Many of you have responded enthusiastically to our blog posts yesterday and Tuesday.
I get it. The themes both days have been all about supporting young, fledgling broadcasters. We may have our differences about deregulation, voicetracking, programmatic, and other issues facing radio today. But one thing almost all of us agree on is the need to encourage young people to pursue radio careers.
Over the last several years this aspiration has gone from a challenge to a heavy lift to a fool’s mission. Fewer young people actively listen to the radio as formats targeting teens and even twentysomethings have become rarities. In a world where 25-54 year-olds are the currency, teen-focused radio is a non-starter for virtually every U.S. company.
So while radio continues to focus on this 30-year adult target, Gen Z has gotten the message: precious little radio is geared toward them. And they know it. This isn’t the total reason why they’ve gravitated to Spotify, TikTok, YouTube, and videogames. But the radio industry has simple let them go, disinterested in stations that cater to Generation Z.
The demographics tell radio’s story vividly and persuasively. The population actively listening to the radio is aging, and the trend appears to be irreversible. There are no simple solutions.
But one thing that would decidedly be a step in the right direction is to encourage bright, young, educated people to seek careers in radio. Yesterday, I highlighted a wonderful example of what this looks like. The Globe, the radio station owned by Goshen College is doing it right – grooming and training young aspiring broadcasters for careers in radio. “The Breakfast Blend” hosted by Amelia Lee and an ensemble cast represents the best of college radio. The great news is there are more than 440 college radio stations in the U.S. and Canada where thousands of young people are learning the craft. They need support, encouragement, and financial assistance.
This has been a prominent topic on this blog, but I believe we’ve reached an inflection point. I’ve written about the value of supporting fledgling young radio wannabes. I talk about it every time I give a speech or presentation where I can weave it in.
And earlier this year, I decided this isn’t enough. I need to walk the walk, the only way things truly get done.
A few weeks later, I found the solution while reading a number of the industry trades. It was a press release from the College Radio Foundation, run by Dr. Rob Quicke and his wife, Lori.
Rob is a college professor by day at William Patterson University in New Jersey, and a supporter of college radio 24/7.
Rob (pictured with some guy) has an impressive resume, graduating from Oxford, and has served both as talent and program director at radio stations in England, as well as in Chicago at WXAV, Saint Xavier University’s station.
The press release promoted “Vinylthon” on Saturday, April 23. It intentionally coincides with Record Store Day, a celebration of vinyl that began back in 2007. Seven years ago, the CRF began “Vinylthon,” a fundraiser that encourages college radio stations to play all-vinyl that Saturday. Rob’s press release announced an expansion of “Vinylthon” to include commercial radio stations – for a fee of $99.
To me, this made all the sense in the world, but in the ensuing days, I heard no one in commercial or public radio talking about it. When I brought up “Vinylthon” in conversations, awareness was foggy, at best.
That’s when I reached out to Rob, who I’ve interviewed on past College Radio Day celebrations. After speaking with him about his organization, its goals for “Vinylthon,” and his deep, long held commitment to college radio and the students who make it happen, Jacobs Media went all in.
We are now official partners with the College Radio Foundation for “Vinylthon 2022.” And we even have a board seat to bring whatever we can to this all-important table. Rob, Lori, and their mates are committed to this cause. And so are we.
So, here’s the ask.
We’re encouraging all music stations in the U.S. and Canada (as well as from around the world) to sign up for “Vinylthon.” This includes commercial, public, and Christian stations.
On the Jacobs Media website, we’ve listed several promotional tie-ins for Saturday, April 23. Of course, playing vinyl all day is the ideal – and the move that not only draws maximum attention to this great cause.
We’ve seen time and again that vinyl resonates with people of all ages. It is perceived as authentic and the original music format. We’ve seen it draw ratings for radio stations that play it for special features and weekends, as well as benchmark bits – like Pierre Robert’s “Vinyl Cut,” heard every day on WMMR in Philadelphia at 2:15 PST (Pierre Standard Time).
If you can’t drag a turntable or two into the studio next month or you’d rather just make a contribution on behalf of your station, you can do that, too. All funds raised go directly to Vinylthon Scholarship program, dedicated to helping students survive the high costs of higher education.
Vinyl, as you probably know, has been the music industry’s “comeback kid” these past several years. A new reveal from our yet-to-be-released Techsurvey 2022 shows that more than one in three (36%) respondents now own a turntable. And many more likely perceive vinyl as being cool. Thanks to liner notes and album art, vinyl has long served as the source of music storytelling, and an expression of one’s taste in music.
Back when I worked with Dave Beasing at the Sound in L.A. with the “Backstagers” – our brand advocate group of loyal listeners – I always enjoyed this photo of the group holding up their favorite albums as an expression of their love for the music.
You get sign your station up at here.
Our list of promotional tie-ins and other info is here.
