If there’s anything I love as much or more than all things radio, it’s presidential politics (ok and pizza). Other than a little baseball, I’ve never been much of a sports guy. I do watch primary nights, debates, and election nights and consume coverage from all the various sources, not unlike the folks who have the NFL total package for every game. So, it goes without saying that this has been one of the most surprising and eventful political seasons in several years, and I’ve been hooked.
One thing that I think is clear is the distinction in style, tone, optics, and messaging between Trump and Kamala themselves and their campaign apparatuses. Each candidate determining their running mate is of particular interest because it gives us a lesson in branding and team building when considering the brand and apparatus that is a radio station with its signature star personality/show.
Let’s start with The Donald. Bigger than-life theatrics, colorful visuals, brash attention-getting statements and actions, always drama around him of which he’s always commenting, rabid fans who actively participate and engage in what he offers, and a no-holds-barred “this is me, I pander to no one” tude. You probably already see the analogy that can be made to a morning show. One that has ratings, makes money, had passionate, active fans but also generates controversy and even division while propping up its station on its own field and not playing with others.
How do you bring in a team player to this dynamic, knowing the challenge in-house and with fans? With JD Vance, Trump went with a pick he was comfortable with as he aligns with substance, had connections to people in the Trump circle but not the larger party so much, and was someone who’d fit the “mic 2” role comfortably without overshadowing the leader in any way. He’s proven to be a mixed reaction from fans and skeptics alike, as when a show is as forefront with such a loyal base, it’s hard to please everyone when adding or subtracting from the team.
Kamala Harris is interesting in that she is much like a co-host who came into a long-established show with a veteran host who’d had a good run but with lots of ups and downs and was meant to freshen up but, again, not outshine the leader. Over time, the venerable old show was lagging behind the big in-your-face competitor across the street, too bland for even those who weren’t always comfortable with some of the subject matter on the other.
With that host suddenly stepping down and the co-host taking the lead, surprisingly, she gets a ratings boost and some new sampling by the audience and then has the task of a strong number 2 but one who won’t threaten her newfound lead role while also deciding a team player internally and a vanilla choice to the audience made the most sense though there were applicants who may have shaken up the stale older show and the loud competition across the street more so.
What is the takeaway for us in a media organization managing a brand/show?
As the legendary consultant John Lund once put the question “what is the “est” factor of my brand, and how is it defined? Loud-est? Funni-est? Brash-est? Friendli-est? Warm-est?
Once you answer that for your show/talent/brand
-is my show successful enough that it stands on its own, or do I need someone who will work well within the organization, too? Or is it just solely about the consumer
With an established brand/show, what kind of player does no harm? That almost always means someone who brings something different from the character types already on board, and sometimes, that’s as simple as being a strong second-tier player.
Be interesting to get “the book” back this November 5th. I’ll be watching with interest, anxiety, and anticipation just as we all do that Nielsen data drop at noon each given rating period.
Robby Bridges works for Press Communications where he serves as the VP of Programming for 99.7 and 107.1 The Boss. He also hosts the morning show ‘Robby and Rochelle’ alongside his wife, Rochelle. He’s been with the company/stations since September, 2021.
Prior to arriving in New Jersey, Robby spent decades working across the country in many top markets for many highly successful brands. Among them include Z100, WPLJ and Q102. He has also worked in Detroit, Boston, Providence, Portsmouth, NH, and served as an exclusive guest host for Scott Shannon on the True Oldies Channel.
To get in touch, reach Robby by email at RobbyBridges@hotmail.com.
