One of the wonderful benefits consultants derives from this often crazy line of work is the ability to see and hear a lot of radio stations in action. As a result, you witness some truly wonderful best practices, but if there’s such a thing, “worst practices,” too.
At times on this blog, we have lamented about how major league mega-radio brands often fail to act big – simply taking for granted that the audience will always be around coming back for more. Yet, the truly great radio stations realize they must keep raising the bar, especially in this environment.
We are blessed because we work with many great radio stations – many of which have been around for three decades, and in some cases, four or more.
So when a station comes along that’s been on the air a relatively short period of time that acts like one of these Mt. Rushmore rock brands, you have to stop and take note.
That’s been the story for WDRV, better known as The Drive in Chicago. From the day it signed on in 2001, it has always behaved like it’s been a fixture in Windy City radio. The station was designed to be a comfortable, local, and fully formed station – even though it’s only been around for just 14 years. When it hit the airwaves, I was working across the street for the late Rock 103.5. Back in those days, Chicago radio was very personality-based, and the music was often an afterthought.
The Drive changed all that. Conceived by Greg Solk, WDRV was originally created as an alternative to all the other Chicago rock stations. And in the ensuing years, it became a market leader, carving out a very unique space in the minds of Chicagoans. The Drive has always done it right – a live staff around the clock, human segues, big promotions, outside marketing, and great customer service – attributes that have become rarities since the age of rampant consolidation and incessant budget slashing.
So when The Drive invited me to their “Birthday Concert” featuring Dennis DeYoung (the mastermind behind Styx) and Heart, I R.S.V.P.’d an enthusiastic “yes.”
This isn’t one of those station concerts where the audience pays for the privilege of attending, while the station earns thousands of dollars in “non-spot revenue.” Every one of the 4,000+ seats in the Rosemont Auditorium was given away to enthusiastic fans. It’s truly a listener appreciation event from A to Z.
And it’s a throwback to the days when rock stations celebrated the music that made it great. So, a few takeaways from this event that have application to stations across North America, whether they play rock, country, or hip-hop.
So spending a night at a celebration of a great radio station, its iconic personalities, and the music it plays is a fascinating window into a rarified radio world. Here’s what I saw:
A more diverse audience than you’d think. Of course, there were many aging Boomers at the concert (all of whom looked much older than me, by the way). But along for the ride were a lot of Gen Xers, Millennials, and even younger kids taking in the fun.
The ratings – Voltaired or not – continue to show a growing, broadening Classic Rock audience. Some of this is being driven by twentysomethings who must have “early onset nostalgia,” a wonderful phrase I came across while reading a recent Digiday article. Jamie Gutfreund, CMO at the agency Deep Focus, says this condition can set in because of the overload of information that impacts young people. (It turns out that the Onion actually coined the notion of EON back in 1997 in a hilarious story about a warning from the U.S. Department of Retro.)
Nonetheless, it was on display at the Drive’s concert, another reminder that great music (and good times) spans the generations.
These guys can still play. There was no hiding the amazing voice work of Dennis DeYoung or Ann Wilson, both of whom came to rock. They belted out their hits, mixed in a few surprises, but totally pulled off their respective repertoires note for note.
DeYoung was in excellent form, even singing an impromptu version of “Happy Birthday” to the Drive, which became an audience sing-along. And he and his wife both showed up for the after-party, attended by Drive staffers and friends of the station, a classy touch.
Ann and Nancy Wilson still have it, and they attacked a strong set of Heart hits from “Heartless” to “These Dreams” to “Barracuda.” As we’ve learned over the past decade or more, so many of these Classic Rock icons have stayed in shape, and continue to amaze audiences who first discovered them decades ago.
DJs and local radio matter. This was on display all night long at the concert. Attendees were obviously thrilled to earn free admission to a great show, but they reveled in all things Drive. The station used the time before the concert began, and again at half time, to allow fans to take their pictures with various members of the Drive team, while checking out the his and her Harleys being given away this summer.
And throughout the night, I watched fans approach Drive talent from the legendary Bob Stroud to newcomers Pete MacMurray and Dan McNeil like they’d been BFFs. The accessibility of the station’s airstaff to these thousands of enthusiastic attendees was the epitome of class.
All hands on deck. The entire Drive crew was at the Rosemont Theater – the airstaff, sales reps, management, as well as major contributors to WDRV’s success over the years, like voice artist and host of “The Deep End” Nick Michaels. Even some former Drive employees received VIP credentials to enjoy the music and the moment.
As we all know, great radio is a team effort. And over the years, The Drive has been blessed with an amazing staff of pros, from Patty Martin to Curtiss Johnson. And of course there are the scores of behind-the-scenes staffers who make a mega-event like this possible.
Celebrate your victories. Aside from the concert itself, the annual Drive tradition at the end of the night is to exit to a side room, and enjoy the moment with the entire staff and well-wishers. Cake, champagne, and Giordano’s pizza were all part of the post-celebration fare. Instead of simply dispersing at the end of the show, that special time to savor a great event and an amazing accomplishment is something that so few stations take the time to do these days.
Yes, Led Zeppelin matters. Heart’s encore turned out to be three Led Zep classics – “The Immigrant Song,” “No Quarter,” and “Misty Mountain Hop.” It capped off a great night of music with a strong reminder that perhaps the most important band in Classic Rock history can still captivate a room. And the Wilson sisters’ vocals were reminiscent of that Kennedy Center tribute for Zeppelin that took place a couple of years back. On a night when Classic Rock and The Drive were honored, Led Zeppelin having presence made it more special.
Do it for the fans. At a time in radio’s history where listeners are often afterthoughts, WDRV clearly stands apart from so many stations by thanking its audience for their loyalty and their passion. Obviously, an event of this magnitude is even more special and rare in 2015, and the thousands of fans in attendance seemed to realize and appreciate it.
The Drive has been blessed with amazing ownership since its inception – first Bonneville, and now Hubbard Radio. Both companies realize the importance of paying the audience back for staying with the station during these last 14 years.
Happy Birthday, dear Drive. Happy Birthday to you!
For a look at The Drive’s Birthday Concert photo galleries, click here. Photo credits: Alex Cohen
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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