I've been reading Corey Deitz since he wrote for R&R back in the day. For the last few years he's been editing a radio newsletter for About.com. I like that he demystifies the radio biz for the general public...kind of pulling back the "Oz" curtain to see the knobs and levers on how radio works.
In this week's article he offers a great opinion on something we've been discussing here ... the deemphasis on personality. More JACK stations, more out-of-town voicetrackers...is it any wonder people are heading for their iPods?
Give this a read...what do you think?
Dangerous Dan
http://DanMcKay.com
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Radio’s Dirty Little Promotion Secret
Corey Deitz
http://radio.about.com/od/miscellaneous/a/aa062005a.htm
It’s tough times for AM and FM radio. Both are under increased pressure by competition that didn’t exist just 10 years ago: Satellite Radio, Webcasting, Podcasting, iPods and mp3 players, audio content on cell phones, and more.
There is no one in high management in the traditional (terrestrial) Radio business - who at least privately - wouldn’t concede that there is worry about the future.
Two recent events reveal this concern: Clear Channel’s “Less is More” move aimed at increasing listenership by reducing the volume of commercials on its radio properties while increasing their quality. And the new “JACK” format which is a direct reaction to the popularity of iPods and mp3 players.
A Quick History Lesson
When the government changed ownership rules through the Telecommunications Act of 1996, it lifted the cap on the amount of total radio stations a company could own (although there is still a cap in a specific market or geographical area).
Never less, a buying spree ensued and many individuals or very small companies that owned one or a handful of stations grabbed a profit and exited.
We were left with fewer companies owning many stations who proceeded to cut costs by eliminating staff, consolidating duties, instituting automation and voice tracking, and reducing in many cases promotion budgets and even promotion departments.
And do you know which of the latter has had the biggest impact on Radio’s competitiveness?
The lack of promotion budgets and promotion departments run by talented Promotion Directors with a staff to execute those promotions properly.
It’s Show Business, Baby!
When a typical radio market had say, 15 stations, run by 7 or 8 owners, it was imperative to promote and advertise stations. A full-time promotions department was necessary because everyone knew we were in SHOW BUSINESS.
I’ll say it again: Radio is not just any business, it’s SHOW BUSINESS.
Many in the industry have forgotten that. Radio is not a typical product, like computers or cheese, and needs to be promoted in a unique way. This requires creativity, resources, and a willingness to setup that circus tent and bark at the people passing by, “Come one, come all – step right up and see the amazing radio station!”
The current state of Radio promotion is typified by how many radio stations approach remote broadcasts or appearances these days. When a station shows up for a remote broadcast, setting up a card table with a tablecloth and putting a few CDs and T-shirt on it is not enough. We stand there doing reports back to our stations on cell phones as listeners look at us in back of our card tables and realize that broadcasting on the radio is as mundane as having a cell phone conversation.
Most people have never seen a radio station studio or even a radio station. They’ve never seen the hallways lined with gold records from grateful recording artists or signed guitars from rock bands hanging on walls.
Is it any wonder they might think to themselves, “A guy on a cell phone? Ho hum, where’s my iPod?”
Where’s the GLITZ? Where’s the GLIMMER?
Where’s the remote studio on wheels built into a modified RV with a broadcast window so listeners can watch as the DJ or host “broadcasts on the radio”? So what if the equipment is just for show and the microphone still interfaces back into a hidden cell phone. After all: it’s Show Business!
Where’s the signage that shouts, “Hey! Something exciting is happening here: a radio station – a DJ – on-the-air live!”
When a company owns 5 radio stations in a single market it’s easy to become complacent. It’s easy to reduce promotion budgets and staff. It’s easy to take a couple of thousand dollars from a client for a “remote” broadcast and set up a card table and banner.
I’ve worked in major and large markets and I know there’s generally more budget and attention devoted to promotions. But, the majority of America’s radio stations are in the medium and small markets and more of these stations could be profitable with compelling programming and exciting promotion.
We are what people perceive us to be.
We need to be more than a “1 CD-a-day giveaway with all the winners going into a drawing for a $50 dollars gift certificate.”
We need to be more than radio stations which buy billboards only when ratings drop and we feel threatened.
We need to be radio stations that give away prizes our listeners care about and not just products our sponsors give us.
We need to be radio stations that give away dreams, not just prizes.
Would Las Vegas be half as successful coercing people into giving it all their money without its bigger-than-life approach to buildings, entertainment, and experiences?
