Radio may want to sound national, but my evidence is that Gen Y wants to feel like the station is local. Consultant Mike Joseph, as all of you old timers remember, was an early adopter of throwing in the names of towns in the listening area to make his stations seem more local. This generation demands more.
5.. DJs who are fans. Isn't that an interesting way to put it? I've typed it exactly as it was said to me. This generation craves on air personalities who love the music, the bands, the venues, the sports. They like to hear djs who have knowledge about the music. They're not into put down artists. And while we're at it, read the next one.
6.. Less arrogant djs. You fail in this category. As one student told me, I wouldn't pick a radio dj to be my friend. Why? They sound arrogant. Gen Y doesn't understand what radio djs are so arrogant about because these listeners are laughing at them and then turning them off.
7.. Unique content you can't get elsewhere. If its something that can be done online, then why listen to radio? So they're telling you that a good rule of thumb is to create content that can't be created by anyone other than your station and then it has great appeal. If Big Boy at Power 106 in Los Angeles can bring Jay-Z in for an in depth on-air visit, then podcast it, then it is something that begins to take on some uniqueness. If you got your PDs together to brainstorm about unique content, you'd make progress with this group. Maybe this will drive it home exactly as it was told to me: Gen Y expects from you "something you can't get on an iPod".
8.. 8 commercials an hour. See, you're starting to say, "these kids don't understand". Yes, they do! In the end they will continue to leave you if you continue to run as many spots as you do. They're telling you something you should know. Pressure your inventory. USAirways pulled a larger A-319 Airbus off the LA to Phoenix run that I make weekly and substituted a small, cramped regional jet. Now they sell out both planes that leave within ten minutes of each other and if it weren't for low priced competition from Southwest, they'd be able to raise the prices. But they fly full. And you can run full and not lose the audience if you run 8 spots an hour. Oh, and don't cluster them.
9.. Run one commercial then get back to the music. Bill Drake was right. All the geniuses that said cluster the spots and run longer music sweeps -- they don't like it.
10.. Experiment with one sponsor per hour. Hell, the nightly network news shows are trying this. Sell the hour for what you'd make from 8 spots and don't run 8 spots. You can run some. You can run a mention or two. How is this "Less Is More" not the other one?
11.. Live reads. They didn't know the term but they know the concept. Save your production for other things. They like it when djs talk to them directly (not recorded). Live. You know what they're saying.
12.. Special request hours. My students want you to do what WCBS-FM Program Joe McCoy did for 20 years in New York -- tie a new ribbon on the same music everyone else has. This is one way.
Okay, so you're still with me. Not arguing that this generation doesn't know what they're talking about. Or these kids are crazy, we can't make money like this. Or, they're naive.
In other words, you're intrigued. You're challenged.
What's a radio person to do now?
Get to work.
The next generation spreads the word virally in their online world. Because word travels fast with this crowd, start winning these listeners back one by one and who knows?
Maybe your audience growth in this neglected but important demographic will become exponential.
puts the business in perspective regarding it's future! P.S.
INSIDE MUSIC MEDIAâ„¢
My Students Program Your Radio Stations
Posted: 29 Mar 2007 02:05 AM CDT
I know. I know.
You have a hard time believing that college students -- in this case my students at USC -- can tell you anything you don't already know about programming your stations for them.
In that case, you should stop reading. Scroll down to some other stories you may have missed or page over to a traditional radio trade publication and read how good radio really is and how important HD radio is to attracting the next generation and how everything will be just fine.
On the other hand, if you're one of my thoughtful readers in a position to influence a troubled radio station, I'd like to offer the advice the next generation asked me to pass along to you. You may not like it, but remember, this is a generation that doesn't have the close affinity to radio that we have. They live in a digital, on-demand world so they are very different.
I'm generalizing, but on target, when I say this generation hates radio. Believe it or not, they don't hate it because it's analog. They hate it because its stupid to them. They have so many better choices. And swallow your bitter medicine -- the radio industry let them get away easily while we were consolidating.
