Radio is a great business that too often gets overlooked and undervalued by advertising professionals. Framing the medium as outdated, not cool or a thing of the past may be fashionable in buying circles but millions of people listen daily, and according to the Radio Advertising Bureau, the industry will collect nearly fourteen billion dollars in 2024. Not bad for an antiquated business, huh?
Don’t get me wrong, radio has its share of warts. Fourteen billion sounds great until you consider that fifteen billion was earned in 2023. Future projections show revenue declining too so there’s work to be done. The medium’s intimacy allows brands to earn stronger recall and action from consumers but as a whole, we’ve got to change the perception because that part needs work, and unfortunately, companies talk a big game about marketing but don’t necessarily put their money where their mouths are.
I can praise the industry’s commitment to expanding into video, podcasting, websites, and social media. The collective reach story is also impressive, and one worth reminding buyers of. But if there’s a weak spot for the industry, it’s the inability to capture younger eyes and ears especially where it counts, measured listening. Industry folks will blame that on Nielsen, but everyone shares in it. A quick look at the top-25 metered users in major markets often shows sports listeners aged 35-70. For news/talk it’s even older. You’ll often find more people 80-95 in the top 25 than folks 25 and under.
Younger fans are growing up differently with content than many of us who work on-air and behind the scenes. They listen on their phones, in shorter doses, and when they feel like it. Live and local means less to them than it did to me when I was in my 20’s. They also gravitate to YouTube, TikTok, and Instagram, and if your brand lacks a video strategy, you’re out of sight, out of mind.
When I’ve asked leaders at sports and news conferences about the challenge of finding younger fans, most say they need to be better on digital platforms. They also talk about the need to have younger, and more relatable talent on their airwaves. Both of those points make sense. However, there’s one thing I don’t hear mentioned – escaping the studio to meet young people where they are.
I love ideas that can help others get better. Whether they come from sports, news, politics, music, culture, or elsewhere makes no difference. Last week, I was browsing social media and stumbled across a few videos. Charlie Kirk, who hosts a radio program for Salem Media and works with Turning Point USA, is taking part in a nationwide tour. He’s gone to Texas, Colorado, Nebraska, Kansas, Pittsburgh, and Penn State, and has upcoming stops scheduled at Ohio State, and the University of Montana. “Whether you care about politics and like or dislike Kirk, isn’t important. It’s the idea he came up with that you should be thinking about taking advantage of.”
Kirk is touring Universities, giving students a forum, bringing high profile guests (Vivek Ramaswamy) with him, and video taping the content for social. By increasing conversation, and engaging younger people, the perception of whether they care about politics, news/talk, etc. is being altered. It also shows that he’s accessible, willing to engage with those who disagree, and it allows young people to be seen and heard. Rather than hoping students will find his radio show and engage with him there, he’s going to them. That’s how you raise awareness, create moments, and potentially earn future fans.
As I watched some of the clips I wondered ‘why couldn’t a news/talk radio station in a local market do the same thing?’ Many large cities have 3-5 local universities in them. Wouldn’t it benefit talk radio outlets to talk to tomorrow’s audience? Heck, you could slap a presenting sponsor on the tour too. If colleges won’t participate, find a reason to do a high school tour. It doesn’t have to be focused on the election or politics either. Sports, music, food, community, and plenty of other options can serve as the motivation.
In sports, many younger fans see baseball as outdated and less exciting. How do you change that perception? By building a deeper connection with younger fans. MLB teams can do some of that at the ballpark and on digital platforms, but a speakers tour featuring veteran players can work too. Nobody who watches or listens to Jomboy Media’s baseball content considers it old. It’s because the presentation, and approach to attracting younger fans is prioritized. Leagues can do the same. They have more resources to work with.
Think about this too if you’re in television. How much data have we seen in recent years that shows the average age of viewers rapidly rising? Video and social are important for reaching younger people, but human connection matters too. First Take and College Gameday have been top rated programs for over a decade, and both still understand the value of broadcasting on-site where younger fans are. If national networks can find a way to make it work financially and technically, surely local radio brands can too. Programs supporting play-by-play do this well, but weekday shows can too, and should.
I’m not suggesting this is the magic pill that will quadruple your younger audience numbers. Multimedia strategy, marketing, adding fresh talent, and going where younger people hang out are all needed to grow a base. We can create social media profiles and digital content, and tell ourselves that we’ve done what’s needed to stay ahead, but shaking hands, taking pictures, and forming connections in person works too. Do it right, and you may find a new audience, and earn some sponsorship dollars too. That’ll leave us more time to work on repairing our industry’s perception issues.
Jason Barrett is the President and Founder of Barrett Media since the company was created in September 2015. Prior to its arrival, JB served as a sports radio programmer, launching brands such as 95.7 The Game in San Francisco, and 101 ESPN in St. Louis. He also spent time programming SportsTalk 950 in Philadelphia, 590 The Fan KFNS in St. Louis, and ESPN 1340/1390 in Poughkeepsie, NY. Jason also worked on-air and behind the scenes in local radio at 101.5 WPDH, WTBQ 1110AM, and WPYX 106.5. He also spent two years on the national stage, producing radio shows for ESPN Radio in Bristol, CT. Among them included the Dan Patrick Show, and GameNight.
You can find JB on Twitter @SportsRadioPD. He’s also reachable by email at Jason@BarrettMedia.com.
