Wednesday, July 25, 2012
Thursday, July 19, 2012
KATZ recently did a study of more than 600 radio listeners to examine the relationship between radio listeners and personalities. The findings are no big surprise to me and I was happy to see the outcome. Stations may want to think twice before saving a few bucks to be just a jukebox.
Here are the highlights from Inside Radio:
- The survey sample consisted of 70% women and 30% men, with 66% of participants reporting their age as between 18-34 and 90% between 18-49 years of age. Survey sample respondents were 45% Hispanic, 8% Asian, 4% percent African American and 43% “other.”
- The study found three out of four respondents reported that they turn on the radio because they know their favorite personality is on the air.
- Nearly as many (72%) talk to their friends about their favorite personality or what they heard on the program and 70% of participants said they follow their favorite radio personalities and/or radio stations via social media channels.
- Nearly half (47%) of respondents said they considered or purchased products recommended by their favorite radio personalities and more than half (51%) considered or purchased a product advertised during their favorite personality’s show.
Thursday, July 12, 2012
I was in a neighborhood coffee shop the other day and noticed they had a local Denver radio station on. I thought cool, here's a trendy, hip coffee joint that isn't listening to Sirius/XM, Pandora or an IPOD.
Then I got a look at the radio. It was an old beat up, early 90's boom box that looked like it was on its last leg. Part of it was duct taped together, some knobs were missing and it had a wire hanger for the antenna.
This got me thinking. What happens when that radio dies? What will they do? With all the options available now, I had a hard time believing that they will run to Target or Best Buy and buy a new radio. Would they give up on listening to local radio and then go with an internet radio station?
I wonder how many other 1980's and 90's radios are out there and on their last leg. What happens then?
That scared me...a lot.
Radio needs to be more than just a music jukebox if we want to build enough listener loyalty that they go out and buy a new radio when the old one dies. The listener needs to love us that much and simply paying music won't do it. We need to build loyalty with personalities, one on one connection and community involvement.
We need to be more than just a music machine.
Friday, July 6, 2012
Listening to this station I heard them tout how they are "live and local." One of their liners actually said "we have the only live and local midday show in The Black Hills." This peak my curiosity, so I listened close and I didn't hear one thing that was local. It was all just "that was...this is...coming up...my name is" and "rip and read" show prep that anyone, anywhere could do. No mention of time, things happening in the area or current temps (they did do a local weather once per hour buried at the end of the long stop set). Nothing local, just a dumb liner that said "live and local."
Why do I think the liner "live and local" is dumb? Let me tell you.
For one, I would argue that the average listener really doesn't care that you are "live." What does that mean to the listener? To us radio people we think of a live jock playing music in the studio, taking calls, doing contests. I've never been sold that the average listener thinks of "live radio" the same way we radio people do. Being live isn't a big advantage. Being a relatable, genuine and real COMPANION is the advantage. You don't have to be live to be those.
Second, while I think it's important to be "local", you just can't say it and not prove it. Just announcing songs with generic, non topical show prep that you got from the internet isn't being local. As researcher Mark Ramsey says, "being local isn't where you are, it's what you do." Prove to me your local. Don't just say it. Back it up with actually being local and talking about things that affect your audience in the area you serve. You can tie nearly every national story into something local.
I listened to this station for most of the "live and local midday show" and heard nothing that was local. It was just another radio station with false claims and no proof. It was all hype. Nothing real or genuine. They weren't even topical. If you can't be local, then be topical. Talk about what your listener is talking about. Being real and topical is just as important as being local. Look at Howard Stern or any nationally syndicated talk show host.
If you're going to make a claim on the air, you better prove it. Listeners are smarter than that.