Play the hits. That’s the age-old radio adage we all live by, right? But what if the “hits” aren’t necessarily what we think they are in an election year? Typically, news/talk stations view the Presidential election years as relatively easy ones. It’s shooting fish in a barrel, right?
These are supposed to be years when playing the hits, just means recycling the top storylines from the Presidential race.
But that doesn’t appear like it will be the case in 2024. The Republican Primary has been a dud thus far, with Donald Trump seemingly lapping the rest of his opponents in the field. And then there’s the Trump factor, which still provides some entertainment, but it’s not nearly the never-before-seen show that it was back in 2016. The shine has worn off.
Then, there’s Joe Biden, the incumbent, who speaks as little publicly as any President in modern American history.
If we are to make music analogies, Donald Trump is the band that comes together for a reunion tour, and when you get to the concert, you realize that while the band brings up that nostalgia, they’re certainly not what they used to be. Ron DeSantis and Nikki Haley are the opening acts, which most of the audience doesn’t care to see. And Joe Biden is … Willie Nelson. Are we sure he’s still alive? And if so, how?
This isn’t Taylor Swift. It’s not Elvis. Nor The Rolling Stones. Or Prince.
So with that being said, as a talk radio station, don’t give the audience the cover band and try to convince them they’re the real thing. Don’t trot yourself out there as the washed-up rock star who can only let down the fans eagerly awaiting to be entertained.
There’s no doubt the 2024 Election will be a huge part of the next 12 months, but we already know it’s not the freshness, excitement, and unpredictability of 2016. It’s already lacking some of the enthusiasm and intrigue of 2020, which had the backdrop of COVID, along with cultural strife.
So in local markets, covering the Presidential election won’t, and shouldn’t be avoided, but it won’t be the typical Presidential year where the segments and shows seemingly write themselves. Add in that, as The Washington Post notes, “Doom Dominates 2024 Messaging as Trump and Biden Trade Dire Warnings”.
Your radio audience will want to, and expect you to, inform them as to what is happening in this election cycle. However, 2024 is shaping up to be a rematch of two octogenarians, who are both underwater in popularity, in a script we’ve already seen play out, with an overwhelmingly negative approach by both campaigns.
Is “playing that hit” ad nauseam going to lead to smashing ratings success? If it’s just the same old, tired talking points from either side of the political aisle, I think it will be a loser.
Hosts will have to challenge themselves in this cycle to find new angles, unique perspectives, and an approach that appeals to an audience beyond the die-hards that either love Trump, hate Trump, love Biden or hate Biden.
Superserving that audience won’t lead to the growth you’d typically see in an election year because this is not a typical election cycle.
So four long years later, here we are again. And while the American people are set to be potential losers in all this over the next 12 months, talk radio, which usually can win, could be set up for disappointment if the “hit” is overplayed.
Pete Mundo is a weekly columnist for Barrett Media, and the morning show host and program director for KCMO in Kansas City. Previously, he was a fill-in host nationally on FOX News Radio and CBS Sports Radio, while anchoring for WFAN, WCBS News Radio 880, and Bloomberg Radio. Pete was also the sports and news director for Omni Media Group at K-1O1/Z-92 in Woodward, Oklahoma. He’s also the owner of the Big 12-focused digital media outlet Heartland College Sports. To interact, find him on Twitter @PeteMundo.
