One of the most enjoyable things about this new age of radio is the inclusion of digital. I’ve spoken before about podcasting and what a great extension of your brand it can be. But beyond podcasts, there’s another tool that may be even more important — your station’s app. The opportunity to create specific content, market it effectively, and connect directly with your audience is both challenging and fun.
As I prepare for an upgrade for our podcast network’s app, I’ve been meeting with the developer, reviewing colors, layouts, and design elements. It takes me back to my first time sitting down with a digital team to discuss app features and options. I’ve also had recent conversations with radio folks in Boston about what things might have been like back in the day — if our AM daytime station had an app.
The Black community was welcoming and appreciative of what we did back then. They were also hungry for a 24-hour urban station. If we’d had an app in those days, I honestly don’t think Elroy Smith would have left Boston. And Stephen Hill and I? We might not be where we are today.
In the daily grind of radio, I know your station’s app probably isn’t at the top of the priority list — especially with staffing levels being what they are today. Keeping a high standard of music scheduling in this environment is a feat in itself. So, it might seem easier to hand off app management to the digital department (if you still have one) or maybe a part-timer.
But I’d caution you not to completely hand it over — and here’s why.
First, your digital department, if you’re lucky enough to have one, probably manages several station apps. That means they might take a one-size-fits-all approach to features, imaging, and messaging. No disrespect — they’re doing their job — but they may not be tailoring your app to reflect the unique voice and flavor of your brand.
Having a part-timer assist you isn’t a bad idea either. Chances are though, they don’t have your depth of understanding about the brand, the audience, or the industry. Certain calls about maintenance, content, and presentation need a seasoned hand — your hand.
Your app isn’t just an extension of your on-air presence. For some demographics — especially younger listeners — it may be the only way they engage with your station. It’s your digital front door, your 24-hour access point, and a reflection of your station’s relevance in today’s media landscape. Don’t take it for granted.
Owning this piece of your brand in the digital space elevates your personal brand, sharpens your digital skills, and future-proofs your career. Artificial intelligence is pushing our industry forward at warp speed. We need to evolve along with it — or risk getting left behind.
I’d love to hear your thoughts. Connect with me on LinkedIn or email me at ken@kenjohnsonmedia.com.
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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.
