With all the cutbacks and layoffs in the industry right now (99% of them a result of publicly traded radio companies facing huge debt and trying to please shareholders with their profit margins), it IS encouraging to see great talent land opportunities and when companies are willing to try something different, for whatever reason.
Kudos to the legendary Hollywood Hamilton moving up to mornings on WKTU New York and cross-town the TJ Show experiment on WEPN-FM; meanwhile, LA rock radio vet Marci Wise moves up to the Bay Area’s KITS and Nina and Joe land at WHUR in DC.
All good talent, all good moves. But, as I say, they are the exception to the rule of late, and that is simply bad business. Don’t take it from my opinion; in the 2024 Tech Survey, 61% of respondents listed DJs/Hosts/Shows as the number one reason they use terrestrial radio, the third answer.
What were the top 2? It’s easy followed by it’s free. Favorite songs was fourth. Now couple this with a share of ear audio consumption study released by Edison Research last month, and you’ll AM/FM declined in the last decade by 15%, with more time mostly to YouTube and streaming (i.e., Spotify/Apple, etc.)
What is the takeaway here, and what is my point referencing major market, high-profile talent moves? AM/FM consumers have songs they like, and when they do hear music on their radio station of choice, yes, they want to hear songs they enjoy, but they can also get their music and get it at their fingertips (and commercial-free if they want to pay) on YouTube and streaming.
Let’s not forget (if they pay) that there is Sirius XM, Vevo, and Music Choice, and I’m sure I’m forgetting others. So, what is radio’s value proposition? The consumer is telling us clearly: Content created by personalities. Sure, get the music right when you play it, but being a jukebox?
Yeah, radio is free and easy (and convenient in MOST car dashboards), but we are competing with the other options who can offer the same as us and really better with vast libraries on demand and minimal commercials, even for non-premium users.
Now, I do believe much of the time now spent and then some (because it’s easy) by consumers away from radio is akin to when a person listened to their own records or tapes years back; now it’s streaming. BUT, more so than “the good old days” consumers are screaming to radio “give me personalities”. And when those talents are live and local? 9 times out of ten, they connect with listeners and deliver advertiser relationships all the more effectively.
The competition for ad dollars, the pressure of debt and shareholders every quarter, and the many cooks in the kitchen, particularly in big corporate radio, are tough. As the pie is sliced up continually, and as younger demos have a less engrained relationship with AM/FM radio, one thing is clear: on-air talent and resources to support them are the last and the wrong thing to cut. I’m glad to see a few were elevated this week. Here’s to more!
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.
