You’re closing out the year after the holiday chaos and rest. Your focus is on the change and opportunity the new year will bring. Then, you get the call, the meeting, or the video conference. Your job is ending.
It’s a familiar scene in any business or brand’s downsizing or rightsizing. Movies like Jerry Maguire, American Beauty, Office Space, Mr. Mom, Falling Down, or Up In The Air include the comedic, dark, romantic, or tragic themes of life after job loss. It happened last week in the radio broadcasting industry when Salem Media Group announced it would sell its remaining seven music stations and focus the company on the spoken word format and assets.
Educational Media Foundation (EMF) is acquiring the Salem 7, including iconic Contemporary Christian Music brands like KLTY-FM Dallas and WFSH-FM Atlanta, along with The Fish-branded stations in Los Angeles, Cleveland, Colorado Springs, Portland, and Sacramento. In February, EMF will place the networks of K-Love or Air1 Worship Now on these signals.
This column isn’t about the hundreds of people being displaced from their jobs at Salem. Any normal, decent person empathizes with their surprise, disappointment, and fear. This column isn’t about the conquering savior, EMF. Like any healthy well-managed organization, the iHeart of non-profit radio is making strategic decisions based on its vision to sustain and excel.
This column is about those Left Behind. Pause. I reference the eschatological book series because I’m writing about companies delivering Christian-based content to audiences through audio, video, and digital platforms. How could I pass on the obvious pun?
If seven more radio brands in medium, large, and major markets will sound like one national network next month, where do the competitors of those former Salem brands find opportunity? Yes, opportunity. Salem’s exit will leave a mark when EMF appears with its well-programmed formats.
The difference in the Salem/EMF deal is the sameness of music content. The audiences of those seven CCM-formatted stations will hear much of the same CCM music but with different hosts, audio imaging, and jingles. If Audacy or Cumulus were purchasing these stations, the marketplace would be concerned about the various formats of those seven signals. Portland would likely have a different format than Cleveland because the marketplace needs would differ.
The Salem/EMF scenario makes it easier for analysis and strategy. The other stations in the market know what’s coming and they know the current audience will get a similar format replacing the Salem brands. Much of the audience cume will remain with the station because there’s music familiarity. However, as with any format change or brand adjustment, the cume will scatter because they don’t like the music the hosts or the overall presentation. Changes in any business create improvement and failure.
Here are categories to consider when your marketplace experiences a format change or brand adjustment:
Difference
How are we different from the incoming competitor? Maybe the first question is, “Does our difference matter?” I’ve known some great-sounding brands that were different, but the marketplace wasn’t attracted to their unique approach, and it failed. Research is important to discover your opportunities before you change your brand.
Defining The Difference
A brand may own some unique qualities, but it does a poor job defining those strengths to the audience. Review what’s coming out of the speakers/devices and determine if the messaging and the content match the competitive strategy of the brand.
Market Your Brand
I know there’s some eye-rolling going on right now. “What marketing money?” is the question being asked. If I had a coffee shop named Ron’s Robust Roasters, and I found out a Starbucks was finally moving into my neighborhood marketplace, I would find a way to put up a billboard or buy some targeted digital ads. My coffee may be smoother, my music may be better than their AI-curated playlist, and my baristas may engage more with their book recommendations to my clientele. I must remind the neighborhood about those qualities when the big monster arrives. Starbucks doesn’t have to do anything but show up and I suddenly have a problem.
Debut Your Brand
Change brings cume fluctuations, even if the change is not a direct competitor. Ask yourself, “Would I know what this station is doing if I were listening for the first time?” We typically do a good job debuting a product in the marketplace, but the messaging and vision get cluttered or unfocused over time. When change comes to the market, do a silent relaunch and present your best content for the new cume scanning the dial or the app store.
These subjects should be in constant review and motion. Format and marketplace changes are a good time to be reminded of the opportunity to improve our proven or heritage brands before we get Left Behind by the invaders.
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Ron Harrell is a columnist for Barrett Media. He founded Harrell Media Group, specializing in radio and audio brand consultation, fractional management, and talent coaching. He has worked in every role on the Programming and Branding side during his career, becoming management and executive-focused in the post-Telecom Act era. Ron has held leadership roles for media groups such as ABC/Citadel, CBS Radio, Chancellor Media, Cumulus Media, Hope Media Group, Hubbard Broadcasting, and WAY Media.
Interested parties are invited to learn more about his company Harrell Media Group and reach out by email at Ron@HarrellMediaGroup.com.
