Mark Ramsey wrote an interesting marketing email that many of you received yesterday via email (or saw on his blog, Hear 2.0) titled "Radio’s Biggest Mistake." Among other good points that Mark made, this quote stood out to us:
What they really want is to be understood."
This coincides with a recent study that showed that Americans are very lonely people. Despite all the connectivity we share, many people feel misunderstood and isolated. Interesting that you can have hundreds of so-called "friends" on MySpace, but still feel a strong sense of not really connecting with anyone.
This is where local radio has a huge, untapped advantage. So much of entertainment today has become depersonalized: you’re playing a video game by yourself, you’re listening to a jockless satellite radio channel, you’re listening to a collection of songs on your iPod, or you’re listening to a radio station in Scotland. Perhaps these are all "entertaining," but they are isolating at the same time.
So, when you hear us harp on connecting with your listeners, giving them a seat at the table, providing them with the chance to give you some input, and making them feel a part of the community that is indeed your station, understand that we see local radio as part of the solution to the growing sense of isolation that so many are feeling.
As more and more people don’t marry, live alone, become empty nesters, move away from their families, or find themselves as just an ID number on a college campus with 35,000 students, a DJ who cares and a station that connects can indeed become a meaningful part of their lives. When no one else is listening, a good listener – even a radio station – can make a huge impact.
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Fred was inducted into the Radio Hall of Fame in 2018.
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Thanks for elaborating on my points!
I’ve got a really good interview coming up with the author of the book “The Paradox of Choice,” and he makes the point that past a certain point, choice paralyzes. That the more options you have the more surfing you do, and if you’re surfing you’re not “listening.” Thus the quality of the experience goes DOWN, not up.