A recent opinion piece in The New York Times has made the rounds in radio circles these past few days. Written by Beth Boyle Machlan, “Driving to the Music of Chance” sums up the charm of FM music radio, even amidst a smorgasbord of digital options and gadgets.
Driving with her family, she talks about how everything from her iPod to satellite radio falls short of the sheer joy and randomness that are generated by FM stations – in her case, Q104.3 and WCBS-FM.
While the managers and DJs from those stations deserve to take a little curtsey, the fact is that Machlan’s observations could have been written by pundits in many markets in the U.S. where there are still well-programmed FM music stations.
Machlan is not a professional media maven as you can tell from her commentary about “the ad-riddled idiosyncrasies of commercial radio.” And I don’t mean that disparagingly.
In fact, it’s her “amateur status” that makes Machlan’s op-ed piece so much more insightful. She’s a true consumer of broadcast radio with her family, allowing those of us in the industry who get way too close to the trees a chance to learn why our products are still charming, fun, and attractive. And she also reminds us of the storied relationship between radio and the car – like peanut butter and jelly.
Machlan explains that FM music radio is communal, informative, unpredictable, nostalgic, local, and yes, a pathway to music discovery. And her explanation for why a “talk-up” by a DJ is superior to hearing that same song digitally retrieved by a nameless, faceless algorithm is priceless – and should be in sales kits from Nome to New York City:
“Downloading ‘Superstition’ or pulling it up on Spotify is simply not the same as catching it on the radio just as the D.J.’s voice fades into Stevie Wonder’s unforgettably ominous intro. I can’t predict or depend on the random perfection of these moments, nor can I design every aspect of my daughters’ lives. Some things just happen, but they can happen only if we unplug our devices and hit the road.”
Better yet, Machlan tells a great story about the joy of radio listening in the car – in fact, several of them. And as we know, great storytelling is something that many radio veterans struggle with. For her, the benefits of FM music radio are obvious, even in a sea of choice, and they have nothing to do with ratings, CPMs, metrics, “big data,’ or scale.
This theme about “the music of chance” should make every programmer in America sit up and perform a little music architecture self-examination. How well are you programming in surprises, randomness, and unpredictability? Are you allowing your jocks to tell compelling stories about the music you play, whether it’s Beyonce or the Beatles?
As we asked in our “Groundhog Day” post just last week, how focused are you on providing “surprise, serendipity, and smiles.” That’s the byproduct of radio stations that truly provide a different experience from all the new kids on the digital block.
Machlan reminds us that listening to FM radio is fun. It is our mission as operators, programmers, researchers, and consultants that we remember this lesson from a fan.
It’s time to go back to school and remind ourselves why people still love radio. And then let’s give it to them.
Thanks to friend and former Vh1 colleague, Lois Aronow, for first tipping me off to this opinion piece.
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Fred was inducted into the Radio Hall of Fame in 2018.
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That is the problem with music radio – at least in the market I’m in. When I get out of town and hear smaller market stations they do surprise me – every time I listen. The “big boys” never do. Isn’t it ironic – we all honed our craft so we could make it to the majors and now the most local, most real, most inventive stuff is being done in the smaller markets. The risk averse approach the major players take today has led to a lifeless, distilled product that seeks to not offend rather than engage.
Thanks, Steve. Great perspective on radio by market size. We have many clients in small markets, and our experience is that the results vary greatly by city and town. The ownership array is often the key factor that separates a vibrant small radio market and one that is carbon-copied from corporate. Appreciate it.
This piece is a great testimony to broadcast radio…with some caveats. First, based on the stations she cited, the author is either Gen X or baby boomer and radio has done a better job of keeping them in the fold than younger folks. Second, in NY, both stations are probably programmed by a local, dedicated PD, hosted by live personalities who plays regularly researched music. If the author lived in a smaller (but not all that small) market, she’d probably be listening to a station programmed without the benefit of research or any local input by some out of town format captain, hosted by a tracked jok armed with a phonetic pronunciation guide to local cities and landmarks. Would her connection in that situation been have been as strong?
What if she was younger – say 32? Still firmly in the coveted 25-54 demo, but having developed her musical tastes and sources after radio decided that 12-24 wasn’t important to them. Still a teenager when Napster came on the scene and much more comfortable with technology than boomers/gen Xers.
Chances are, she’d still listen to radio, but not as often as she does now. She’d probably be more comfortable with Pandora/Spotify sources and might get music recommendation from other sources along with radio. The TSL erosion in radio seems to reflect that.
I usually agree with Fred’s conclusions but this is a rare case where I don’t. I think that it would be almost impossible for terrestrial radio to recapture the kind of magic described in this piece with people under 35. To them, radio is just one utility that they use along with others. Although it can’t convert them, it could join them. Stations and their personalities could use their brands to reach the under 35 audience where they live.
How many radio station personalities publish playlists – beyond the normal scope of their formats on their websites, or twitter or facebook? Have any tried a pilot partnership with one of the services that are cannibalizing them to see if they can use their equity to add value and co-op their audience back? Or heaven forbid, create their own product that marries the benefits of both?
