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There is much discussion, rightfully so, about attracting fresh talent and young people into the radio business. Whether by attrition or changing taste, there eventually comes a time when long-serving hosts depart, and radio doesn’t have the bench it once did in part because the “cool” factor is less so than it was even 20 years ago, never mind 40, and there are just fewer spots on farm teams be it in overnights or weekends or small markets board op’ing the Sunday PSA shows.
So, radio does need a bigger tent next generation. That said, our show business cousins in TV and film have shown us their penchant for the familiar with endless legacy sequels, reboots, remakes, and spin-offs. Is there something to it aside of the old joke Hollywood has simply run out of ideas? I think there is, but they’ve also shown how and when to and not take that path.
Consumers like nostalgia; we live in unsettled times, and while it’s not really the case, everyone likes the warm feel of “the good old days” for all the comfortable old pair of shoes reasons we know. Further, the heaviest media consumers often are the ones who respond to the familiar.
It can be really hard to break through with something new or different or, worse, niche. Look at the top-grossing films of this year “Dune 2”, “Inside Out 2”, and the third “Deadpool” film. Even among the less big but still successful films are sequels in the “Ghostbusters,” “Bad Boys,” and “Beetlejuice” franchises.
How about some TV hits? “Fraiser” is back, “Cobra Kai” is hot, and “Who Wants to Be a Millionaire” is fired up yet again. I can’t even count how many “Batman” series and films there are, but there is a new animated one on Prime and a “Penguin” show on Max, both streaming successes. The imagery, the logo, the themes, and the characters (with some fresh faces and scenery added) all appeal to the familiar and instantly ignite excitement and passion for the brand.
2022 was the year of “Top Gun Maverick” and “Avatar 2”, both heritage franchises, with “Maverick” being a great lesson for radio, venerable star lead, familiar surroundings, legacy players, old school feel but contemporary. Who wouldn’t want that morning show? The key is keeping it fresh without alienating your core or, worse, resurrecting the past for no good reason the public can find; just ask the producers of “Joker: Folie e Deux”
2023 was the summer of “Barbie,” which battled the 8th “Mission Impossible” film. A legacy brand that hadn’t had a big screen adaptation before against a familiar and loved franchise film. Wouldn’t it be exciting to bring a long-time loved TV anchor to radio and see them do battle against a veteran morning crew still at the top of their game and even still innovating a bit?
Radio needs new blood, new ideas, and a deeper talent bench (and by talent, that goes for management, engineering, marketing, and AEs, too). But we also should see the value in the familiar, the roots of heritage, and the legacy of the luminaries of the craft. Yes, they cost more, they take more to manage, and you have to keep them forefront, but the payoff can be dramatic.
Perhaps the best example is the Joe McCoy era at WCBS FM in New York, which employed just about every marquee radio talent in Big Apple history at one point or another but managed to harness all that nostalgia and familiarity into its own distinct and ultimately heritage brand despite being built on the goodwill of what came before.
Radio stations that can do that will appeal to a broad audience instantly and usually successfully.
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.
