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Way back in 2006, I vividly remember when Howard Stern took his show, marched out of his CBS Radio studios, and walked across the street to Sirius (they had not merged with XM yet).  There was much hype and hoopla for the move, and deservedly so.  In one fell swoop, Howard legitimized satellite radio, while sending a message to commercial broadcasters that every story has a beginning, a middle, and an end.  And that talent now had a key option.  The moment was groundbreaking, to say the least.

One of the things Sirius did to promote Stern was to put everyone’s bio on the Sirius website under the umbrella of “Meet the Cast.”  It looked better than most station’s jock bios, and so I showed it around to clients.  And a number of people thought it was a waste of time and web space.  After all, who didn’t know Howard Stern, Robin Quivers, Fred Norris, Gary Dell’Abate, and Jackie the Jokeman?

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In reality, lots of people didn’t know Howard’s cadre of characters, and given his new home, why not make an effort to reach out to non-listeners who just might like the show?

Years later, I convinced the p0wers-that-be at WRIF to use the same strategy when Dave & Chuck the Freak moved over from a Windsor alternative station – 89X – after sitting out a 6 month noncompete.  The guys cut a series of videos – essentially, a how-to listen to the show, including the origin of certain words and catch phrases one might hear during a typical show

And even though the show has been on WRIF for more than a decade now, the staff  bios – well-written and keyed to the show’s caricatures – are still prominently featured on the station’s website.  Like this bio for long-time cast member, Lisa Way:

And why not?  When we do website testing, many respondents say talent bios aren’t especially important, but just about everyone has been curious enough to check them out and one time or another.  And if you’re in a market that’s a destination for out-of-town residents – like Phoenix, Charlotte, Austin, etc., – why wouldn’t you want to make it as easy for new listeners as possible?  After all, who’s doing any outside marketing in 2023?

Listeners are curious about who’s behind the mic.  We hear it all the time in our public and Christian radio focus groups as well.  Photos, bios, details, and backgrounds help strengthen the connection between the audience and the station.  And this info also differentiates over-the-air radio from most of its audio competition.

But who’s actually doing what may be taking on a deeper significance in these AI-infused times? In a recent article, Vanity Fair’s Charlotte Klein writes about a fresh New York Times strategy designed to provide its readers with even more background – and transparency – about the people behind the content.

The story’s title, “In the AI Age, The New York Times Wants Reporters to Tell Readers Who They Are,” Klein says the paper is now publishing “enhanced” reporter bios to separate their work from how lesser publications are more reliant on “writing” done by AI bots.

In an internal memo to the staff, reporters got a sense of urgency about these bios:

“We want to get moving quickly on this.  The masthead feels it’s especially important to highlight the human aspect of our work as misinformation as generative AI proliferates. Readers tend to seek out information about a reporter in moments of doubt or agitation: when they encounter a viewpoint they dislike in our reporting, or they perceive inaccuracy or bias. In these moments, bios can play an important role in assuring readers that we are fair-minded, committed to a high standard of integrity, and free from conflicts of interest.  Bio pages also rank highly in Google.”

So if you’re running a radio station with actual talent in multiple dayparts, why not showcase them in contrast to voicetrackers or even AI-delivered shows?

The Times’ strategy is to “put more of a face and a name to reporters.”  So why wouldn’t you follow suit for your station airstaff – if you still have one?  We know listeners want to see what hosts and talent look like, “radio faces” and all.

Here’s one of their enhanced bios for veteran tech reporter, Mike Isaac, with sub-sections that include “What I Cover,” “My Background,” “Journalistic Ethics,” and of course, contact info.  (It makes you wonder why the Times doesn’t also include “What I’m Working On,” which would make these extended bios more dynamic and interesting.)

Of course, the less obvious part of this New York Times initiative is to position itself as real and genuine in the midst of all the AI insanity.

We tested the waters in our new Public Radio Techsurvey.  We asked our sample how they’d feel if their favorite station used AI to read a newscast, sponsor announcements, or station IDs.  You can see the their trepidacious responses on the chart below:

Obviously, you’re looking at considerable concern about the role of AI on a public radio station.  Given how these stations usually have a sterling reputation for transparency, trust, and credibility, you can appreciate why so many core listeners express skepticism.

How would this look for commercial radio listeners?  We’ll know more when Techsurvey 2024 launches in January.  Until then, stressing the “humanity” of radio stations that still have it seems like a no-brainer. And that’s certainly the case for public and Christian stations where talent matters as well.  Come to think of it, many podcasters could benefit from what the Times is calling “enhanced bios” to help build the bride of familiarity.

In a media world becoming more impersonal by the day, this simple background info might even eliminate the need for a Google search on a personality, thus keeping a consumer in your web space.  For stations dealing with real humans, the alternative called “artificial” seems even more out of touch and disconnected.

Isn’t that part of why we listen to Howard, Dave & Chuck, Pierre, and Jim Ladd to begin with?  Knowing who they’re listening to is the perfect accompaniment.  As a wise man once said, sometimes it IS about “being brilliant at the basics.”

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Fred Jacobs

President & Founder at Jacobs Media

Fred Jacobs founded Jacobs Media in 1983, and quickly became known for the creation of the Classic Rock radio format.

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.

Latest posts by Fred Jacobs (see all)

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