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Chad Bradley “The End of Radio”

The End of Radio – You will find what you seek.

That sounds like an ancient Chinese proverb, but it is more truthful and accurate than a fortune cookie. The end of radio has been predicted since the beginning. The automobile, the record player, television, eight-track, CD, MP3, and finally the streaming service have all been the hitmen sent to execute the relevance of radio.

Whether we know it or not, we spend a little bit of our brainpower worried about what will finally be the end for it, but I will let you in on a little secret: the end of radio’s relevance is here, and everything mentioned to this point is not the problem. Not even the self-driving car. The problem, as stated by a little-known poet who takes their compositions and shares them through song, once said, “I’m the problem, it’s me.”

Well, I am not specifically the problem, but we as an industry are the problem. Me, you, our industry friends are all the problem, and we are killing ourselves and our relevance.

It’s a bold claim, but we are looking for the end of radio. We are worried that one of the many potentially scary new technologies will finally be the end of it all.

We may be looking for the end of radio so we can be prepared to exit into retirement at the right time, launch a new career in a new-to-us industry, or hope we have enough clout and friendships to start consulting.

What can we do to make radio relevant again? For starters, maybe put that on a red hat! It would gain some attention, to be sure! But maybe instead of looking for the end of radio, we start looking for what is next for radio. Adapting technology and concepts from other industries and ushering them into ours, because honestly, that is what they are doing to us.

I saw it in a video interview with a social media influencer; they said it was so very important: a) to know who your audience is b) to talk to one person and c) to get to the point as soon as possible. Now, I don’t know if that was ours first, or maybe we took that from the first telegram influencer who ever went viral (#dysentery #oregontrail) but it was not theirs first.

A few ways we can do this is by using Artificial intelligence. After all, you are living life in real time, and don’t have enough time because you are probably wearing four hats right now for your station. Using AI. I do not believe that you need to use AI to replace you or your creativity but use it to shape your time and sharpen your creativity.

AI is truly amazing. It is also scary. But until it takes over the world we can use it not to recreate radio, but use it to get to the heart and speed up our creativity. For example, if you don’t have enough time to read through an article but think that it can add value to your show, copy the article and drop it into ChatGPT and put this prompt at the front – What are the primary findings, insights, or conclusions drawn from the article and explain this article to me in vocabulary that an 8th grader would use in 50 words or less.

As an alternative, you can even ask it to bullet point the main findings. Both prompts will help you get an overall understanding of the article as quickly as possible. This is no shortcut to truly understanding everything the author intends to share, but sometimes you just want the Banana Bread recipe and you don’t have time for Nana’s origin story.

From here, we get to take the concepts and strategies that have brought us this far, tweak them, reset them, or blow them to smithereens. We get to be the trailblazers again.

It’s going to be a lot of work. It’s going to be a lot of fun. It’s something we don’t have to do, it’s something we get to do.

We will be the end of radio if that is what we keep looking for. Or, we can look into what we get to make radio into next.

Fun fact: If you use the Bullet Point ChatGPT prompt on this article:

  • The end of radio has been predicted since its beginning.
  • New technologies aren’t the problem; the industry’s failure to adapt is.
  • Instead of fearing the end, the focus should be on innovation.
  • Radio should learn from other industries and embrace technology like artificial intelligence to stay relevant.
  • The industry needs to focus on what’s next for radio, not its demise.

Final note: AI did not write this article.


Chad Bradley is a Morning Show Host and Podcast Director at 104.9 The River. Voicetracker, Voiceover Artist and Dreamer.

Chad can be reached at cbradley@riverradio.com

One thought on “Chad Bradley “The End of Radio”

  • Never trust a man with two first names.


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