Jared got into the backseat, and he smelled by his admission. I was taking a break between Zoom meetings and decided to use my Rideshare talents to clear my brain and find a story.
I found one during this eight-minute ride when Jared shared his daily living arrangements. It triggered a memory about one of my favorite radio station Promotions Department/Street Team tactics: The Alice Ambulance.
“Hey, man. We all smell. It’s August in Middle Tennessee! That’s why I carry this in the car,” I replied when he apologized about his scent. I held up a can of Old Spice Swagger spray, and he chuckled as he suddenly felt more comfortable.
“In a van down by the river!”
He told me about the limited parking around the Airbnb, and I assumed he was visiting Nashville. “So, where’s home?” I asked. “Oh, I live here when I’m not on the road. I’m going to take a shower,” he replied. Now I was confused, and he could tell. “My home is where you picked me up. The ambulance parked on the street,” he said.
Jared lives in a truck/van formerly used as an ambulance to transport health-related emergencies. I was taking him to Planet Fitness to shower because his house, the ambulance, lacked modern conveniences.
I would’ve told him about the Alice Ambulance if we had more time. It was part of the street fleet for Alice 106/KALC Denver, now branded as Alice 105.9. I worked across the hall at the sister station. When the idea to purchase a used ambulance was presented in the department head meeting in the mid-90s, I’m sure my reaction was something like, “That’s really cool.”
The D.O.C
Years later, I had to present a budget to a CEO at a different company in a different market. When we got down to the staffing section, there was an entry called “D.O.C.” I didn’t say anything, hoping he wouldn’t notice. He did. That’s why they’re CEOs.
“What is this D.O.C.?” he asked. I explained it was the Director of Cool, a full-time employee with no other duties—no air shift, music scheduling, production, or marketing/promotions responsibilities—nothing. The successful candidate would walk around saying, “You know what would be cool?” Their thoughts and ideas for the cluster of stations would be their job. Our job was to disapprove or approve and make those ideas a reality.
This idea germinated because the person I envisioned for the title already worked for me. When I entered his studio to discuss spot production, Marc Mitchell’s conversation often transitioned to, “You know what would be cool?”
Mitchell had a solid on-air background with Top 40 stations in Washington D.C., Boston, and Detroit during the glory wars days of the format. He rarely talked about those experiences unless I led him down that road. He wanted to discuss today any ideas we could execute now to enhance the brand.
This fantasy job idea would work if their only job were to think and create nonsense and brilliance. The position was DOA and an easy casualty during the budget review. Some would say I put it in there as a budget tactic to keep something else I wanted. Not really. I was sincere about the power this position could create if properly managed.
It Wasn’t Always Better
The state of the radio industry in 2024 is dramatic, odd, confusing, and sometimes dull. Before you roll your eyes, this isn’t a piece about ‘how it used to be.’ Let me go on record and say not every station was better 20 or 30 years ago. There were bad products and brands on the AM/FM frequencies.
How many well-programmed and well-marketed stations failed back in the day? There’s a who’s-who list of those ventures…competing only against other radio stations in the audience acquisition and retention game.
Today, we battle for the attention of a person exposed to FB, TikTok, IG, Threads, X, YouTube, smart speakers, and the rabbit holes of Google and Bing, all available on the same device where we hope to get their attention with our station or company app.
We need stickier on-air and streaming content, whackier promotions, ridiculous street team antics, and adventurous formats staffed by people willing to put something on the air that gets our attention.
Oh, and I’m well aware of the industry’s fractured economic state: the recent RIFs at iHeart, the rumors about more bankruptcies, the mid-size companies struggling with low-performing stocks, and the delistings. That is above most of our pay grades, and it can be demoralizing when we read too much.
Revival Time
This is why I’m reviving the fantasy idea of the Director of Cool job. But this time, it’s different. This time, it’s me and you adding this task to our burdened titles. Who is thinking about a different station vehicle? I’m sure someone has priced a vehicle wrap for the Tesla truck.
Who is resurrecting old radio stunts like living on a billboard until your team wins or until the labor strike ends? Important distinction: we’re not doing it because it worked 25 years ago. We’re doing it with the goal of ‘what would be cool, now?’
However, the staff and budget are smaller and sometimes non-existent. So, the team must think, try, fail, and try again. We need champions in the hallways and the Zoom meetings, encouraging the nonsense in search of brilliance.
The Power of Radio
Last week, Steve Allan, of Research Director, Inc., blogged about his company’s focus on The Power of Radio. “Yes, we are still The Ratings Experts but, being industry advocates, we believe we can help restore the perception that radio has value. That radio has life. And more importantly – that radio has a future,” said Allan. You can check out his blog here.
Radio is powerful in 2024. Those annoying spot loads continue to bring value to the clients. Ask the non-com stations if radio is powerful. Those stations stay on the air because listeners give money to a free medium. It’s crazy, but it’s the power of connection through music, news, sports, fun and games, and a voice.
When I delivered Jared to Planet Fitness, he said, “Maybe I’ll get you on the way back, and we can finish the conversation.” The opportunity to connect with listeners hasn’t changed; only the conditions have. Let’s create more cool ways to make those engagements.
Ron Harrell is a columnist for Barrett Media, and a contemporary consultant specializing in radio, streaming, and podcast optimization. He has worked in every role on the programming side during his career, becoming management and executive-focused in the post-Telecom Act era. Ron has held leadership roles for media groups such as Chancellor Media, ABC Radio, CBS Radio, Hubbard Broadcasting, WAY Media, and Hope Media Group.
Interested parties are invited to learn more about his company Harrell Media Group and reach out by email at Ron@HarrellMediaGroup.com.
