I’ve always believed that radio has taken a back seat to television. I wasn’t around when the country transitioned from listening to radio weekly to watching TV, but television has long been the shiny penny that captures all the attention. However, TV has earned that attention by continuously using creativity to develop programming and maintain relevance.
Think about the evolution of morning television shows. The hosts have changed over the years, though some personalities—like Robin Roberts and George Stephanopoulos—have remained household names for quite some time. But I’m old enough to remember when they first ascended to their roles on Good Morning America. Before them, there were names like David Hartman and Joan Lunden.
The same applies to NBC, where we once saw Tom Brokaw, Jane Pauley, Greg Gumbel, and Katie Couric leading the charge. And let’s not forget CBS, where viewers tuned in to see Paula Zahn and Harry Smith. That doesn’t even account for the many meteorologists who have graced our screens.
Television has taken its share of misses in the digital age, but it still manages to hit home runs now and then. Just look at Survivor, Grey’s Anatomy, Scandal, and The Walking Dead—a show so successful it became an entire universe of content.
Over the last twenty years, urban radio has had three major hits: The Tom Joyner Morning Show, The Steve Harvey Morning Show, and The Breakfast Club.
As a consultant, researcher, and corporate programmer, I’ve seen how these shows have been a rising tide that lifted all boats—“boats,” in this case, being dayparts outside of morning drive. However, I’ve also seen many instances where ratings drop after these shows sign off at 10 a.m.
One key difference between local radio and local television is how they’ve embraced network programming. TV stations didn’t just air network shows; they enhanced them with local relevance and used their popularity to promote what happens outside morning drive on the station. Some radio stations have done this well.
A sound marketing strategy is about meeting your audience where they are. That’s why nearly every TV network has ventured into streaming. CBS has Paramount+, ABC and Fox have Hulu, Disney has Disney+, and NBC has Peacock. Whether these moves were forced by Netflix’s success or not, the networks are all in.
Here is where I could insert dialogue on the countless conversations, meetings, presentations, and formats I’ve been a part of for HD Radio, but that could take us to a dark place. For radio, the next step is podcasting. Urban radio, in particular, needs to embrace the medium.
What better way to super-serve the community? Podcasts give stations the opportunity to extend their reach—whether by covering high school sports, or showcasing local music and artists and potentially compelling community issues that have been relegated to 4 a.m. Sunday slots. News reports and personalities used to be a key part of radio, especially Urban radio. Just like television networks promote their streaming platforms on-air, radio stations should feature their podcasts prominently within their broadcasts.
Embracing podcasts isn’t just about community service; it’s also smart business. Podcasts provide valuable content for social media, opening the door for additional revenue opportunities through sponsorships and added-value promotions.
This could also mean the ability to extend hosting fees to personalities, offering them new incentives which may help you attract and hold onto quality personnel. The additional exposure could also strengthen their connection with the audience. A well-planned podcast strategy allows for audience recycling and growth—something radio desperately needs to remain competitive.
I’d love to hear and share how your station is utilizing podcasting. Feel free to email me with details on what you’re doing, your thoughts on this article, and any topics you’d like to see covered in the future.
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Ken Johnson is an Urban/Hip-Hop columnist for Barrett Media. Born and raised in Washington DC, his career experiences include serving as VP of Urban formats for Cumulus Media, holding the Director of Urban Programming post at ABC Radio Networks, and programming stations in Birmingham, Boston, Philadelphia, and New York City. He has also managed affiliate relations for the Nick Cannon show, and worked as the Executive Producer of The Hughley Truth Podcast hosted by comedian DL Hughley. Ken currently runs Mean Ole Lion Media, a content creation company and podcast network. He can be reached by email at ken@kenjohnsonmedia.com.
