There was a time in radio where it was an asset to have “great ears.” For most of us, that meant someone who could intuitively recognize a great song, perhaps earlier than most of us heard it. Back in the day, program directors and music directors with that hyper-ability to pick hits were valuable commodities.
Well now, the world of business is recognizing the value of audio to their companies. In fact, a Podcast News update says an executive position with the fresh title of Chief Audio Officer (CAO, of course) could become the organization’s “missing ingredient.’
The idea comes from Oxford Road, an audio ad agency with a new white paper, “Chief Audio Officer: The Champion Every Brand Needs To Win In Audio.” You can download it here.
For companies like Dave Beasing’s Sound That Brands and others that specialize in branded podcasts, this has to sound like a breath of fresh air.
These days, the world of podcasting is a bit upside down. Or better put, consolidating. For radio veterans who have been through a number of these waves, this comes as no surprise. But for podcasters, fewer apps and less podcasts in the inventory should translate to shrinking opportunities for monetization.
In fact, Digiday has a new story, “Why some publishers are reducing their podcast slate to try to grow their audio businesses.” Ries & Trout simply called it “The Law of Focus” (Chapter 5 of their “22 Immutable Laws”).
Writer Sara Guaglione says many publishers are going with fewer podcasts, including NPR, The Athletic, Spotify, and Disney. And with smaller inventories, employees from all these companies have been let go.
Oxford Road’s approach revolves around how any organization can benefit from an audio strategy, but it requires a company officer dedicated to the space. Oxford Road’s founder and CEO, Dan Granger
(pictured), wrote the agency’s white paper.
And while podcasting and streaming audio merit more mentions in his 23 page missive, radio – yes, terrestrial radio – makes an occasional cameo appearance.
It is another reminder to radio broadcasters who have (mostly) spun their wheels in the digital audio space that there could be a “there there” for radio companies that understand and respect the power and potential of audio.
The radio industry used to have people like this – “Masters of the Audio Universe” – who preached beyond radio’s reach and frequency and cost per thousand, pointing to the advantages that killer audio can bring to marketers who can harness its force.
Katz (and later Beasley) exec Bob McCurdy was one of those guys. When you walked into Bob’s office, the presentation began about the impact audio – done right – can have.
So was the late artist, Nick Michaels, who was an audio savant, constantly reminding his clients about the majesty of audio:
“In the over-communicated world, a whisper becomes a scream.”
Nick railed – literally – on behalf of a smart, strategic, and compelling audio scheme, torturing production directors and PDs to take the time to do it right.
Former WBEB owner, Jerry Lee, has also proselytized on behalf of clean audio and quality commercials. Obviously, broadcasters by and large never really got his message.
Today, Westwood’s Pierre Bouvard is one of the lone voices still making the case for audio (he would be my first CAO by the way). And yet, broadcasters insist on staying with the traditional sounds, formats, and cluttered and tired advertising tactics.
The podcasting world is in disarray. Fewer and fewer are cashing in, while the space still remains crowded, difficult to navigate, and still clunky to measure.
But for radio broadcasters, cutting the commercial load, not cramming it into two gargantuan stopsets at the “bowties,” and halting the sabotaging of the audio chain so Nielsen’s watermarking can be better
recognized by its less-important-by-the-day measurement are all part of the recipe of disaster. Radio will never again figure into anybody’s audio strategy until it takes audio seriously like it once did.
The opportunities are out there. Oxford Road’s Dan Granger says it’s about making audio a top priority:
“For many brands, audio is an afterthought, or a box to be checked in media planning. But for brands who accept its challenges and lean in, it can become their secret weapon for acquiring new customers at scale. Our new study explores this concept deeply, calling for a dedicated role to ensure the success of this channel. It’s not about rebranding an existing role, but understanding that audio needs a champion who can help the brand navigate and maximize its unique opportunities.”
