Radio stations are not iPods with broadcast antennas. Radio stations are gathering places, community builders and most importantly a way for individual users to feel like they’re a part of a collective with a common background. The music you play is the soundtrack to your movement. The opinions, attitude and causes you tender support the soundtrack and a way of life. Even one who thinks of themselves as an individual craves knowing that they are part of something that illustrates their values and standards or at least their aspirations.
Here’s the point:
In this age of aggressive cost cutting I’m hearing more and more stations that sound like music files and sweepers. This is fine if you’re just trying to keep the station on the air rather than simply going dark but it’s no way to grow a business.
For your audio presentation do not underestimate the human element. Real human beings who have stories, opinions and points of view and the ability to present the station’s soundtrack with meaning are EVERYTHING in building a sustainable, growing profitable community.
Besides your listeners needing someone to distill the mountain of music out there to a digestible earful, your user needs engaging human beings. Humans who can communicate, create impressions and pictures… and of paramount importance, the ability to add to the users experience.
Now the rub…
Many of the announcers on the air have little to say about anything substantial. Station slogans, contests and the dissemination of station business do not make for an engaging listening experience. Without engagement and a focused station culture you limit your ability to create listener advocates and even worse you create few stories and causes for you sales staffs to enlighten their clients!
—CLIENTS!—
Part of your job as a programmer / talent is to create a station that account executives can easily tell others about. Sales is about engagement, stories, and ultimately results. Giving your sales staff something to talk about besides the ratings and cost per point makes the difference between stations that makes budget, doesn’t make budget and one that exceeds expectations.
Ask yourself these questions:
1) Is your talent adding to the experience or just taking up space?
2) Does your station have a real community view or is it just a mishmash of stuff?
3) What does your station stand for?
4) What have you done in any capacity that has made a difference?
5) Have you done anything that would create talk or has become memorable?
6) Have you done something or do you do something that makes a great story?
7) Do you have any stories that a sales person can’t wait to tell a client?
Yeah, that’s a lot of stuff. But this is what we do. This is how we thrive. And, notably this is how we make or can make a difference in this business and beyond.
Keebler says: I’m like a rash, go get some ointment. HA!
Seriously though, I know I’m a sycophant but once again Sean Demery is right on here people. If you want proof, go visit WXPN in Philadelphia. While XPN is technically Non-comm (publicly funded) there is no doubt that affluence is attracted to all the things he has listed above.
Personally, I think it ithe sense of community that XPN has established OVER TIME that stands as their biggest asset. Cost cutting is an answer to today’s problem. Tomorrow you are going to wish that you had taken the advice above and showed it to your talented radio friends.
I love your site!
Good stuff here!