Does anyone even use the word ‘radio’ anymore? It seems to be the eighth member of the “seven dirty words you can’t say” in the broadcast world.
When you look at the names of the companies who own and operate terrestrial radio stations, there is one thing in common: the absence of the word ‘radio’ and the emphasis on the phrase “MULTI-PLATFORM”.
This is understandable. We live in a world where the internet, smartphones, 5G and other digital based technology has revolutionized the way people consume audio. Radio companies have fashioned themselves as content curation factories, distributing their content onto as many different channels as possible. It’s the only smart, logical play.
There is also one common problem amongst all these nouveau multi-platform operators: poor execution.
Hosts are being told to write a weekly column, despite not having the skills to be effective writers. Others are being told to do a weekly podcast, despite not knowing how to properly curate one. Radio shows are being live streamed on video platforms like Twitch despite talent not knowing how to act in front of a camera or cultivate an audience on the blooming social platform.
Why is this being done? For many radio operators, quantity has been more important than quality. The exercise has been about creating more inventory to sell.
There has also been little to no incentive given to talent or managers for wanting to create quality content on different platforms. The compensation for most talent contracts is still based on doing a terrestrial radio show. Sure, talent is EXPECTED to create digital content, and managers are EXPECTED to enforce said mandates. However, all of that is simply part of their deals. Bonuses evolve mainly around hitting certain Neilson ratings metrics. Digital bonuses (if they exist) are usually nebulous with no specific goals or metrics in mind.
The solution to being truly effective in the multi-platform world is not complicated and it really boils down to two things: incentivize and educate.
MAKE IT WORTH THEIR TIME
You want good multi-platform content? Pay for it. You want bad content? Keep forcing talent to do it as “part of their agreement”. It’s that simple.
Hosts and managers need to have specific digital goals and metrics built into their employment agreements. If people are expected to create original content outside of their radio program, they need to be incentivized to do it by way of compensation.
If they write an online column, bonus them once it reaches a certain amount of traffic. If they create an original podcast, pay them based upon the number of listens and downloads it gets. If you put a show up on Twitch, bonus the hosts once it gets to an average amount of monthly streams. Make Program and Content Directors as responsible for digital traffic as you do the Neilson ratings for the radio station.
Invest in your people’s efforts and they will invest back into you and the content that is created. This is not a difficult concept. Because if you don’t, other people will.
Draftkings gave Dan Le Batard and his crew $50 million. Spotify gave Joe Rogan $100 million. Even on a local level we’re seeing defections. The “Jox Roundtable” just announced that they are leaving WJOX in Birmingham so they can launch their content on their own digital platform. There are countless former Program Directors that have moved to platforms like Sirius/XM, TuneIn, and other non-traditional audio content providers as the pastures are greener and so are the paychecks.
I have news for you, these defections are going to only continue as we head into 2022. Why wouldn’t they?
Terrestrial radio companies need to ante up.
EDUCATE…AND NOT OVER A ZOOM CALL
Sorry, but bringing in a guest speaker to give a 1-hour training session on how to effectively write a column, create a podcast or use YouTube isn’t going to cut it.
You want to teach people how to create a great podcast? Send them to PodFest in Orlando. You want to show people the value of putting their content on Twitch? Send them to TwitchCon in San Diego. You want to show people how to write an effective online column? Send them to any number of influencer or blogging workshops that take place around the country.
There is so much more value in having an employee immerse themselves into an atmosphere of something else that’s new. You can’t do that by twisting their arm to attend yet another all-staff meeting or mandatory zoom call. You need to get them off-site…out of the office and into an atmosphere where they’re surrounded by people they don’t know, teaching them the coolness of something they know little to nothing about.
I’ve always found that going to these events always helps “sell the sizzle”. I learn new things and come up with new ideas. At the very least, you’re showing an employee that you’re invested in them and their continued evolution.
WE STILL HAVE TIME
Recently, I surprised a good friend of mine.
His father, who is a HUGE White Sox fan, had just recently recovered from a bout with COVID-19 that had placed him in the hospital. Since it was Father’s Day, I thought I’d surprise him.
“Make sure your dad is listening to the game between 1:05-1:10,” I told my friend.
I had our announcer, Len Kasper, give my friend’s dad a shout-out right before first pitch, wishing him a Happy Father’s Day and hoping that the White Sox could bring him a win.
Naturally, his dad loved it. They were taking him to lunch and the whole family was able to hear it.
All this joy from a simple 10-second message delivered live on the air.
Radio still has that kind of power to effectively engage with consumers with so little effort. Sometimes, I think people in the industry forget that.
Radio isn’t dying, it’s simply going through an evolution. While most of the people in the industry acknowledge this, few people are navigating through the evolution the right way.
There is the potential for great days ahead for those of us in the audio content world. Here’s hoping that those in charge stop making decisions that are penny wise and pound foolish.
Ryan Maguire is a columnist for BSM, and a longtime sports and news radio program director. He has managed KIRO-FM in Seattle, WQAM in Miami, 93.7 The Fan in Pittsburgh, 610 Sports in Kansas City, and 105.7/1250 The Fan in Milwaukee. Presently, Ryan serves as the Executive Producer of Chicago White Sox baseball on ESPN 1000 in Chicago. Originally from Michigan, Ryan still holds out hope that the Detroit Lions will one day deliver a Super Bowl title. He can be reached on Twitter @RMaguire1701.