There are a ton of challenges here – the biggest the being monetization part which none of radio’s competitors have been able to figure out given the current royalty structure. It would take time, experimentation and probably a game of chicken with the music industry so that everyone (radio/music industry/artists) could make a living at it. But it has to start somewhere or it can’t happen.
But no one is doing it. The clock is ticking on the media neutral center stack, which will spell the end of radio’s access advantage. During a recent car repair, I was given a loaner that showed my Spotify songs and had a stop/start/ff/rw player. I was able to shift seamlessly via push buttons between it, terrestrial radio/SiriusXM and a thumb drive – just like changing radio stations in a 1992 car.
Every radio C and V level exec should rent one of those cars, replicate that experience and ask themselves whether discussion of what is or isn’t radio is really the issue.
We’re really not in disagreement here, Bob. I think the experience from a Gen Y POV would have been considerably different. But I think Beth’s experience behind the wheel shows a way – or a partial way forward – by providing a consumer-oriented blueprint that shows how radio can create a meaningful difference. IF it focuses on doing and providing emotional benefits that algorithms cannot provide. Obviously, the experience will vary by gender and generation, but the positive qualities these stations provide aren’t magical, nor are they all that elusive.
I think the benefit of her article is to remind broadcasters about the power and assets they can have – or perhaps recapture – with some commitment, imagination, and yes, resources. I continue to conduct many LAB and focus groups, and Gen Y respondents often express a feeling of being out of touch with Pandora and Spotify, and boredom with their own iPod playlists.
The first time you drive a “connected car” (assuming you can figure it out) is a rush. We saw that several times at DASH, and you experienced it yourself with that loaner. Our #1 recommendation at our digital dash presentations (and at DASH) is your final paragraph. You cannot understand the consumer experience unless you live it yourself. Beth’s story provides hope for FM music radio, but only a committed, focused, and strategic broadcasting industry will be able to reap those consumers benefits in the next few years.
Thanks, as always, Bob.
I’ll chime. I will not comment on “research,” “TSL Erosion,” “Monetization,” “connected car,” because, let’s face it, you guy’s are much smarter than I am on any and all of these subjects. The thing that shouts to me from this piece is TALENT!
After reading the article by by Ms. Machlan, the thing that gives her this passion about that little radio in her Jetta Wagon, is the human factor associated with the radio in her ride. Music/entertainment delivered from Pandora, iTunes or any other algorithmic compilation of one’s and zero’s can not match the “human touch” of of a real human being communicating with another real human being. This is and always has been the real POWER of radio. Your cluster, group, station can continue to hire as many Digital Directors, Brand Managers, Social Media Managers, Brand Insight Experts, Digital Media Specialists, Digital Content Directors…. etc…. as you think you can afford. But without the power of the communicator, the human as the spearhead of the product, the talent, it’s just, IMHO, whistling past the digital graveyard. (see Jaron Lanier/You are Not a Gadget https://preview.tinyurl.com/n7w9le2 )
So yes, invest in folks to manage your digital presence and invest in the digarati, but how much have you spent on research and development into this thing that gives the un-media professional Ms. Machlan, the “fun” factor and such passion for an inanimate technology that is Radio? The human factor that is talent. We’ve got them beaten in spades. Invest in our strength, it’s the winning flanking maneuver. Or, continue to dilute our branding in the blue and white hegemony and 140 character set.
Thanks for post Fred.
John, this is really well-said and I think your comment stands on its own. Beth’s piece is a great reminder of what FM music radio could and should mean to people when it’s done well. Keeping those basics in our thought process is important to maintaining radio’s human touch. Appreciate the perspective and thanks for reading our blog.
DJs as story-tellers, songs that surprise, being ‘in-the-moment’! These are the advantages FM radio should be focussed on.
Precisely, Jim. Thanks for reading the blog and the comment.
I am a listener and,now that I don’t do radio for a living, a casual observer. I used to like the elements that Ms Machlan refers to on FM radiio but, frankly I don’t hear that today in my market (Detroit). I am an avid listener of sattelite and digital media. The exception is Drew Lane who I find entertaining. Ironically I can listen to him regardless of commercial clusters, the same element that made me a living for many years. That’s my 2 cents.
Much appreciated, Al. As a long-time radio broadcaster, your point of view is worth nothing because you came up in the business during a time when there was lots of “running room” for radio. It’s interesting how we all gravitate to personalities who become akin to close media friends. As we talk about a lot here, without personality to connect with, stations can become run of the mill – fast. Thanks again.
I for one listen to the radio 1039 the bear and I know there is a lot of people in our area that still do at one point in the day because of their interactions with either social media or texting in and our early afternoon DJ does call ins along with the DJ after. A NOT necessarily true that the video killed the radio star!!! FM radio will be around for a long time.
Jeremy, glad to hear you’re enjoying the radio. Appreciate you taking the time to write in.