The news media industry continues to buzz about the BNM Summit earlier this month. Ann Thomas from Cumulus Media’s WJR Detroit, even spoke to all of the company Program Directors on her biggest takeaways from the event. “Radio stations need to be multi-platform audio distribution companies, meaning we need to be using social media, including YouTube videos,” she said. “We need to be podcasting and streaming.
“We need to make sure that our websites are looking sharp and up to date. We need to be using our app.” WJR’s app is updated every day with the latest content because Thomas recognizes how important it is to stay connected with their community of listeners.
Thomas joined the Detroit station in 1982 and has seen many changes in the industry, and the more recent moves of trying to modernize radio is no different. “When I started, it was just all about doing radio,” she said. “We just got up and we did radio. Nowadays it’s just a lot different. For the success of the industry, we all need to be able to do all of this and understand how it works.”
Her station is already taking advantage of social media, YouTube, and podcasting, making sure the content is consistent with the WJR brand but also differentiating it when possible. “We take all of our interviews that we do throughout the day and post them,” she said. “We generate a tremendous amount of content as we are all local from 5:00 a.m. until 7:00 p.m. Every show has all this content. We post all those interviews. But then, you’ve got so much talent in the building, I think you can also have the talent do their own unique podcasts on the side, on topics that they’re really interested in or things they really care about.”
Another big take away from the BNM Summit for Thomas was something all stations should already be doing. “We need to be involved in events that include listeners, events where your listeners are able to be part of whatever is happening,” she said. “Contesting is still really important along with some type of email club with newsletter distribution.”
One thing Thomas was shocked to find out at the summit was that younger people are tuning into radio. She said, “I thought that was very interesting research because we kind of operate on the idea that maybe it’s an older audience that is still paying attention to radio. So, to hear that it’s still the younger audience using the radio is very interesting and something that we need to pay attention to.”
For years WJR has found ways to attract a younger audience including high school students. “We’re doing high school play-by-play football on Friday nights,” Thomas said. “We’re originating it out of WJR. We’re working with the schools to use their up-and-coming broadcasters as the color analysts [for the game].”
Each week two student analysts sit in the booth with WJR’s Chris Renwick and have a chance to add color commentary to the game. “It’s just a really nice way to connect with the school and you’re connecting with the parents,” Thomas said.
While connecting with listeners is key, the lead-up to November is proving to be a large focus for listeners this year. As elected officials and/or hopefuls vie for airtime, The Motor City is finding themselves in the middle of a battleground. “We’re talking about the election basically throughout the day,” she said. “It’s very important to our listeners.”
High importance means a high amount of thought and care is placed into the day’s political content. “One of the things that I really paid attention to at the summit was the importance of not just talking about what one candidate says about the other but try to take what they’re saying and make it more local. How does what [politicians] say affect our listeners here in Michigan? So, our shows are trying to do that, too.”
With the election in full swing, Thomas and her team’s breaking news coverage plan has been enacted a few times this cycle. “The breaking news seems to be coming on the weekends,” she said. “What we do is we put our news team and our digital teams on notice. As soon as something happens, they get right on it. Our on-air team, they’ve been doing that forever. It’s usually very easy to break into our programing. We have sounders ready to go and we just break into our programing and roll with whatever the news is.”
The digital plan is a little more involved for Thomas as she helps coordinated it. “I help with the social media part of that, then we have the digital department which will help us with the stories and making sure everything is posted properly. You have to have a plan because it would be really hard if you didn’t.”
One of her most important notes to the team at WJR is making sure they are rolling news out as quickly as possible. “One of the things about radio that is still so important is the immediacy. You have to make sure that the people on your team understand that, too. They want you to get it immediately. And so that’s kind of how we train our people, that when there’s breaking news, get it confirmed, make sure it’s accurate, and then roll with it.”
Thomas began at WJR as an intern in the news department and then she moved up the ranks from reporter, anchor, producer, to now Program Director. Calling herself, “one of those people that’s living and dying with the news cycle,” she is always keeping an eye on what is going on.
Along with being the Program Director, Thomas does a show, Women Who Lead. “I interview and honor women throughout the Great Lakes area that are doing interesting things with their lives,” explained Thomas.
For those who are looking to follow in Thomas’ footsteps she says, “Make sure that you know about every aspect of audio distribution because it’s a different business today than when I started back in 1982. Completely different. I think the people that are able to know all sides of the business understanding the on-air part and how that works and also understanding the digital and the podcasting, I think those are the people that are going to be most successful in this industry moving forward.”
Krystina Alarcon Carroll is a news media columnist and features writer for Barrett Media. She has experience in almost every facet of the industry including: digital and print news; live, streamed, and syndicated TV; documentary and film productions. Her prior employers have included NY1 and Fox News Digital and the Law & Crime Network. You can find Krystina on X (formerly twitter) @KrystinaAlaCarr.
