I have heard radio hosts say a few things that drive me nuts. Seemingly, I am writing another one of my columns in the Angry Little Man series.
Why? Because I have heard things that drive me insane.
“I only talked about things that I care about.”
Your listeners don’t care about that. Your listeners can change the channel, hit a podcast up, or check out satellite radio. Half of my radio career has been behind the microphone. If I were to speak about my “passions,” I would shed the audience. You are there for one reason: to focus like a laser beam on your station’s target listener.
A couple of things that you need to understand. Being a talk show host comes with a certain amount of freedom and responsibility. The news/talk format is somewhat different from music stations in this respect, other than playing the hits of course. If a music station is having a ratings slump, the music can be changed. The rotation can be loosened or tightened depending on the circumstances. If a talk show host’s ratings slip, it’s on the host. If your ratings and perhaps revenue are slipping, reassess.
“I can’t change.”
This is the dumbest thing that any host can utter. Rush Limbaugh’s show evolved. Howard Stern’s broadcast updated over the years. If you are unable to adjust, you will shorten your career. I don’t care how smart you are or how loyal a following you had five years ago. It is always about today and moving forward.
The power is in your brain. The Rolling Stones put out their first album of new material in 18 years. These dudes are in their 70’s and 80’s. I am not a big fan of The Rolling Stones, but this album sounded fresh and different. The Stones brought in a 33-year-old producer. The Hackney Diamonds album sounds as fresh as a band playing together for 60 years could sound. They adjusted. You must change with the times.
I will say this: talk show hosts have been replicating the same format for 35 years since Rush Limbaugh changed radio. This album sounds modern. Sure, The Rolling Stones have some of the basic sounds that have made them great. But they have updated their sound and approach. You need to do this as well.
“40-year-olds as young people.”
I heard this recently. A talk show host speaking about the rising rate of cancer among young people referenced 41-year-old Kate Middleton. An 18-year-old who has joined the military to protect this nation is a man. This dude is not a kid. He is doing manly things.
Referring to your audience as children will not allow our format or your show to grow. These people are adults.
“It’s 35 degrees, 6:41 or Sunny out there.”
Where is “out there?” You are metaphysically with your listener. These people are likely solitary in the car, home, office, or walking the streets. You are with them. You are the individual speaking to them, and, quite frankly, with them. Using the term, “out there” steals the intimacy that you need to build with every audience member.
Your connection to the listener should never be compromised. This connection cannot be replicated. Movies, TV, music, or YouTube can never replace the one-on-one connection that a great radio host builds with their listener.
Bragging about your money.
There is a radio host in New York City who frequently bragged about his “homes.” There are many hard-working stiffs who work much harder than any radio host. They come home physically and mentally spent. These people are sometimes just trying to scrape together enough money for food.
Bragging about your state in life is tone-deaf and stupid.
‘I had lunch with the Governor.’
Who are you representing? The powerful or the people? This is an awful flex by many talk show hosts. It can be intoxicating to have a member of Congress or a Senator as a “friend.” I can guarantee you that the elected official could give a rat’s behind about you. Your good friend will throw you off the bridge once you don’t benefit them.
You are there for the people, you are their voice, and you are not there to defend the politicians.
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I once worked with a staffer for the legendary WNBC. This was with the classic line-up of Imus, Soupy, Stern, etc. This guy was in the lobby as Imus was waiting for his limo. Don was making small talk with the receptionist. During the conversation, Imus reached into his trousers and pulled out a Guido Roll. For the uninitiated, a “Guido Roll” is an almost toilet paper-sized roll of cash held together with a rubber band. Don unfurled the wad of dough, which was probably more money than the receptionist made in a year, as some sort of odd flex to show her who held the power in the conversation.
Treat everyone well. If you are very successful, make sure that the receptionist, server, or whoever, are treated very well.
I can’t speak for you. It’s time for you to reflect. Did I strike a nerve? I hope so. We have probably all committed these errors. We must keep our mission in mind. We are there for a listener-focused experience.
Peter Thiele is a weekly news/talk radio columnist for Barrett Media, and an experienced news/talk radio programmer. He recently served as program director for WHO/KXNO in Des Moines, IA. Prior to that role he held programming positions in New York City, San Francisco, Little Rock, Greenville, Hunstville, and Joplin. Peter has also worked as a host, account executive and producer in Minneapolis, and San Antonio. He can be found on Twitter at @PeterThiele.
