Item: Garth Brooks will do a Q&A – and sing a duet with a Radio person – at this year’s CRS.
Item: The Detroit Tigers hold a sold out "TigerFest" where the big stars come out to sign autographs & thousands of fans wait their turn in the cold weather.
Item: Celebrity Dennis Miller does Q&A sessions with affiliates and fans to promote his new morning show.
Item: This morning is the Michigan presidential primary, and the candidates are making multi-appearances, trying to win over those "undecided" voters.
The signs are consistent, whether it’s music, sports, and yes, Radio. The way you win over fans, create and strengthen relationships, and generate buzz is to go retail. If Garth Brooks can spend a folksy hour with Country programmers and fans; if the biggest Detroit Tigers stars like Magglio Ordonez (making $15 million this year) can hang out with fans in January weather and help them dream about a World Series; if Dennis Miller can leave the celebrity trappings of Hollywood and television, and do basic Radio fundamentals – then you have to wonder why icons in the Rock Radio and Rock Music businesses haven’t gotten the message.
For starters, there are the Rock stars – from past and present. Is Garth Brooks getting paid for this CRS appearance? Maybe so, maybe not. But Country legends have a long history of playing the "FanFest" game, hanging with music lovers, supporting Radio people and stations, and simply understanding the value of Radio play and support.
But in the "Rock World," it has historically been a struggle, especially when artists make it big. Terry Gross from NPR’s "Fresh Air" has a better chance of nailing Bruce Springsteen for an interview than WMMR or KLOS, stations that played The Boss when it wasn’t popular to do so.
And then there’s the Radio side of the spectrum. In this space, we often talk about veterans like Pierre Robert who are always going the "retail" route. And indeed, there are many Radio personalities – famous and otherwise – who do what it takes to make regular appearances with listeners and advertisers.
But how many Radio personalities – from the big syndicated shows to major jocks who dominate their local markets – just won’t show up anymore? As Dennis Miller in a recent Radio Business Report notes, "I’ve gone out and done probably I’d say eight to ten Q&A’s now with specific affiliates who have asked for that. And we do a meet and greet with their VIPs and then speak in front of a crowd. Just did one in Dallas…did one in Miami. I think I’ve done eight or 10 up at KNEW, and you know, I read all my ads. I’ll read any ad they want. The more local the better. I’m not in this to lose, I’m in it to win. I’m not obsessed with winning, but it’s not like I’m going to be in it and then be indifferent to it. It’s my show so I bust my ass on it."
Yet, sign up a syndicated Radio personality and see how difficult it often is to cajole them into making an appearance on behalf of the station, and do the small things that can begin to build that audience (and station) bond.
The payoff for making appearances is often intangible, but inestimable in value. As Radio continues to go through its doldrums, trying valiantly to adjust to the new media pressures, maintaining relationships with listeners is going to be a key component. And after all, local personalities – and even syndicated stars – have the ability to put a face on Radio brands. This is something that consumers cannot get from their iPods, their Wiis, or even their XM Radios.
Many stations have the assets, but they often find it challenging to bring them all together. A couple of years ago, 97Rock pulled off a "Listener Appreciation Night" for some of its more ardent database members. All the jocks showed up to schmooze, sign autographs, and to hang out with these hardcore fans.
You can imagine stations like KSHE, WRIF, and other heritage operations hosting a listener open house – just like "Tiger Fest" – that gives listeners a chance to tour the studios, meet the DJs, and take in other behind-the-scenes aspects of these wonderful stations.
"Retail Radio" makes a difference. If it didn’t, Hillary Clinton, John McCain, Barack Obama, and Mitt Romney wouldn’t be working 18 hours days, doing everything they can to literally shake hands and kiss babies. They are all multi-millionaires with advertising budgets that are astronomical. But as you read this, they are running around small towns in the winter, showing up at diners, town hall meetings, factories, and donut shops. That’s because it works. Going "retail" can swing a vote, as we saw in New Hampshire. Right now, doesn’t Radio need every "vote" it can get?
As hi-tech becomes ubiquitous, "hi-touch" becomes even more paramount in importance. The world has figured it out. When will Rock stars and Rock Radio jocks get the message, too?
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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