What are you doing to win the loyalty of your audience? What are you doing to build and nurture that relationship when the battle for the ear is greater than ever?
Two things caught my eye last week. I noticed a consistent theme while writing a tribute piece about Bob Rivers. (BMM 3/12).
People talked about how kind and genuine Rivers was and that he had a remarkable relationship with his listeners. I mean, seriously, how many could inspire their listeners to show up naked for an event called “Nudestock?”
In putting together the piece, Consultant John Lund told me about once asking Rivers why his show was so successful. One of the four points he expressed to Lund was, “Meet every listener.” Have your morning show visit listeners three times a week.”
The second thing that caught my eye was when I was scrolling my Facebook feed and saw a post from Jarrett “Skywalker” Galleno, the APD and Afternoon host at K104 WSPK in Poughkeepsie, New York.
Skywalker posted, “A listener texted the studio and said she missed her kid’s birthday announcement this morning and could I email it to her. Another listener just emailed me and asked if I could call her sister and wish her a Happy Birthday, as she has had a rough year and would love the call. A couple extra tasks to do this afternoon, but these kinds of gestures are the ones that make listeners for life and things “Spotify” can’t do. Do the things that make radio shine. It’s not all about the music; it’s also about companionship and relationships.
Things that Spotify can’t do. Exactly. Your most important job is the care and feeding of your listeners. I make an analogy to politics. If you are just sitting in Washington and buying issue ads in your state or district, don’t you think politicians would just do that?
Instead, they hold rallies and visit every Waffle House (insert the regional breakfast joint here) in the district, “shaking hands and kissing babies.”
Skywalker told me that super-serving his listeners is standard operating procedure.
“I really feel like these touch points and these little gestures that we can make are the difference makers to form those relationships with the listeners. I mean, everything is so big and broad these days that when you can localize something, either content or interaction, that’s the stuff that sticks with people.”
Skywalker uses social media to make a one-on-one connection as well,
“People complain about technology, or they say all these bad things about technology. But technology can also foster extra opportunities to do those kinds of things. You can say what you want about social media, but it’s called social media.”
“They want you to be social and interact. Outputting generic content just gets lost. So, when you post, it’s not just about doing the post. It’s responding to the comments or at least liking the comments. People want to be heard.”
For Skywalker, making the most of appearances also reinforces the listener bond.
“When I do an appearance and a prize wheel, it’s just reinforcing what I do every day because I’m meeting and greeting these people and taking five minutes to hear from them and get their feedback. It’s just like the moment that you think maybe nobody’s listening when you don’t have these interactions. I can see that when you just stay in a studio all day, it’s not really as real to you. But when you’re at the supermarket, spinning the wheel as mundane as it sounds, that’s where the conversations happen.”
I vividly recall getting a PD job, and on day one, an on-air talent informed me that he had been doing radio for a long time. He expressed that he had “paid his dues” and don’t expect him to do anything outside the studio. I think my jaw drop left a dent on the floor.
When I talk to program directors with heritage morning shows, one of the questions I ask is, are they still willing to go out and do appearances? Without exception, with the most successful shows, the answer is a resounding YES!
Tommy Mattern, PD of 105.7 The Point in St. Louis, has the very successful “The Rizzuto Show.” He told me that they are not only willing to go out and meet people, but Rizzuto often visits the businesses he endorses to talk one-on-one with the owners and ensure that things are going well.
John Flint and Tammy Lee, “John & Tammy San Diego’s Morning Show” at KSON San Diego, are another pair that gets it. Imagine setting out to get 100,000 hi-fives. Nick & Kristen at 99.5 The Wolf in Portland is shooting for 50,000 fist bumps, as is KFROG 95.1 in Riverside, CA.
There is no substitute for one-on-one personal contact. Look people in the eye, thank them, or ask them to listen. Don’t just assume that people are listening. Ask them.
One last example from the political world: Thomas “Tip” O’Neill was a United States Congressman from Massachusetts. He still holds the record for the longest-tenured Speaker of The House.
He told this story: After running another successful campaign, he was back in the district and in the neighborhood he grew up in. Seeing the lady from the house next door, he said, “Hi, Mrs. Jones. Thanks for voting for me.”
Imagine his shock when Mrs. Jones said, “I didn’t vote for you.” Expressing his shock, O’Neill replied, “Mrs. Jones, I grew up in the house next to you. You have known me my entire life and didn’t vote for me?”
She replied, “People liked to be asked, Tommy, and you didn’t ask me.”
Are you asking people to listen?
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.
Jeff Lynn serves as Editor of Barrett Media’s Music Radio coverage. Prior to joining Barrett Media, Jeff spent time programming in Milwaukee, Omaha, Cleveland, Des Moines, and Madison for multiple radio groups, including iHeartMedia, Townsquare Media, NRG Media, and Entercom (now Audacy). He also worked as a Country Format Editor for All Access until the outlet shut down in August 2023.
To get in touch with Jeff by email, reach him at Jeff@BarrettMedia.com.