Add to that, this observation by Oxford’s VP/creative, Stu Redwine, “When your favorite audio host adds a personal connection to the product or service being advertised, they unleash the maximum power of audio.”
Radio needs to do more than rebrand its companies and services, create one-off podcasts, and send out press releases if it hopes to be even a bench player in this growing arena. It has become abundantly clear few radio companies can compete in the world of podcasting. Once the market leader, NPR has struggled, while Audacy has had to divest its podcast staff and resources.
Most other radio companies never got out of the podcasting starting gate. But podcasts aren’t the only way to create compelling audio with smart hosts that help brands market their products and services. Great programming, compelling storytelling, local hosts that matter, giving an audience a sense of place, providing companionship, comfort, and escape, and even a few laughs. That’s where radio once shined brightly.
I’m sorry. Radio was not the original social media.
It was the original audio source for entertainment and information.
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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It sounds like agencies want to hire an old-time program director for audio who will pay attention to audio quality and presentation. Imagine them sending out quality commercials that are entertaining and informative and not cookie-cutter Mad-libs style dreck out of a fill-in-the-blanks style book? How about content curated for specific formats? What a good programmer could do for most podcasts could revolutionize that platform. Most podcasts I’ve heard could be twice as effective if they were half the length and properly edited.
Appreciate the comment, Brian.
Fascinating…..this has been on my mind quite a bit lately. I just got a new vehicle that has a lot of bells and whistles and beeps (it beeps at me constantly, I’m getting used to it) and a 3-month free trail for SiriusXM, as well as a handful of other audio choices at my fingertip. I am sampling the hell out of satellite radio and experimenting with his easy it is to find what I want exactly when I want it. After a weekend listening to The Beatles Channel and Little Steven’s Underground Garage, among other music channels, it became clear to me that the product is simply superior to broadcast radio. For a music fan, having access to dozens of channels that appeal to the different genres I enjoy, excellent hosts that deliver really great context and personality and zero commercials is a dream come true. But if I get bored with SiriusXM, I can stream another service or radio station on my phone and that may also be a far superior product to what I get up and down the terrestrial radio dial. If a music lover has access to 10 different outlets for the thing they love and one of those outlets is filled with 20 minutes an hour of screaming commercials and idiot hosts who blather endlessly about meaningless nonsense, that outlets will get eliminated before that music lover even gets in the car. Hell, my car has an option to listen to forest sounds or ocean waves and even that is preferable to a public radio fund drive. Radio no longer sees the competitive landscape in which they now compete for a listener’s attention and they seem to hold delusions of exceptionalism that somehow their product is superior to other things that are out there. Unfortunately, its just not.
Now you know why the car has been a major focus here at Jacobs all these years. Your entertainment/information is transformed in a connected car. No more two knobs, 6 presets, and a CD player. As you point out, Abby there are essentially infinite options, many without commercials. Radio is still the most-listened to platform in the car, but as the population buys and leases newer vehicles, the writing’s on the wall.
I can relate to Abby’s comment as I’m in the same boat. I bought the Sirrius subscription and renewed it as well.
Never had a car with HD radio but do now. It’s unfortunate that it is underutilized. So much potential. Plus there is no subscription fee.
I appreciate your focus on the car, but what about at home?
Exactly, Fred! Radio is the original audio source for entertainment and information. Caring, Curation and Connection make the big difference. Thank you.
Much appreciated, Clark!
This reminds me of when I programmed in the Miami market. Our owners had the late great Jim Loupas fly in to set up our audio chain. He had an uncanny ability to listen and fine-tune broadcast audio that set him apart. He provided advice on psychoacoustics and audio ergonomics. Sound was always Jim’s passion.
Jim was great. I got to tag along with him once. He had a great year and an amazing touch for helping get a station’s audio chain together. Thanks for reminding us, Jon.
