It doesn't cost more money. The question is: Who is the star? One Direction or a local DJ?
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- Thread starter guruofradio
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It doesn't cost more money. The question is: Who is the star? One Direction or a local DJ?
In today's market (all over the US ) I can hear Maroon 5 on multiple formats.... So why as a listener do I want to listen to YOUR station? Because I feel a connection with SOMEONE not something. It's a feeling universe and we react and respond to feelings. That local jock who can make you feel good, laugh, make you pause and think or feel some compassion or inspire you to do something because what they shared resonated in your life. People want and need to feel they belong.(Tribes is a great book that speaks to this) Think of it this if you are holding up a mirror to your audience will they be able to see themselves in the reflection or will they see some big banner screaming out your station? Will they see the big head of some over inflated jock? We, you, as a station have the ability to TOUCH the audience and if you do that I mean really do that then you will win. It takes real people, with real hearts, who really care and know the communities that they are in to succeed. It's so funny as radio tends to look at national formats, syndication of formats, etc they are actually going the wrong way. Birds of a feather and people are the same way.... We flock together to be around those that we feel are most like us.....the local jock should be there to add color and some flavoring to the dish that no other can offer. Like going to a restaurant you can eat a burger and it's a burger. But now how about how it's cooked, presented, served, the restaurant how is it? Nice clean, friendly, fun, good atmosphere? Would you come back? How was your server? Jocks need to think of themselves like that...as a server in the restaurant they are there as an additional piece but they are not what the person is there for. That person may comeback over time because they had a great experience and how it made them feel but they more than likely aren't coming back because Ryan the waiter was so awesome! He twirled fire, juggled dynamite and swelled swords while bringing us our food. Bottom line people don't go back Olive Garden because Ryan the waiter was fun or nice but he can play a big role in how YOU feel and your overall experience. People make buying decisions on feelings and feeling good is a key factor in that. So think about that is your listener feeling good, can you help them to do so? Where are THEY in the "family portrait" of YOUR radio station.....if at all?
What I wouldn't give to be a future employee at KINKGREAT station!
Dave Scott just left KINK as part of the morning duo.
Some people don't have those needs. They just want to hear some music (nothing specific) now. Radio is cheap, easy, quick, and it does all the work for you. Just turn it on, and it's there. No programming, no setting play lists, no giving your credit card number, no membership, just turn it on. That's a very different and easy experience.
At the same time, sure...a lot of stations spend a lot of time and money creating that family feeling. But don't assume that because it's important to you that it's important for everyone.
Couldn't have said it better myself. Todays radio execs don't understand this. They only see the bottom line and how much stock dividends they can pay out to the share holders who have invested in the corporation. A lot of the investors have more money than I'll ever see and they still want more...even if that means the lowly jocks who have great talent, get dumped for automation so that the CEO, and the stock holders can get their bonuses at the expense of someone who needs work and could really be an asset to the team. Why can't business' see that something is wrong with the picture? (This will come back and bite them. Think the recession was bad for the country? If we really had a depression again, the rich will have to watch their backs, just like they did in the French revolution. There's a lot of unrest under the surface the world over. All that is needed in a catalyst. Economic, natural, or political disasters or a combination of all the above.)
The truth is that if you were right, and hiring lots of DJs to make connections with listeners would make them more money, they'd do it. These companies spend millions of dollars on staff, and so spending money isn't the problem.
Take a look at Seattle. Almost every station is fully staffed with local talent. Does that translate to you?
Big A seems to miss the big E on the eye chart here so let's try to dumb this down....it's not a matter of hiring lots of jocks.... It's hiring the RIGHT jock. Tons of stations with local talent that DOES not take the aforementioned outline I described in the prior posts is what you are seeing, hearing, reaping.... A consistent lack of talent, development, and coaching as well is yet another issue...We spend too much time on song scores and music research and if we spent that time, or a portion of it as there is value to it, on researching our target audience and getting to know who they are what's on their minds what are they concerned about you win. Here is the cool thing when you have an event you have the chance to engage the audience where you live and they live. You can make that personal connection and thus a feeling is created. A connection. Real talent will do that. Sit behind your desk and schedule music on selector with all your safe song scores check your weekly ppms and have a 3 way call with your consultant who is out of market and keep doing the same ol same ol and guess what you'll get....see the real TALENT lies in when that jock connects and gets the listener speak to them where they are. Don't need to throw tons of money at some crazy zoo am show or a wild blabber mouth who is all about them. It's all about the LISTENER and if you make THEM the focal point - how can we serve them how can we be a benefit, how can we add something positive to make their time worth while. Get that right and it won't matter who you have on air or if all the songs are above a 70 on your score card because the connective tissues of the station will keep folks sticking. May I suggest for your enjoyment.... http://books.google.com/books/about/Tribes.html?id=vD4q8qj1dtkC
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I was at a public non-commercial station early in my career. We had a morning jock who had that personal connection with listeners. He also picked his own music. He was a volunteer, we didn't pay him, so he could pick his own music. The problem is there was one particular artist he refused to play. It was a core artist that all of our listeners wanted to hear. But this artist had stiffed the DJ once for an interview, and he held a grudge, so he refused to play that artist. So there's not much you can tell me about talent. I've worked with a lot of people.
Something tells me that they are not interested in hiring an eighteen year old kid. I'll have to wait until Shelia makes her departure.
Repetitive radio works on CHR stations that are directed at the younger audience who tune in only for a short period of time. Logically, the opposite is true for other radio formats. For example, if you programme a repetitive format on a classic hits radio station, you lose the listener base who spend a lot of time listening to their radio. Those people do not want to hear the same stuff over and over again. It's unfortunate that the same philosophy behind CHR is also used for other stations/formats.
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The only non-repetitive station around here is KJAQ. Even the AM talkers (politics and sports) are repetitive when it comes to topics.
This is why KJAQ and KKXA are the only Seattle area stations that I ever consider listening to these days (when I am unable to pick up the KINK signal).
KANY is now stunting.
Its now 11:10 and i'm getting nothing but dead air followed by a message that says "KLSY 107.3. Ahhhhhh LOVE those birds!"
Never heard that liner, just 'country has moved to 107-3 in Grays Harbor, gotta love those birds' or something to that affect.
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Never cared much for country, even though classic country is ok at times...but I have to be in the mood for it. BTW, why do they sell themselves as KXA when they're not on 770kHz?
That is a good question. I think they are trying to emulate the good days. Although, I never actually new that "KXA 770" existed. I have only thought of 770 as being KTTH. Interesting.
If my memory is correct, KXA was never a country station. They were classical, then oldies, before becoming KRPM in 1985, simulcasting KRPM-FM (106.1). The 770kHz signal has quite a history, starting out as KFQX (the bootleggers station), KXA, KRPM (simulcast of KRPM-FM), KULL (oldies), KRPM (KRPM-FM simulcast again), KNWX (KNWX was @ 1090 and did a frequency swap in Sept. of '95 with KRPM which was easy to do being they share the same array on Maury Island), (24 hour news, then business news), KTTH (talk).
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