It’s the most over-hyped night of the year, which is why many of us will probably spend it watching TV or hanging out with friends and family. If you’re looking for something to read, let me suggest one of our most-devoured posts of 2014. In “Live & Local?” this past February, we took a humorous but hard look at what qualifies as local radio these days. Hopefully, it’s good food for thought as we head into 2015. With apologies to Maria Milito. Happy New Year to all. – FJ
There are a lot of radio loathers out there – notably people who worked in the business at one time but left (their choice or someone else’s). And some are still employed in radio but don’t use their real names when they comment on posts. It’s been a tough several years for the rank and file of radio. But if you think radio has issues, turn on your television.
Because if you need evidence that local media has declined in recent years, look no further than Conan O’Brien who appears to revel in incompetent TV journalism.
This video contains what feels like an infinite reservoir of lame anchors from all over the country reading the same piece of copy – ad nauseam. Well, you’ll get the idea, again and again.
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It’s hilarious until you realize that the joke’s on us. As belts tighten and less qualified talent sit behind the desk mindlessly reading canned stories, our quality of life suffers as a result. In some ways, this is nothing new – newscasters have been ripping and reading wire copy since there was AP and UPI. But the reliance on inexpensive, unqualified talent leads to a shoddier product. And it’s getting harder and harder to find decent hometown journalism on TV.
But in radio, we have no right to gloat or laugh along with Conan because as every year goes by, the localness of radio erodes a bit more, leaving cities and towns with more generic sounding radio or shows pumped in from out of town.
And while these stations sound competent because the voice
s are good, the shows are prepped, and the product is consistent, something’s being lost here, too.
A couple years back we took an inventory of Premium Choice stations and ended up running into Maria Milito more often than you see reruns of Seinfeld on TV.
Maria is a good jock and this is no knock on her. But radio audiences deserve a local product presented by area people who know the turf and are on the ground.
With so much “radio” piped in from satellites and servers, it becomes more obvious by the year that broadcast radio’s recipe for success in the new world of audio is the same one that most of us grew up with when we first discovered Elvis, the Who, Britney Spears, the White Stripes, and Mumford and Sons.
Voicetracking and syndication may be more cost-effective in the short run, but their long term costs are brand erosion and audience indifference. The quality of the product deteriorates as resources are cut and less qualified managers and talent are installed to save money. More and more, consumers can tell the difference.
Support the companies, the clusters, and the brands that are holding fast, waving the live and local flag because it’s not easy in this environment to do this kind of radio. But if we’re seriously playing a long game, it’s the only strategy that will matter once the dust settles, and everyone has a smartphone and a tablet, and drives a car that allows them to be seamlessly connected.
What will separate your station from all those other choices?
In the meantime, we’d better hope that Conan doesn’t go after “local radio” next.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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Preach! *slow RUDY clap* 😉 Like 8 tracks and vinyl, radio is cyclical. . ‘mom n pop’ will take it back. Here’s hoping 2015 will bring a fresh, new approach. Happy New Year!
Stacey, from your lips! Happy new year to you.
Want to know where live, local, connected to listeners can now be found? Small market radio. I’ve been to the top of the corporate radio mountain. I’ve lived, drank the kool-aid and know all about which you speak. I can now program to an audience of local listeners, instead of a VP in some city that only cares that my powers rotate correctly. Lots of old pro’s like myself gave up on the large/medium markets we once worked in. Now, I’m refreshed, excited and enjoy small market radio and doing radio the right way. Small market radio and the local ownership know good radio and how to do it. Want to get excited about this career? Small market.
Sometimes the most unlikely paths are the most satisfying ones, Lee. Your story totally turns around the traditional pattern that many radio professionals seek out, climbing from small, medium, to larger markets. As you point out, the ability to make an impact and a difference may, in fact, be right there in Small Town, USA. Thanks for taking the time to tell that story.