Fred I get it Ive been in this biz too long & am a musician drummer so at 55 I get every argument for Terestrial radio going south..& honestly I agree with many of those arguments watching my 3 sons 17-21 listen to Spotify & Apple music makes me think where is this going ..I make a living in the sales side of media & my income going to college kids has depended a lot on radio revenue, however I believe every medium has its place its more important to get a clients positioning & creative on target than you can figure out how to reach people & consumers.. However in my opinion depending on the radio station radio can still be relevant to people radio is live local vital & in realtime..radio can be a resource still for communitys and great djs can create enthusiasm & excitement..Im a music guy I wish radio did a better job launching new artists and getting great music out there..there is a lot of music talent that will never get heard because radio doesnt play it, my kids listen to incredible artists that have huge followings that you’ll never hear on local traditional cookie cutter radio stations..with all that being said the power of audio on local radio, the ability to tell a story to compel influence people to buy products & services from my clients keeps me going, it still works it takes a lot more effort, energy outside the box thinking, but if a client puts a real aggressive offer out there on local radio with enough frequency & saturation, people hear it and will act..the problem is advertising for the most part all sounds looks the same, my job is to help clients cut thru all the advertising noise and get people to act..I also look at our biz from Warren Buffets strategy of Value Investing..because many clients are moving away from traditional mediums like radio, there is more open inventory so you can make sure your clients are overfilling the advertising glass (Jim Doyle) for a reasonable investment..It sounds crazy & maybe I’ll change my mind in a few years but if we can keep people engaging with our local radio stations be smart abt the client marketing messaging, help guide the consumer to our client..than I think we have a chance of not disappearing..I do agree its not like the old days, we have tons of challenges ahead however I wouldnt give up on radio so soon, look how people these days like retro and things of the past maybe spotify sirius pandora & apple music will get old in a few years & people want to listen to real people talking abt real local life & things..I heard Bob Pittman say once that radio is a companion..It took me a while to agree but hes right people want companionship & radio offers that for Free…Fred Have an awesome day, Matt mattd6017@gmail.com
Hi Fred
I get it Ive been in this biz too long & am a musician drummer so at 55 I get every argument for Terestrial radio going south..& honestly I agree with many of those arguments watching my 3 sons 17-21 listen to Spotify & Apple music makes me think where is this going ..I make a living in the sales side of media & my income going to college kids has depended a lot on radio revenue, however I believe every medium has its place its more important to get a clients positioning & creative on target than you can figure out how to reach people & consumers.. However in my opinion depending on the radio station radio can still be relevant to people radio is live local vital & in realtime..radio can be a resource still for communitys and great djs can create enthusiasm & excitement..Im a music guy I wish radio did a better job launching new artists and getting great music out there..there is a lot of music talent that will never get heard because radio doesnt play it, my kids listen to incredible artists that have huge followings that you’ll never hear on local traditional cookie cutter radio stations..with all that being said the power of audio on local radio, the ability to tell a story to compel influence people to buy products & services from my clients keeps me going, it still works it takes a lot more effort, energy outside the box thinking, but if a client puts a real aggressive offer out there on local radio with enough frequency & saturation, people hear it and will act..the problem is advertising for the most part all sounds looks the same, my job is to help clients cut thru all the advertising noise and get people to act..I also look at our biz from Warren Buffets strategy of Value Investing..because many clients are moving away from traditional mediums like radio, there is more open inventory so you can make sure your clients are overfilling the advertising glass (Jim Doyle) for a reasonable investment..It sounds crazy & maybe I’ll change my mind in a few years but if we can keep people engaging with our local radio stations be smart abt the client marketing messaging, help guide the consumer to our client..than I think we have a chance of not disappearing..I do agree its not like the old days, we have tons of challenges ahead however I wouldnt give up on radio so soon, look how people these days like retro and things of the past maybe spotify sirius pandora & apple music will get old in a few years & people want to listen to real people talking abt real local life & things..I heard Bob Pittman say once that radio is a companion..It took me a while to agree but hes right people want companionship & radio offers that for Free…Fred Have an awesome day, Matt mattd6017@gmail.com