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The Art of Posting

I’ve thought about presenting a subject like this for quite some time. As a poster, and someone who genuinely appreciates “Radio Discussions,” I strive to bring interest to my content. Despite my efforts, there are more misses than hits.

If you think about it, the various boards that make up Radio Discussions are like radio stations. Each board and subjects in that board show the number of views and the levels of participation. It’s like radio ratings. Obviously, there are boards that are way more popular than others. Among these are Top 20 markets, radio formats, engineering, and even radio competition/other platforms known as specialty. There are others.

There are new ones under the political discussions umbrella. Those who run Radio Discussions are, no doubt, tasked with finding ways to increase both site visits and participation. Politics doesn’t interest me. But, I can see the merits of including political discussions and relationships to broadcasting. People may not agree on much but they talk about it with passion. If it helps attract advertising and keeps R.D. viable, count me in.

State-specific boards such as this one doesn’t have an easy time of it because it’s tougher getting noticed. In the universe of people who frequent the boards, it truly is a numbers game. Last year, I spent considerable time researching “Fl Ratings & More.” I enjoyed presenting it. There were over 4000 views. It was an undertaking that was never done with such detailed analysis. That string proved the right subject can attract people.

One of the disappointments in that string was when I got to the smaller markets. Interest dropped off. Outside of a poster who let me know of his favorite station in the Panhandle, it was a struggle to keep it going. There is, in my view, a story to tell especially for mom-and-pop operations. There is a bias in favor of large markets/big stations. It’s another difficulty for this board in that all the large Fl cities are represented.

Titling subjects, for boards such as this, must be worded in a way that generates curiosity. With more readers can come more opportunity for participation. Such was the case in 2019’s “Radio Catch 22’s” earning over 2000 views. The truth is I didn’t put much effort into that subject, but it generated interest. A couple years ago I talked about a specific Treasure Coast station that flipped to Christmas. Not surprisingly, that didn't get much attention. Nothing new there. But perhaps presenting it as a statewide stations discussion would have performed better.

Two subjects from last year surprised me in that both, as of this writing date, got zero response. One was “Luck, Flips, & Success.” That subject title alone I figured would arouse curiosity. It’s only earned several hundred views. On the content side, I thought readers would want to know why some stations have a history of constantly flipping. It seems a piss-poor way of doing business. About luck, I believe the readers would have enjoyed hearing accounts of first opportunities in radio and whether it was a stroke of good or bad luck.

Most surprisingly was the deafening silence for “Fl Top 500 80’s.” That took me over 4 months to research and put together. Years ago, my specialty music lists earned lots of response and views. It’s telling me the readers and posters are more into radio’s reality than in the discussion of alternative programing ideas. I probably should have promoted that subject in the Classic Hits board to give it the attention it deserved.

Finally, I believe a post on this board will increase its likelihood of being seen provided it is done when the maximum number of people are on the site. Posting in the 5 or 6 AM, as I often do, can find your comments buried by many pages in the “What’s New” tab of R.D. as the day progresses.

As far as increasing views and participation on this board, we need to remember Florida is the 3rd largest state in population. There are many stories to tell and there are great radio stations here. But they must be presented in a way that is interesting and relatable to all those who don’t call Florida home.
 
While I wish this board had the traffic found elsewhere on Radio Discussions, relevance of subjects remains key in the art of successful posting. We can consider radio stations that don’t have the best signal or the biggest promotions budget yet perform well given what they’ve got. Besides quality that can help attract listeners or posters/readers, there’s also relevance.

Relevance is one of those overused words. The art of posting that generates lots of responses and reader interest almost always hits a nerve among lots of people. What’s tough about this venue is I have no idea who makes up the audience. Radio has ratings and demographic information at their fingertips. While I may think I’m being relevant in subjects I initiate and posts I participate in, I’m thinking something is off.

It was just yesterday that I learned of legendary programmer Bill Tanner’s passing. It was as if someone punched me in the gut. I took the news badly. He was a long-time hero of mine and those heroes are disappearing so rapidly. For those of you who have followed my posts over these many years, will probably know that no matter what I discussed, Bill Tanner’s skills and legacy would often be used as talking points and justification to the kind of programing that I saw as one of the roads to success.

What gets a little tricky is I don’t call for radio to be like it was, say in the early 80s, but rather it’s the creativity (another overused word) and the on-air excitement that was incredibly fun to listen to. That's what I wanted to see brought back. Today's listeners like what they like and the way it's presented. It's okay to be music-intensive but it all sounds so sterile.

Brian Thomas of Classic Hits WCBS-FM fame is another radio hero. His concepts of programing with daily music specialty features are something that I agreed with completely. I saw the kind of numbers that approach delivered. Add in personality jocks, a market-centrist approach, and an upbeat on-air excitement and it was a recipe for success. Brian Thomas left WCBS-FM in 2012. That’s almost 10 years ago now. A lot has changed since that time. Even today’s WCBS-FM doesn’t follow Mr. Thomas’ methods.

So, as much as I thought I was practicing relevance in all my many suggestions and recommendations, I can see that my thinking hasn’t changed much in the past 10 years or so. Baby Boomers are no longer the target. Gen X and even Millennials are attracted to formats such as Classic Hits. The successful programmer of Soft AC is even seeing decent numbers in 18-34. What worked 10 years ago obviously doesn’t apply today.

In all the various music specials I’ve presented on the radio boards over the years, I often wondered what Bill Tanner and Brian Thomas would have done. While I recognize not being anywhere close to their league, it was more like a testimony to them and their positive contributions to radio. I don't believe Bill Tanner consulted with Classic Hits formats but I wonder what innovations he would have out in place.

The outer margins of the “Fl Top 500 80’s” contained songs that I would have liked to have included on that list but thought today’s audience (even in 2011 when I created that doc) wouldn’t relate to. Among these were Tom Tom Club’s “Genius of Love,” Junior’s “Mama Used To Say,” Champagne’s “How ‘Bout Us,” Rick James’ “Give it to Me,” and my favorite song from the entire 80’s decade “A Night To Remember” by Shalimar. My God, many of these songs are around 40 years old already. These and many more titles were of Bill Tanner's Y-100 (WHYI Miami) days that made the station so unique.

Inspiration and personal growth can hit when you least expect. It’s okay to be in awe of legends of the past and want to emulate them. But the trick is to get others, especially those who weren’t even born yet, to relate to what you’re saying about past programming and making ties to today. It's not easy!
 
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