If you’re of the Jewish faith, you get to say “Happy New Year” twice a year. Of course, the universal moment occurs when we all stop to watch the ball drop in Times Square as (now) Ryan Seacrest provides the countdown and the “drama.”
But the other occurs every fall on a different day each year when the Jewish New Year is celebrated. Last week, we rung in 5774. (Hey, there’s some big data for you.)
In the process, I joined millions of other Jews in making the trek to temple or synagogue to celebrate and honor this holy event. And our rabbi, Harold Loss, delivered an on-point sermon that covered the usual topics of self-examination, our behavior toward others, and our approach to our lives. And because baseball is a hot topic in Detroit these days, he even told a joke related to America’s Pastime to make his point. It went something like this:
The legendary Yankees manager Joe McCarthy has a dream about dying and going to heaven. Upon his arrival, he is told that he’ll be able to assemble a dream team of all-time baseball greats. McCarthy is ecstatic, thinking about a team comprised of Babe Ruth, Lou Gehrig, Ty Cobb, and other former icons.
Then the phone rings and it’s Satan calling to challenge his heavenly baseball team to a ball game.
McCarthy was surprised at the challenge. “You haven’t got a chance. I’ve got all the good players.”
“Yes,” Satan answered. “But I’ve got all the umpires.”
And so it is in radio. Because so often, stations have the right players – the DJs, the music, and the other tools necessary to create a great product. But it’s the “umpires” that are making the rules and calling the shots – in this case, Arbitron, and the constraints of PPM.
For radio operators, the ratings are the only scoreboard that matters because they lead directly to revenue generation. So in order to be sure we optimize the ratings, radio so often plays it safe, hoping to put a few runs on the board with as little risk as possible – in short, playing by the so-called “rules” That’s how tight playlists, restrictions on talk, phasing out live jocks, the lack of artist interviews, and the elimination of special programs have all come into vogue. In this process, once colorful tactics now take a back seat to playing 250 songs from a “safe list” in an environment with as little talk as possible.
But in reality, the umpire isn’t Arbitron or even their panelists carrying meters – it’s the audience. And they’re the ones who are now setting the rules, discovering new options, and holding brands to a higher standard of entertainment, service, and accountability.
So while radio keeps its eye on the prize – this month’s (or quarter’s) ratings report – it may be losing the other battle: for entertainment, for passion, for discovery, for the audience connection, and for hometown involvement.
When there were no other options available to the masses, radio could afford to look past the audience and program directly to diaries and meters. Today, programmers have to focus on consumers or face the inevitable reality that they will leave us for the hotter, younger pure-play, satellite, or Internet options.
It can’t be too long before the audience merits their own votes in the Oscars, the Grammys, and yes, even the Marconis. Because they’re the ones behind the plate calling the balls and strikes, changing the strike zone whenever they like – just because they can.
Radio needs to understand that the devil is – in fact – in the details of choice, service, and acknowledgment. The rules have changed, and radio needs to change with them. Not to satisfy Arbitron or whatever new ratings rule change or methodology tweak comes to the fore, but to serve an audience that is empowered and enjoying being in control.
And maybe I should actually show up at temple more often.
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.
- Radio + Thanksgiving = Gratitude - November 27, 2024
- Is It Quittin’ Time For SiriusXM? - November 26, 2024
- Radio, It Oughta Be A Crime - November 25, 2024
A sermon from a sermon, and so well-done. Good writing and good thinking, Fred…LWD
Truly appreciate that. Hope I didn’t get too preachy. Thanks for reading our blog.
Thanks for the inspiration, Fred. I, myself, should go to services tonight, too. I have a lot to atone for! L’Shana Tova!