Having said all that, I received no shortage of suggestions from these young people. They seem to think you'll never listen to what they're saying. And I agree. I know you won't. After all, what do they know about programming your radio station.
Well, if you have an open mind and because you're still with me so far, read on.
To the next generation, content is everything. They feel you are loose with your content. That it is nothing special and it's repetitive. They are used to choices. You are used to pairing down playlists. That's not going to cut it.
So, let's look at what my students would do if they could program your stations:
1.. Add production values. You're too bland. You've run one sweeper too many. One sound effect more than they can stand that is supposed to pass for production. Please sit so you don't hurt yourself. Many of them love Radio Disney -- the same station radio people make fun of. They love the production values and to get a college student to point to a kids radio station as something good gets my attention. Did it get yours?
2.. Better talent. We are the industry that slobbered all over virtual voice tracking when Clear Channel tried it. What were we thinking? Local jocks are bad not just in the small markets where you might expect less polish, but in the major markets. Satellite radio, are you listening, too? The jocks who play the music are not really jocks, they are what we used to call board ops before computers.
3.. Intelligent jokes. This is not a bunch of college students looking for egghead humor. They just want something less moronic than what your putting over the airwaves. They would put jocks on the air with a better sense of humor. Find out what they mean by "better sense of humor".
4.. Jocks that speak locally to them. Local is a big deal. They have social networks online and are big into communities. Radio may want to sound national, but my evidence is that Gen Y wants to feel like the station is local. Consultant Mike Joseph, as all of you old timers remember, was an early adopter of throwing in the names of towns in the listening area to make his stations seem more local. This generation demands more.
5.. DJs who are fans. Isn't that an interesting way to put it? I've typed it exactly as it was said to me. This generation craves on air personalities who love the music, the bands, the venues, the sports. They like to hear djs who have knowledge about the music. They're not into put down artists. And while we're at it, read the next one.
6.. Less arrogant djs. You fail in this category. As one student told me, I wouldn't pick a radio dj to be my friend. Why? They sound arrogant. Gen Y doesn't understand what radio djs are so arrogant about because these listeners are laughing at them and then turning them off.
7.. Unique content you can't get elsewhere. If its something that can be done online, then why listen to radio? So they're telling you that a good rule of thumb is to create content that can't be created by anyone other than your station and then it has great appeal. If Big Boy at Power 106 in Los Angeles can bring Jay-Z in for an in depth on-air visit, then podcast it, then it is something that begins to take on some uniqueness. If you got your PDs together to brainstorm about unique content, you'd make progress with this group. Maybe this will drive it home exactly as it was told to me: Gen Y expects from you "something you can't get on an iPod".
8.. 8 commercials an hour. See, you're starting to say, "these kids don't understand". Yes, they do! In the end they will continue to leave you if you continue to run as many spots as you do. They're telling you something you should know. Pressure your inventory. USAirways pulled a larger A-319 Airbus off the LA to Phoenix run that I make weekly and substituted a small, cramped regional jet. Now they sell out both planes that leave within ten minutes of each other and if it weren't for low priced competition from Southwest, they'd be able to raise the prices. But they fly full. And you can run full and not lose the audience if you run 8 spots an hour. Oh, and don't cluster them.
9.. Run one commercial then get back to the music. Bill Drake was right. All the geniuses that said cluster the spots and run longer music sweeps -- they don't like it.
10.. Experiment with one sponsor per hour. Hell, the nightly network news shows are trying this. Sell the hour for what you'd make from 8 spots and don't run 8 spots. You can run some. You can run a mention or two. How is this "Less Is More" not the other one?
11.. Live reads. They didn't know the term but they know the concept. Save your production for other things. They like it when djs talk to them directly (not recorded). Live. You know what they're saying.
12.. Special request hours. My students want you to do what WCBS-FM Program Joe McCoy did for 20 years in New York -- tie a new ribbon on the same music everyone else has. This is one way.
Okay, so you're still with me. Not arguing that this generation doesn't know what they're talking about. Or these kids are crazy, we can't make money like this. Or, they're naive.
In other words, you're intrigued. You're challenged.
What's a radio person to do now?
