One of radio’s biggest strengths is still people listening while they are at work. In fact, in the last Jacobs Media Tech Survey, over 54% of Classic Rock listeners said that listening while they work is a primary reason they use AM/FM radio, which is a higher percentage than the overall sample.
But that’s not the survey we’re talking about this week.
Instead, I want to discuss an article on the StudyFinds website about a survey that asked people at work to describe their relationship with one word, and many of the choices they made are very telling: tired, unfulfilling, adequate, and even autopilot.
Now, those responses are about the respondents’ relationship with their jobs, not a radio station. But if you had even a moment of panic thinking they could be in reference to the radio, it says something about the state of the industry—and possibly about your station.
What Can We Learn
The gist of the study claims that people aren’t just stressed about their jobs; they are literally checking out at work. According to the team that wrote the analysis, workers are experiencing a state of “numbness, self-preservation, and detachment.”
Again, this isn’t in reference to a radio station, but tell me the language doesn’t make your skin crawl just a bit. Especially in Classic Rock and Hits, where we rotate the same songs day in and day out, it’s easy to imagine those descriptions being applied by listeners to what we do.
There are other findings that, again, aren’t about radio—but the language could be. For example, when companies announce new ways of working or new strategies, 30% of respondents say they are “indifferent,” while only 23% say they are “inspired.” I don’t think it’s a giant leap to apply those numbers to our programming. Even when we announce new initiatives to reinvigorate our stations, we often assume people will find out on their own and don’t put enough promotional effort behind the new ideas to inspire people or capture their attention.
A more direct lesson comes from respondents being asked about communication with their colleagues.
More than 60% said they feel disconnected despite constant digital connection through email or programs like Slack, Teams, and Zoom. Many say that lack of connection leads to disengagement and cynicism. They are lonely—and our job is companionship.
Now, I realize all of this sounds pretty doom and gloom, but that’s not the intention. The goal is to spur Program Directors and air talent—especially those on during the workday—who read this to consider what their listeners are going through.
Try Something Different
We need to work every day on creating programming that helps them get through the day and, in turn, makes your station more engaging.
In our world of Classic Rock and Hits, look for ways to consistently make the station more exciting than just playing the big hits. Mix up the music in new and interesting ways with special features. Instead of caller nine or keywords, develop unique contests with greater play-along value. Don’t settle for bland host content, regardless of the daypart. Challenge the talent to be engaging storytellers every day. And finally, find ways to celebrate the people who are working while we get to make a living playing cool music every day. Give them a voice and a role on the radio station.
Then communicate what you are doing as loudly as you can.
Many Classic Rock stations call their email databases “The Workforce,” but when it comes to communication, are you taking that concept far enough to help lessen listeners’ feelings of detachment at work? Use your off-air communication channels like email and social media to tout the interesting things you are doing. That will bond people who are slogging through their workday to your station.
I realize there is probably a conversation about detachment in the radio workplace to be had, but that’s for a bigger stage than this column about Classic Rock and Hits radio. For today, let’s just focus on what we can do to help the people who are feeling detached and frustrated at work.
Just taking on that challenge might make our jobs more fun.
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Mike Stern is a Classic Rock columnist and Features writer for Barrett Media. He has been with Jacobs Media consulting stations in the Classic Rock, Rock, Alternative and AAA world for more than a decade. Prior to that he programmed stations in Chicago, Detroit, Denver Las Vegas and other markets. He also worked as News/Talk Editor for Radio and Records, wrote about Top 40 Radio for Billboard Magazine and had his own radio talent coaching business called Talent Mechanic.