Rob is a terrific interview. You can email him here.
And if you have any questions or you want to chat about it, email me.
You haven’t heard the last from me about “Vinylthon” and why it matters not just to thousands of college kids and their student stations, but to the welfare and future of the radio broadcasting industry in the U.S., Canada, and beyond.
Not enough Gen Z’s view radio as a viable career path, much less as a core entertainment and information source. By supporting the best, brightest, and highly motivated from this large group of young consumers, you’re making an important statement about what matters today – and for radio’s future.
We want to get commercial, public, and Christian radio involved, along with the music industry, of course.
Sign your station up for “Vinylthon” for that small fee of only $99 and be a part of it. Or if you’d rather just make a donation to the effort, you can do that, too.
It’s time to stop talking about why kids don’t care about radio.
It’s time to walk the walk.
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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Fred
This is fantastic!
Way to bring some spirit to an often dreary world!
Walking the walk isn’t always easy, Buzz, but it’s the right thing to do – especially as it pertains to encouraging and assisting young people who want to work in radio. Thanks for the kind note.
Great idea. There are some fabulous college programs that can benefit from professionals who help students put their education to work in radio. WRHU/Hofstra is a school that I’ve spoken to in the past and am most impressed with. This is so very needed Fred. Well done.
You are right, Mike, and we have to help keep these stations alive, and support the kids who work there. I would love you to help me evangelize Vinylthon. You know many more people than me, especially in the music end of the biz.
Excellent, Fred! Beyond the Z-oriented programming aimed at the ears of their peers, I can think of one additional benefit to bringing on those Gen Z radioheads (the few, the brave): Each one of them has his/her own network of friends and family to whom, with their enthusiasm, they will become radio evangelists even off mic.
Edison Research’s “Infine Dial 2022” preview (https://t.e2ma.net/click/qzc7ej/ih52p9b/uqgvi9) highlights the finding that a disturbing 57 percent of younger persons (12-34) report having zero radio receivers in their homes–they get their audio from other devices/sources. That should chill any radio lover’s spine. But I wonder how many of them said “none” because, frankly, they aren’t sure what a “radio” is. We need those young radio evangelists to ride to the rescue and wise them up.
Spot on, John. The Edison data says it all. We need to encourage teens who listen, love, and want to work in radio.
Late to the party here, but who in good conscience would recommend radio as a career? Every year there are fewer employees and virtually all innovation is revolves around cost cutting. Programming innovation is non existent and sales success depends as much on pants and gravity as anything else.
Unless you want to be the next “chainsaw AL Dunlap” (old Reference, Google is your friend) why would you pursue a career in radio?
I appreciate this POV, Bob. But it is fascinating to me how many kids want to pursue a career in radio. The numbers today may pale in comparison to the same level back in 1982. But they’re there. And I’m committed to encouraging them. Thanks for the comment.
I’ve been aware of College Radio Day and Vinylthon for a couple years but had not yet participated. This year, our staff decided to devote Saturday 4/23 to some old-school live programming, all vinyl, and we signed up. We’re doing Vinylthon for the first time, with some 12+ hours of live vinyl free form programming. We have even arranged for a shortwave radio simulcast of the final two hours that night, via WRMI “Radio Miami International”. From 9pm to 11pm we are going to be broadcast at home in Ohio, and simulcast worldwide via WRMI’s 4980kHz channel to a global audience. Better not bump the needle or that error will be heard worldwide!
Sure enough, after we signed up, Dr. Rob Quicke contacted me and now we’re among the flagship stations this year and I’m on the Vinylthon board. This is a really great organization.
Whenever we do a vinyl show/special program, the comments go wild from listeners. They love the “theater of the mind” of actually playing a record on-air. Sometimes I intentionally play scratchy old 45s that don’t sound great, to elevate the experience.
I think there are at least a handful of commercial outlets in various formats that can and should participate!
The Summit is a Noncomm AAA/Discovery station based in Akron, OH, and also heard in Youngstown, Athens, Kent, Canton and parts of Cleveland. (WAPS-FM) http://www.thesummit.FM
Thanks for this, Brad. After we met with Rob, we looked at the flagship stations, we were thrilled to see you on that list, as well as your personal participation in Vinylthon. And you are correct that vinyl-themed programming resonates with fans across generations. We are excited to be a part of this great event, and believe it’s mission to support college students who aspire to careers in radio is critical at this time.
Most will probably have to go deep into the bowels of the engineering department to find such antiques as a turntable, tonearm, cartridge and stylus; maybe a pre-amp and, heaven forbid, a 45 adaptor and a dime or penny to put on the tonearm, should the vinyl record skip. My old Gates CB-500 has all this, but you’d have a hernia moving it around.
I know that finding two turntables will be a challenge for many radio stations. I still hope they engage with the College Radio Foundation with a donation to support this great initiative.