Get to work.
The next generation spreads the word virally in their online world. Because word travels fast with this crowd, start winning these listeners back one by one and who knows?
Maybe your audience growth in this neglected but important demographic will become exponential.
Studionote,
An excellent article. It's what we've all known to be true for many years, but lacked the focus of this article.
Hope some future PD will read this and have the guts to "make it so"!
It seems the owners/PD's of today lack both the vision and courage to make radio what it should be...LOCAL, RELEVANT and LIVE.
An excellent article. It's what we've all known to be true for many years, but lacked the focus of this article.
Hope some future PD will read this and have the guts to "make it so"!
It seems the owners/PD's of today lack both the vision and courage to make radio what it should be...LOCAL, RELEVANT and LIVE.
TowerLamp said:
In Toronto, Canada Jack FM tried to operate with no djs at all, no news, nothing...just music, ads and Howard Cogan voice overs.
That failed miserably. They finally get it. "LOCAL, RELEVANT and LIVE" is what works, not something automated.
They now have a live morning, mid day and afternoon drive. I'm not sure about the other times though...
"9.. Run one commercial then get back to the music. Bill Drake was right. All the geniuses that said cluster the spots and run longer music sweeps -- they don't like it."
In Australia the NOVA network of stations has a policy of two spots in a row. It helps that (unlike the US) we can sell a product in 30 seconds. So NOVA's breaks are generally around 60 seconds, sometimes less. Advertisers pay top dollar for 30 seconds on NOVA.
www.nova100.com.au
In Australia the NOVA network of stations has a policy of two spots in a row. It helps that (unlike the US) we can sell a product in 30 seconds. So NOVA's breaks are generally around 60 seconds, sometimes less. Advertisers pay top dollar for 30 seconds on NOVA.
www.nova100.com.au
Ha! 30 seconds you say!?? So does that mean Paul Hogan MAY have been ...... dare I say "RIGHT"???? Less could very well be more? Or did I just get the wrong impression here?
J
JohnAllan
Guest
This is what I've been saying for years! In the Atlanta market, they've been overly repetative with the music rotation for YEARS! A new song has to be half way up the top 40 before it's introduced! No one will take a chance with programming. Like music did at the end of the 70's, RADIO has gone stale! It's not a difficult formula. Live, local, and variety. They don't want to hear the same song every hour and a half. I hate to agree with Bill Drake, as I think he was a part of the repetative problem, but yes, smaller commercial breaks. And I do like the thought of hour sponsorships.
The only way radio will return to the greatness it once enjoyed, is if the FCC tells the congloms to sell out and goes back to the 7-7-7 rule (7am's 7fm's & 7tv's with only one of each in any market) and THAT will never happen.
when the 7-7-7 rule existed, radio stations were owned by thousands of companys and owners, not just one of the big 3 or 4 congloms (cumulas, clear channel, etc.) so REAL competition existed for those media dollars, AND a training ground for talent also existed. but when the FCC degregulated, and the big guys started buying up all the stations, talent (established and new) were let go and most left the business. and while radio used to be ruled by programmer, when the congloms moved in, sales men who only understood COMMISIONS and not the big picture took over and radio was ruined forever.
Sure, there are some very talented people still on air (most in syndication) but those are becoming fewer and fewer. and eventually, with no real training ground left, and most of the experienced talent gone...radio is destined to become a graveyard.
when the 7-7-7 rule existed, radio stations were owned by thousands of companys and owners, not just one of the big 3 or 4 congloms (cumulas, clear channel, etc.) so REAL competition existed for those media dollars, AND a training ground for talent also existed. but when the FCC degregulated, and the big guys started buying up all the stations, talent (established and new) were let go and most left the business. and while radio used to be ruled by programmer, when the congloms moved in, sales men who only understood COMMISIONS and not the big picture took over and radio was ruined forever.
Sure, there are some very talented people still on air (most in syndication) but those are becoming fewer and fewer. and eventually, with no real training ground left, and most of the experienced talent gone...radio is destined to become a graveyard.
ruger22com said:
- Status