This industry slashes and burns every chance it gets. But the radio industry needs personalities today more than ever.
The big radio owners have condensed and homogenized radio so that all stations sound alike. Everywhere. Radio must go back and become part of the entertainment industry. Give listeners a reason to tune in and stick around, rather than just being a jukebox. If that’s all you want to be, the streaming services do it better without all the lousy commercials in the universe.
Most branding and imaging sound like ’80s radio, but it’s a joke. Do you think listeners believe lines like “We Play a Better Mix of Music”? Better than what, Pandora, Spotify? Please give me a break! Listeners don’t buy it, contributing to radio’s issue of trying to be all things to everyone. It’s more important to have a believable brand that resonates with its core audience. Better to have a tailored group of loyal listeners, meaning a live and local presence.
Here’s how:
- Personalities are your product. Don’t treat them like trash!
- Too much fragmentation adds to listener confusion. Stay focused.
- There’s an overload of consumer information. Encourage open communication while strengthening relationships with listeners and advertisers.
- Insist on the importance of talent development on all media levels.
- Develop ways for air talent to use real-time communication with listeners using social media accounts.
- Cross-promote radio and podcast success stories. This helps drive engagement while improving revenue and ratings.
- Tailor to the needs of advertising clients by knowing your audience. Show up to a client with a spec spot. It shows you’ve done your homework and gives the advertiser a chance to hear what their spot will sound.
- Regardless of how many listeners your station reaches, there’s great value in targeting listeners!
- Sound like you’re having fun! Radio suffers from a homogenized and pasteurized sound. You’ll stand out in your market, regardless of format.
- Listeners suffer from an incredibly low attention span. Have high school cheerleaders come to the station and record them shouting out your call letters. That’s branding that stands out!
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