Eggs. Can you believe the price of eggs is still a topic? Your next radio promotion should be Free Eggs for a Year! It’s like free movie tickets. The perceived value is higher than the actual value.
When the price of eggs joins the headlines about government layoffs, and then the hot topic of how tariffs will affect everything from the cost of steel to the cost of mini liquor bottles, you begin to understand why the economists are waving their hands about stagnant consumer confidence and the frightening R word: Recession. You thought the R word was Radio.
What should radio do during these familiar times of economic uncertainty? Two words: Give back. Wait a second, Mr. Columnist. You’re saying, “Traditional spot advertising rates are down, digital revenue looks great in the percentage column, but it hasn’t replaced radio spots. Podcast revenue…well, okay, let’s just say ‘Podcasts!’”
During societal stress, radio can appeal to the audience’s need to feel like they are part of the solution. It doesn’t make sense, right? But it works.
We’ve heard most of those trite, but true, sayings:
It feels good to give.
Generosity warms the heart.
Sharing with others is a true blessing.
Or, we could modernize and say,
Hooking someone up hits different.
Putting a smile out there? Feels legit.
Helping out? It’s like soul fuel.
Radio as an industry is very good at using valuable airtime for annual fundraisers to support charities like St. Jude Children’s Hospital, Children’s Miracle Network, World Vision, or Compassion International, and hundreds of food banks across the U.S.
Some of the best storytelling and listener/DJ bonding moments are created during these events. Updated promos and imaging improve the emotional appeal of audio when we plan and pay attention to what comes out of the speakers.
As an industry, we walk away from these events feeling good about our commitment to serve the community with these FCC-gifted licenses. We should.
Events like the Big Radio Radiothon raised more than $26,000 for Rock County Salvation Army and E.C.H.O. (Everyone Cooperating To Help Others) through the on-air efforts of owner-operator Big Radio and their South Central Wisconsin stations WCLO 1230AM, 105.9 The Hog (WWHG), WJVL 99.9 FM, Iron Country (WGEZ) and The Beat (WBEL). I’m sure the programming, promotions, sales, and engineering staff put a lot of emotional equity into planning and executing the annual event.
Speaking of emotional equity, how about Audacy Las Vegas’ 98.5 KLUC Chet Buchanan Show Toy Drive?
During the drive, Chet spends 12 days living on a 20-foot scaffold to raise awareness and encourage donations to benefit HELP of Southern Nevada. The community contributes new and unwrapped toys, bikes, and gift cards, which are distributed to pre-qualified families and over 100 nonprofit organizations in the area. In 2024, the event collected 42 Coca-Cola trucks full of toys, 7,674 bikes, and nearly $787,000 in cash and gift cards.
Hey, Mr. Columnist. Haven’t you read about the downsizing in this industry and the shrinking staffs? Sure. So do what Cumulus sister stations in Dallas/Fort Worth have done. Bring your forces together to create a stronger event. New Country 96.3 and 99.5 The Wolf join forces and simulcast with both stations’ staff anchoring the two-day radiothon to raise $1.3 million last year for Cook Children’s Hospital.
Radio loves alliteration or anything that sounds good when said by the VO talent. Tons of Turkeys is fun to say and paints a mental picture for the listener. Saga’s 96.5 Live Free Country, WMML, Manchester, NH, collected 18 tons of turkeys in six hours last November for the New Hampshire Food Bank. Together We Can food drive is hosted by Alpha Media’s Amarillo cluster and benefits the High Plains Food Bank. They added a fun twist to the typical canned food collection and provided an option to give Turkeys or Twenties.
I could fill pages with great events like WMMR’s Camp Out For Hunger in Philadelphia, or the dozens of Stuff-a-Bus events hosted by iHeart stations, Beasley Media Group’s Community of Caring Initiative for all their radio stations, the unfortunately recurring hurricane relief efforts on the Cox Media Group station in Florida every year, or the longevity of some of these programs like the 36th Annual Radiothon to End Child Abuse at Hubbard Radio’s Minnesota markets of Brainerd, Bemidji, Alexandria and Wadena.
The news cycle will continue to promote the negative algorithm. It’s what works in the information overloaded age, even if everyone is getting along and thriving in their personal economy.
Radio should look beyond the typical fundraisers and charity events. How are the headlines providing opportunity for your station to engage the audience emotionally with their need to give back? They don’t know they need it, but we can provide that emotional medicine by connecting locally to create support based on how the news affects a community or a service.
Food banks are essential during economic uncertainty. Job placement and training becomes a hot category during business downsizing and layoffs. Don’t let Indeed, LinkedIn or ZipRecruiter get all the credit.
Mental health—enough said. We know the growing need to recognize how our industry has internally ignored this category. I’m sure other industries are playing catch-up, too. Give the community a voice to accept this challenge, like KEXP Seattle does with their Music Heals program.
Schools. It’s a vortex of opportunity. Radio can organize and supply solutions if we see music, sports, tutoring, and lunch programs affected by defunding. Again, your audience will non-verbally love you for allowing them to give back through the radio station’s leadership.
After reading this column, eggs may be back to normal prices, and the stock market may be at an all-time high. Until then, be aware of how the news and social media affect your audience in ways they can’t explain. Provide the emotional conduit to give back to their community. They will reward your brand for this gift.
Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.
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.
