I was watching Bill Maher’s program on HBO the other night (before you form an assumption as to a political leaning on my part, I’ve hosted and consorted with both Fox and Salem + MSNBC and CNN pundits). Maher raised the topic of the inundation of political text messages, advertising, and news coverage the public receives of candidates and issues, particularly the top ballot ones.
He pointed out the exhaustion they cause and how tired of hearing about the candidates and certain issues he believes the public becomes noting how long the election cycle is for top tier office like POTUS and Congress. Further, Maher mentioned the subtler, less expensive, and shorter duration of democratic elections in the U.K., France, and Canada. All valid points. Who could argue the wearing nature of American politics and news cycles, particularly in swing states “where it’s all decided”?
Let’s unpack all that, though.
Polling shows that despite all the coverage, and ads, there are still undecided voters on every issue and every race. That includes those who aren’t too familiar with Donald Trump or whether funding snow removal might be a good idea in a municipality.
Campaigns, super PACs, and action groups know voters tend to be of moderate to low interest, awareness, and depth on their candidates and issues. Wouldn’t you know it, that tends to be most noticed in those so-called swing districts.
It occurred to me watching Maher discuss all of this that radio is not at all unlike the US political apparatus (or any brand really) or its needed relationship with the general public. The difference is as annoying as those of us noticing the constant political messaging. They do it to breakthrough, stay top of mind, drive awareness, and define brand and competitor. It affects action and incites passion, all the stuff radio sucks at over the last decade or two.
Not only are radio stations missing the boat by barely marketing, we surely aren’t doing it with intensity or frequency to cut thru and remain top of mind. This disengages the public, discourages advertising, and, at worst, suggests the industry is in decline or doesn’t care.
Radio ought to be marketing to those swing voters, the ‘persuadables’ as they’re called in politics or Nielsen households as they’re known in radio. You hear of candidates losing because “they ran a poor campaign”. That’s usually due to missed opportunities despite a “great candidate if the voters had gotten to know them.” You already thought about that last line I was going to write. Thanks, Bill for a good idea starter.
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.
