Kudos to Jon Miller and company at Nielsen for resurrecting their December get-together geared to radio programmers and managers, as well as the researching and consulting communities. I spoke to many people who attended last week’s Nielsen Audio Client Conference, and the reviews have been overwhelmingly positive.
While the panels, sessions, and speakers ran the gamut from data-rich presentations to Randy Bachman telling stories and singing many of his biggest hits, the emphasis – as it should be – was on metrics. After all, it’s a Nielsen event, and the latest and greatest about the ratiings and how to make them bigger is a key reason why people come to this conference.
And there was a lot of data, and it came in many sizes, shapes, and quantities. Cume, quarter-hour, decibels, M Scores, watermarks, page views, and downloads were all part of many PowerPoint presentations over the two-day event.
Not surprisingly, Millennials were in the forefront, too. We can’t stop talking about them. Based on their large footprint and their unique attitudes and behaviors, getting a handle on what makes twentysomethings tick wafted through many different panels.
This included the video-rich presentation by Drs. Ed Cohen and Sylvia Chan-Olmsted – “The Class of 2015,” focusing on the changing media culture of University of Florida college students. Nielsen Entertainment’s Julianne Schiffer showed her “Millennials 360” deck, focusing on Gen Y’s relationship to music.
But the conference was also a reminder that content and brands are the heart and soul of a radio station’s ability to make their numbers. And in a session where we paired a Millennial personality, Zach Sang -–and a Boomer radio legend, Mark Thompson – we were able to make a little magic.
And in the process, remind this very smart group of managers, programmers, consultants, and researchers that if it’s not happening in the air studio, it’s probably not happening.
The session was modeled after the documentary, “It Might Get Loud,” where the producer put young Jack White (the White Stripes) with the iconic Jimmy Page (Led Zeppelin) to see what would happen. (Yes, U2’s The Edge was there, too, but the documentary’s most compelling moments involve White and Page.)
Zach and Mark are very different personalities. Zach has a syndicated nighttime show on Westwood One aimed at teens. Mark hosts a morning show Entercom’s KSWD/Los Angeles geared to Classic Rockers. Zach pre-records his biggest interviews, while Mark loves to do them live. Zach is social media driven, while Mark admittedly struggles with how to create content for off-air channels.
And then there’s the obvious generational factor. Zach is 22 years-old and got his start with an Internet radio show in his early teens. Mark just turned 60, and like many radio stars, worked his way up from small markets to Los Angeles – and beyond.
But as our conversation unfolded it was obvious they have more in common than they might have thought – a love of craft, a respect for the audience, and a passion for the personality side of the radio business.
Simply put, the session turned into a clinic for conference attendees about personality radio. Westwood One even put it up on Periscope, evidence of another new tool that radio personalities can use to reach consumers in a unique and compelling way.
I learned a lot about the session’s impact and takeaways by reading the many tweets that spontaneously flew during our fast 40 minutes on stage:
Zach: “Our goal is not just to be in listeners’ ears, but in their eyes and under their thumbs.”
Mark: “You want to hear a human being talking to you.”
Zach: “FM radio is where the ears are. It is the cornerstone of communities all across America.”
Mark: “(For me) the desire to be on the radio was unstoppable.”
Zach: “Our advertisers don’t start and stop (with the show). If you’re part of Zach’s Gang, you’re part of Zach’s Gang.”
Mark: “The key is no matter where you are, is that you are the best content available.”
Every day I ask my team: what can you do to make tomorrow's (Morning Show) better?-Mark Thompson, @TheSoundLA #nielsenaudioconf @Nielsen
— Skip Dillard (@mixcom) December 4, 2015
But there were more than just these gems that came out of this session. Zach and Mark reminded attendees about the art of creating great radio content, the value of brand building, and the passion it takes to compete in a world where the competition has virtually infinite.
Each took a moment to remind us that their mission is to entertain. But when tragedy strikes, their shows need to acknowledge these events with genuine feelings and reactions. For “Zach Sang & The Gang,” they were on the air while the massacre in Paris played out. And for “Mark In The Morning,” they had to recently deal with the shootings in nearby San Bernardino.
In both cases, it was impossible not to notice that both Zach and Mark each felt the weight of these events, and the difficulty that entertaining shows face when confronting these bigger-than-life tragic moments.
You can’t measure the total impact of these shows with meters, diaries, CPMs, or occasions. But it’s apparent as time goes that for radio to remain competitive, healthy, and vibrant over the next many years, we’re going need more guys like the ones I shared the stage with last week in D.C.
There are some fascinating differences between “Zach Sang & The Gang” and “Mark in the Morning.” But not as many as you’d think.
And generation gaps aside, both agree that personality is radio’s past, present, and future.
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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Wow..what a compelling read….we saw Zach at the Conclave and loved him and picked up his show for our CHR. Of course, Mark’s perspective is priceless. Very cool!
It was a career highlight for me, Dave. They’re both bright, engaging, and talented guys, and the generational differences melted the moment they met each other. Thanks for the kind comment.
Another great post. Thanks for sharing this one. I firmly believe what Zach said about “FM being where the ears are” is true. I’m so glad that a younger person feels that way. I know so many young people who still listen to radio, CDs, and even buy music, but I know that many do none of these things. It’s our job to keep them engaged to at least listen to our brand of radio, versus stuff they can “stream” passively.
Chris, Zach also reminded the room that not all teens have smartphones with unlimited data plans. Many share them with many family members. And that makes radio an economically sound choice. Thanks for the comment and the kind words.
Fred, Great article – nice to see that the future is alive and well. I would argue that the value of a DJ doesn’t need a tragedy like those cited to reveal itself. Everyday life – and the changes from a generation or two ago – provide all you need. The average American lives a far different life than of earlier generations: the frequency of moving for work, less participation in community groups like Kiwanis, Elks, KoC, etc., the diminished role of organized religion, all of these factors have isolated Americans more than they have been in our lifetimes. More than ever before, the “relationship” between DJ and listener is one of the biggest communities in the audience’s day-to-day lives. My listeners could very well know more about me than their next door neighbor!
Stephen, this is so true. The DJ has that ability to connect with people in ways that other institutions and people cannot. Not everyone does this effectively, of course, and format rules play a role as well. But the potential to truly make people emote is clearly a radio thing. Thanks for pointing it out.