Something in th Air on Don & Mike

[Andy Taylor]

Don & Mike had a phone guest on named Mark Fischer. He wrote a book called Something in the Air.Here's a link to a review.http://www.calendarlive.com/books/b...4jan14,0,3063055.htmlstory?coll=cl-bookreview
Argy check this out.I think you'd be interested in this.

 

[Happy Harry]

Amen!

 

[argytunes]

Andy...

I enjoyed the read. Thanks for pointing it out.

Radio STILL has the power to communicate "one-to-one" better than any other medium. Unfortunately, there are very few risk takers when it comes to format or attempting to program something different? [Most of the innovative stuff seems to end up late at night or on the weekend].

Regardless of an audience's political affiliation (liberal, conservative, or somewhere in the middle) or type of music they might enjoy, people get tired of the same old songs or "bush bashing!"

That leaves them with 3 choices:

1. Turn off the radio and substitute a favorite CD... ;D

2. Attempt to find a station with more interesting programming or content... ???

3. Start humming or singing loudly until a spouse, child or a co-worker tells you to SHUT UP!

Alternative programming is out there...and so is the talent. But convincing a man or woman obsessed with numbers & "the bottom line" to try something different and give any new programming a fair chance...is the toughest sell of all! :-[

argytunes

 

[ray ting]

So what shall Northern New England radio do to lead the charge to re-marry itself with disenfranchised radio listeners?

The Mark Fischer book -- or the reviewer who wrote the article -- seems to miss this key point:

AM Radio got a chance for a second life in the late 1950's not because it decided to do good radio. But rather because radio, largely by luck, rode on the back of an emerging tidal wave: Rock 'n Roll. The youth/rock 'n roll scene was a powerful social movement with a mind of its own. All radio did was find a big parade and set itself up as the Grand Marshal.

FM Radio lollygagged in Nowhere Land for 30 years. Then came the Summer of Love, the Anti-War Movement, and its adopted child, "Progressive Rock". FM stations probably thought Dylan was singing about them when he said, "When you ain't got nothin', you got nothin' to lose." Hey, when your billing is zero, why not try something like Free-Form Radio? They did, and a new audience was created.

And we all know the rest of the story. Within only about 10 years, FM had overtaken AM. But not because FM invented the format. FM simply set itself up as the Grand Marshal.

So my point is this: These journalists, most of whom don't even know how to plug in a radio let alone program a radio station, can criticize radio for sitting on its hands in 2007 and not inventing new and exciting formats. But they MISS THE POINT. Radio cannot invent new and exciting music. Radio cannot invent new and exciting social movements. All radio can do is rearrange that furniture that it is given, and try to make existing things more interesting for the listener.

And that only works so far, and only for so long.

What commercial radio needs to do is hope and pray for another big Social Parade. And have its shoes on, and be ready to march.

 

[argytunes]

Ray...

I liked your analogy about rearranging the furniture.

Have you ever noticed that when a radio station makes a few subtle changes, the overall sound is fresher...the jocks are more enthusiastic...and the image liners aren't as predictable? Audience feedback (via phone, email or at a remote) about a song, on-air personality, or contest usually occurs. In other words, a few 'audio rearrangements' usually will get a listener more involved and interested in the station. And subsequently, he or she will 'hang around a little longer' to listen to the promos and the commercials! [Which usually pleases the GM, GSM, Program Director and anybody involved in selling radio time].

I still believe there are formats out there that many radio listeners would enjoy! For example, what commercial radio station offers film scores and soundtracks 24/7? A few might provide a couple hours on a Saturday or Sunday night, but the only fulltime sources I'm aware of are connected with XM or Sirrus...which requires a monthly subscriber fee.

As you and I both know...trying something different involves P.R.I.D.E.

Promotion of the new format
Repetition when it comes to alerting listeners when a station is changing format.
Imaging (aka creative promos) to generate listener interest
Dependability when it comes to making promises (aka news on the hour)
Enthusiasm (about the format) from the jocks, the sales department, and anybody who works at the station!

If the staff believes in the format and can avoid any cynicism...listeners not only will respond more positively, but (more than likely) will offer a few creative suggestions of their own?

argytunes

 

[Underminer]

oy.