For the last few years many radio people have talked to me about broadcast radio and how it is fading away in the mind’s eye of the listener. Non-radio people will often tell me that they thought radio is already dead! I can understand how people are developing their perceptions but let’s look at what may really be going on. Many, in and out of radio, simply presume that all of the other forms of media must be killing broadcast radio when in fact it isn’t …yet. The primary reason it could kill us would be if enough radio stations blindly follow a self-fulfilling prophecy flight path. If we believe it to be true we won’t try to do anything to stop it.
From first-hand experiential knowledge, focus groups and other research, I know that the radio stations with the primary focus is on connecting emotionally with their target audience, are seeing growth and getting stronger. Strong personalities are what listeners enjoy and they love it when they interact with people just like them. It’s what keeps the listener coming back time after time. This is and will be the key to your success or failure as well.
We see nationwide listening levels going up over the last few years. I believe this is great news that should give us reason to radically and intentionally build for the future instead of believing that the end is near.
Radio has been and still is the primary place that drives new music sales and discovery. Research clearly says that by regularly identifying the songs you play on the radio you increase the impact on music sales more so than digital a music service’s recommendation algorithms. Research has found that just over 50% of people believe radio announcements would spur them to buy more music. They enjoy the randomness of what they hear on radio that they don’t hear on their own music platform playlists. We have a window of opportunity in front of us to be great and to prosper…don’t let it fade away.
Brian is a 30 year radio veteran who has successfully served many companies over the years as Program Director, Operations Manger and VP of programming and consultant with Wright Media Group. For the last 15 years Wright has enjoyed building alliances with scores of stations in the US & Canada helping them grow in ratings and revenue. Contact Brian at [email protected].