Since Facebook exploded onto the scene, I’ve always maintained that radio was the first social media. We shared comments live on the air, broke news in real time, reviewed movies and TV shows, and, of course, introduced audiences to new music.
Radio was the centerpiece of the community — a true one-stop source for connection and information.
This idea goes back to my early days in Boston, a city that truly understood and appreciated great radio. Those formative years shaped my relationship with listeners.
Radio in Boston wasn’t just passive; it was active and interactive — on the air and in the streets. It wasn’t my first experience behind the mic, but during that time, the bond between radio personalities and their audiences felt especially real.
I still remember how listeners would flock to a station’s table at community events, eager for bumper stickers, T-shirts, or keychains. Back then, the pressure to be a “personality” wasn’t as intense as it is today. And frankly, I like to think it’s not as easy for modern influencers to truly be the people they portray on their social timelines.
Looking back, it was tough to watch the disappearance of street teams, the shrinking of promo budgets, and the loss of appearance fees. Remotes dwindled to just a table, a branded tablecloth, and a promo assistant. It became harder for radio to maintain its original spirit of “being social” long before social media was even a concept.
Still, radio must remain the credible, go-to place for everything listeners need and want. If you don’t have the answer, guide your audience to it. Music has always been a core attraction, but radio also delivered so much more: breaking news, concert updates, movie releases, TV show buzz, traffic reports, and weather emergencies.
I remember staying overnight at the WMJX/WMEX studios during Hurricane Gloria, helping to make sure we kept listeners informed, safe, and connected as the storm tracked across the region.
I also think back to the ABC Radio Networks interviews — the five-minute chats with TV and movie stars that brought fresh, national content straight to our local airwaves.
Locally, we spotlighted schools, honored teachers, celebrated community leaders, and supported small businesses. For listeners, their favorite radio station wasn’t just background noise — it was the most credible, trusted resource in town. Local politicians knew they had to stop by the station if they wanted the support of our audience.
That relationship can still exist today. It just takes commitment, a smart plan, and solid execution. Think about the appointment listening you could build, the branding opportunities you could create, and the web and social content you could extend from it.
For General Managers and Sales Managers, these aren’t just programming ideas—they’re sponsorship opportunities. I was never a fan of slapping a sponsor on “this hour’s music” for added value. Instead, I would bring a menu of sponsorable ideas to every sales meeting until the team understood the value of truly integrated content.
This is what still makes radio exciting. It should make you eager to walk into the station every single day.
Keep creating, keep connecting, and keep believing in the power of what we do.
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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.
