You have to hand it Bob Lefsetz. His “Lefsetz Letter,” frequently devoted to stories and topics about music, never fails to stimulate. Bob always puts his emotional view of the industry front and center, inviting you to think and engage with his opinions.
The other day, JacoBLOG reader Mike Anthony brought one of Bob’s recent missives to our attention via our “comments” section. In the post, Lefsetz made interesting observations about radio – in fact, 20 of them. I invite you to check out his list, but Mike drew our attention to this one:
18. If you want to gain the most eyeballs, you must be controversial, tweet-worthy. If I can listen to your station and have no opinion, not hate or love your deejays or hate or love your music, if you give me nothing to talk about other than the same damn thing, then I’m not gonna talk about it, I’m not gonna bring new people in, you’re going to be living in an echo chamber.
We have touched on the downsides of predictability in our blog before. While most programmers were taught the virtues of providing a consistent experience that would help root listeners in habit, the reality is that the onslaught of media choice has created an environment where consumers want to be moved. They want to emote, they want to react, they want different, and they want something to talk about.
The social media outlets that dominate the pop culture environment are predicated on having new and different things to talk about. And some of the most successful brands, shows, and channels realize that to stay in place is the first step on the road to irrelevance.
I was reminded of this while recently watching a Mad Men episode. There’s a new character this year – Bob Benson. If you’ve watched the show this season, you know that after six years of seeing Don Draper weasel his way in and out of affairs and family messes, Mad Men needed a new gadget – something different that wouldn’t be about the same old agency rats.
Enter Bob Benson, a character who is truly unusual. As a viewer, you’re not quite sure what Bob is all about, and that’s what makes him interesting. Fans of the show talk about him, conjecture about him, and debate him. And the show’s writers are taking advantage of a new character who acts unpredictably and mysteriously. (By the way, Benson is played by James Wolk, a young actor from nearby Farmington Hills, Michigan, and a U of M grad.)
Morning shows and radio station brands are no different. To stay vital, interesting, and talk-worthy, they need a regular infusion of new characters, different ways to connect with the audience, and yes, even a little mystery and unpredictability. Media consumption patterns are changing, and the fire hose of entertainment choices make it necessary and even desirable to keep shaking it up.
Who’s your Bob Benson?
Thanks to Mike Anthony for the heads up on the new “Lefsetz Letter.”
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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This bullet point is interesting:
“8. Insiders believe that there’s no revolution in terrestrial radio because the owners know it’s headed into the dumper. They’re just milking it for all they can before it falls off a cliff. So if you’re waiting for format innovation and fewer commercials…you’ll be waiting forever.”
That’s how it feels for me as a listerner to most Clear Channel and Cummulus stations. It’s what some newspaper companries did: milked the cow when profit margins were 40%+ and now are cost cutting and failing to have a clue about taking them to the next stage online. Over the air radio is making the same mistakes.
Thanks for commenting, Alan. To your point, some stations (companies) are mailing it in, but others are working hard to remain a vital part of their communities. Live and local personalities and community service aren’t MIA at all stations. And public radio is another force doing many things right. There are lots of bright spots in local radio – just not as many as there were a decade or so ago. We have our work cut out for us – no doubt about it. But many are still working the space hard. Thanks again.