“The people who are crazy enough to think they can change the world are the ones that do” – Steve Jobs
The past decade – interrupted by a global virus and unprecedented national discourse – has flown by like a tornado.
Brand management and evolution has evolved exponentially.
In the heaping pile of change, here’s a handful of things the warp of time has altered:
We thought to apply this perspective to radio – asking the question to respected thought leaders across the spectrum of positions how the radio creation process changed their world in the previous 10 years.
Good and bad.
The responses were answered with passion ranging from extremely positive to the predicted pessimistic:
Jeff McCarthy
Vice President – Programming
Midwest Communications, Inc.
The Bad: The obvious worst-case scenario began with the curveball we refer to as Covid. Many organizations took this opportunity to downsize and cut expenses, thus thrusting countless valued broadcasters to leave the radio industry. There have always been cuts, but never the multitude that we’ve seen since 2020. This created a downward ripple effect. The creative talent pool has been depleted in the past ten years, and it’s increasingly difficult to find quality talent with a passion for radio. Previous job posts that drew 50 or more applicants have dwindled to a handful. Radio needs to do a better job of recruiting and, more importantly, training current and future stars.
The Good: I recently did a study on the similarities of our #1 rated stations in each market. These #1 rated brands have something in common and it’s not the format. They all super-serve the local community and their target audience. I like to call them full-service stations that happen to play (fill in the format). These brands are locally staffed with a strong commitment to focus on the consumers wants, needs and desires. Yes, local personalities are still the driving force today as it was ten years ago. In addition, the ability to connect and integrate with our audience through social media and many other technological tools has been positive. I always tell new talents, “They can’t love you until they get to know you.” As long as there’s a desire locally and radio makes a commitment to talent, radio has a solid future.
John Spencer
President/General Manager
Starved Rock Media
What’s better about radio:
In the last decade, we have learned to do more with less. We’re using technology to reach more people in more places, to be much more informed, and to free us up to do things that matter more. We’ve also rediscovered and reemphasized the importance of local. Being local and communicating one-on-one continue to be radio’s secret weapons.
What’s not better about radio:
Radio has been too slow to provide and monetize on-demand content, resulting in continued audience and revenue erosion. Meanwhile, staff reductions have resulted in an ever-shrinking pool of talent and associated businesses.
Terry Foxx
Regional Director of Talk Programming
iHeartMedia Markets Group – Central Texas Region
Radio today remains more viable than streaming services for several reasons. First and most importantly, it offers real-time access to local news, weather updates, and emergency information, making it a reliable source during crises when immediate information is crucial. Unlike streaming platforms that require internet access and often involve subscription fees, radio is free and accessible to everyone, regardless of socioeconomic status. Additionally, radio fosters a sense of community through live interaction, allowing listeners to connect with local personalities and engage in discussions that resonate with their everyday lives. I call it the “Companionship Theory”. This personal touch, combined with the ability to reach audiences without the need for screens or devices, ensures that radio continues to play a significant role in media consumption today.
Over the last decade, radio has transformed significantly, adapting to the digital age while maintaining its status as a leading audio medium. One of the most notable changes is the integration of technology, particularly through mobile apps that allow listeners to access their favorite stations anytime and anywhere. This shift has made radio more accessible, as cell phones enable people to stream live broadcasts, catch up on podcasts, and even interact with hosts through social media platforms. Despite the proliferation of streaming services, radio continues to thrive by leveraging these advancements, creating a more personalized listening experience that caters to diverse audiences. The combination of traditional broadcasting with modern technology has not only increased radio listenership but also strengthened the bond between local stations and their communities. Ensuring that radio remains an essential part of their daily lives.
Brad Carson
Brand Manager/Operations
Audacy Memphis Sports (WMFS & WMC)
Radio has certainly changed over the last ten years, but it has been changing every year before the last ten years. It changes every day. Think about before and after deregulation. An election can change radio. It’s always changing. But in many ways it hasn’t changed. The first commercial station I worked at in Illinois, WSMI-AM/FM in Litchfield, IL., still airs obituaries and farm reports…SPONSORED. (Side note: the highlight of my career for my parents back on the farm was when I gave a terrific obituary read and pronounced the deceased person’s name correctly, lol).
So, what’s better? SPORTS! My career was transformed by getting into the sports space with WMFS/Audacy. Sports is a massive brush we can paint with. It’s the most pure local form of broadcast because folks LOVE their teams more than anything. Music radio is still amazing to me, but it spends much of the time in the background. Great stations like WMMM-FM in Madison have terrific local morning shows like Jonathan and Kitty, who have been on-the-air together for over 25 years and feature LIVE events and elements like their STUDIO M Hour. I love that station because of their whole package.
Tim Roberts
Vice President/Format Captain, Programming
Audacy | Detroit
The Pandemic was a seismic event in recent years, affecting every business immensely, including radio and all media. When it hit, revenue was drastically affected, which made everyone who operated a station look at their systems, operations, business model, digital plan, etc.
The positive outcome of all of that was the incredible amount of innovation & creativity that came forth as people reimagined everything, including live music (and the lack of touring). One thing that comes to mind is when Audacy Digital Director Christy Strawser, Market Mgr. Debbie Kenyon, Holly Hutton, and some WYCD folk here at Audacy Detroit came up with “Play on the Porch,” which basically encouraged musicians to go out on their balcony and spontaneously play music with any instrument (and post it). It went wildly viral and started happening everywhere. When it came to shows on the air, we had to innovate immediately. The highly successful Katie Neal & Rob & Holly network shows were a product of that innovation here at Audacy with our core Country team to name just a few. Technological advances happened overnight with remote voice tracking and countless other ways and system improvements. Sales strategies completely changed, and the tent & table at a car dealership became archaic overnight. We were like NASA in the space race! It was insane at the pace we ran, and we had to figure out solutions FAST, sometimes in 24 hours or less. Ultimately, it made everyone better at their jobs, great multi-taskers, and more strategic thinkers.
The obvious downside is that economically, the media world paradigm has changed mightily in the last ten years with a continued shift to digital focus & revenue streams. I’d say the primary downside in the industry is related to this disruption and change.
“Having been in the biz for over four decades, very little is the same as it was ten years, even five years ago, or even last year. The old saying is, “No one likes change except a baby.” This has been true of radio, specifically with changing times, the social media explosion, the advent of voice tracking, and minimization with technological advances. The result has made some radio air talent, producers, and sellers obsolete, as well as their skill sets and jobs. You absolutely have to continue to learn, grow and adapt and it’s not easy for all.”
“The business has never been more fast-paced, strategically changing, and shifting, the epitome of “who moved my cheese.” The disruption is going to continue, and radio is show biz! It’s a tough reality; job evolution is inevitable now, and sometimes adaptation is very tough on the human element, careers, and personal development. The advent of cloud services has created better radio. Love LOCAL talent but if it doesn’t have to be LIVE, why not? The talent pool for just radio is shallow. Look to other creative outlets and recruit them to radio. Allow creative freedom.”
We cast the questions to dozens of radio creation experts, and the flood of responses came in like a Tsunami.
Got your wheels turning? Join the conversation by shooting me your thoughts at Kevin@RobinsonMedia.fm.
Certainly – to be continued.
