How the Radio Industry Should Handle Skeptics and Naysayers About Its Future

I was informed that nobody listens to the radio anymore. I can be a friendly sort, so while I was in the line ordering coffee on Saturday morning, I was informed that no one that the woman behind me knows listens to the radio. You have heard this story. I am guessing that this woman was in her 50s. It is really tough to tell people’s actual ages. I meet people who look old as hell, and they are 30. Are people listening to us?

In my further discussion, this woman works at the local hospital where my radio station, along with the other brands in my building, raised $456,000 for her employer’s programs. Since no one is listening to the radio, people accidentally found out that they can help this cause by random chance. They called the phone number given out on the air and donated big money by not listening to the radio. It mush have been a miracle!

I am sure that you have had the opportunity to meet these radio deniers. They seem to know the behavior of every single person in the area. These people have no understanding that the most effective and efficient way for an independent business to grow its enterprise is by advertising on local radio.

If no one is listening to the radio, how come business owners are renewing their advertising? One of my hosts received a call from some random person who didn’t listen to the radio saying that he tried one of the businesses that advertises on my radio station and was so impressed with the service and value. It was a great mystery how that person knew how to call a radio show, and that this random roofer was an advertiser.

If no one is listening to the radio, how come radio personalities are in demand as hosts for charity events? It is crazy. My station’s morning guy just hosted an event because the group thought that he was nice and had zero connection that he is a radio host. I am shocked that this even occurred following the coffee shop customer’s confident declaration that radio is dead.

If no one is listening to the radio, why do I hear radio stations playing at businesses throughout my community? It is totally nuts. I walked into a local restaurant and the eatery was playing one of the radio stations from my company. Did anyone inform that restaurant?

If no one is listening to the radio, did anyone inform my mail carrier? I came home for lunch and she was listening to the radio while making her rounds! Does she know that radio is passe and no one uses it anymore?

There is the lesson here: radio has committed self-inflected damage. The news inside industry websites can be very negative. From stats found online, 82%-90 % of Americans listen to radio every week. Considering the segmentation for consumer attention, this is a phenomenal statistic. There are millions of websites, streaming services, podcasts, Xbox or PlayStation, TV, books, and other distractions.

We are not touting our huge footprint and success. Radio fails to tell our amazing story. I am not being naïve, there are huge challenges. But the messaging needs to be addressed.

I have been working in the radio industry for a decade or two and have noticed that the competitive pressures have certainly hurt our business. I know that the massive corporate debt by our largest companies has been crippling. And I can complain about these things or offer a few ideas.

Content is king. I don’t know the answer here, but music radio is basically operating in the same template that they have used since the year 2000. Considering that for a very modest fee, you can play your favorite music without commercials wherever you go. The challenge is to provide unique listener experiences. That is tough to do if the jocks are limited to speaking less that 30 seconds each time that they are on the air.

Realize that, according to the U.S. Surgeon General, up to 50% of Americans say that they regularly feel lonely. Radio has been a connection to real people for over a century. Radio is an intimate medium that connects with listeners in ways that TV, social media, and other forms of media fail to do regularly. Speak with listeners about things in their community and lives.

Radio must brag about our important work. When an emergency hits your community, radio is there. Radio stations seek unique ways to benefit their communities. It must also tell their story. When is the last time that your station complimented listeners? Thinking through this, and I have failed in ways to complement the brilliant people who are listening to my brands. In the writing of this article, I found something that I could do better. We can always learn new things and examine ourselves.

If people are not listening to us, why are we here? It is because people are listening to us! I am challenging myself and challenging you. If someone tells you that no one listens to the radio anymore, call them out. Tell that individual about the fundraiser that your station completed. Tell them that they’re wrong. Radio is as vital as ever. Like all media sources, we have growing competitive pressures. Here is the amazing thing: radio is thriving. I am enthusiastic about our place in the media landscape.

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Peter Thiele

Peter Thiele is a weekly news/talk radio columnist for Barrett Media, and an experienced news/talk radio programmer. He currently serves as News/Talk Format Captain for Zimmer Communications. Prior to joining Zimmer, Peter held programming positions in New York City, San Francisco, Des Moines, Little Rock, Greenville, Hunstville, and Joplin. Peter has also worked as a host, account executive and producer in Minneapolis, and San Antonio. He can be found on Twitter at @PeterThiele.