I know we can't be Vegas, but to be more competitive Radio needs to present its stations, DJs, and personalities in a more exciting environment than just some guy on a cell phone standing behind a card table.
In this week's article he offers a great opinion on something we've been discussing here ... the deemphasis on personality. More JACK stations, more out-of-town voicetrackers...is it any wonder people are heading for their iPods?
Give this a read...what do you think?
Dangerous Dan
http://DanMcKay.com
---
Radio’s Dirty Little Promotion Secret
Corey Deitz
http://radio.about.com/od/miscellaneous/a/aa062005a.htm
It’s tough times for AM and FM radio. Both are under increased pressure by competition that didn’t exist just 10 years ago: Satellite Radio, Webcasting, Podcasting, iPods and mp3 players, audio content on cell phones, and more.
There is no one in high management in the traditional (terrestrial) Radio business - who at least privately - wouldn’t concede that there is worry about the future.
Two recent events reveal this concern: Clear Channel’s “Less is More” move aimed at increasing listenership by reducing the volume of commercials on its radio properties while increasing their quality. And the new “JACK” format which is a direct reaction to the popularity of iPods and mp3 players.
A Quick History Lesson
When the government changed ownership rules through the Telecommunications Act of 1996, it lifted the cap on the amount of total radio stations a company could own (although there is still a cap in a specific market or geographical area).
Never less, a buying spree ensued and many individuals or very small companies that owned one or a handful of stations grabbed a profit and exited.
We were left with fewer companies owning many stations who proceeded to cut costs by eliminating staff, consolidating duties, instituting automation and voice tracking, and reducing in many cases promotion budgets and even promotion departments.
And do you know which of the latter has had the biggest impact on Radio’s competitiveness?
The lack of promotion budgets and promotion departments run by talented Promotion Directors with a staff to execute those promotions properly.
It’s Show Business, Baby!
When a typical radio market had say, 15 stations, run by 7 or 8 owners, it was imperative to promote and advertise stations. A full-time promotions department was necessary because everyone knew we were in SHOW BUSINESS.
I’ll say it again: Radio is not just any business, it’s SHOW BUSINESS.
Many in the industry have forgotten that. Radio is not a typical product, like computers or cheese, and needs to be promoted in a unique way. This requires creativity, resources, and a willingness to setup that circus tent and bark at the people passing by, “Come one, come all – step right up and see the amazing radio station!”
The current state of Radio promotion is typified by how many radio stations approach remote broadcasts or appearances these days. When a station shows up for a remote broadcast, setting up a card table with a tablecloth and putting a few CDs and T-shirt on it is not enough. We stand there doing reports back to our stations on cell phones as listeners look at us in back of our card tables and realize that broadcasting on the radio is as mundane as having a cell phone conversation.
Most people have never seen a radio station studio or even a radio station. They’ve never seen the hallways lined with gold records from grateful recording artists or signed guitars from rock bands hanging on walls.
Is it any wonder they might think to themselves, “A guy on a cell phone? Ho hum, where’s my iPod?”
Where’s the GLITZ? Where’s the GLIMMER?
Where’s the remote studio on wheels built into a modified RV with a broadcast window so listeners can watch as the DJ or host “broadcasts on the radio”? So what if the equipment is just for show and the microphone still interfaces back into a hidden cell phone. After all: it’s Show Business!
Where’s the signage that shouts, “Hey! Something exciting is happening here: a radio station – a DJ – on-the-air live!”
When a company owns 5 radio stations in a single market it’s easy to become complacent. It’s easy to reduce promotion budgets and staff. It’s easy to take a couple of thousand dollars from a client for a “remote” broadcast and set up a card table and banner.
I’ve worked in major and large markets and I know there’s generally more budget and attention devoted to promotions. But, the majority of America’s radio stations are in the medium and small markets and more of these stations could be profitable with compelling programming and exciting promotion.
We are what people perceive us to be.
We need to be more than a “1 CD-a-day giveaway with all the winners going into a drawing for a $50 dollars gift certificate.”
We need to be more than radio stations which buy billboards only when ratings drop and we feel threatened.
We need to be radio stations that give away prizes our listeners care about and not just products our sponsors give us.
We need to be radio stations that give away dreams, not just prizes.
Would Las Vegas be half as successful coercing people into giving it all their money without its bigger-than-life approach to buildings, entertainment, and experiences?
I know we can't be Vegas, but to be more competitive Radio needs to present its stations, DJs, and personalities in a more exciting environment than just some guy on a cell phone standing behind a card table.