In the past few years, we’ve devoted time in our Techsurveys to better understanding the threat that is Pandora, as well as other pure-plays, satellite radio, and even the iPod. Debating whether Pandora is “radio” or not is beside the point. The key is in assessing how consumers use these digital platforms, how they are perceived, and their impact on broadcast radio over time.
In order to effectively market and program against digital threats and new distribution channels, radio has to understand them first. And as we have also opined about in the past, an all-industry S.W.O.T. initiative – addressing radio’s strengths, weaknesses, opportunities, and threats is long overdue. Instead, the industry spends millions of dollars researching how to beat back other AM and FM radio stations in the market, often ignoring the growing shares – and “mindshare” – of pure-plays and other digital options.
In our last three Techsurveys, we have produced our Pandora timeline of negativity. It clearly shows some of the speed bumps experienced by pure-plays, especially Pandora, among those who use the platform. “Creeping commercialism” is one of those key negatives, becoming even more pronounced in this year’s Techsurvey10.
But the challenges facing radio from digital options go beyond the perceived drawbacks of a service like Pandora. The key question is what broadcast radio can do better than any pure-play, mp3 player, or network channel beamed from space.
That’s the question that more and more stations, clusters, and broadcasters need to face because both audiences and advertisers are testing the boundaries. So how does a legacy medium like radio communicate its defining differences, it big advantages, and its “secret sauce?” And how radio uses messaging to get this across is at the heart of the matter, too.
Slick agency ads loaded with slogans can’t do the heavy lifting. The HD Radio Alliance learned that many years ago (and my company played a role in that mission). And the NAB and RAB have tried a variety of approaches, including using music stars doing testimonials on behalf of radio. None of this convinces consumers that radio still matters.
Not when radio’s best celebrity spokespeople are sitting on the sidelines.
Other industries and brands have figured that out, but radio has been slow to tap into its best resources – its talent.
Michael Jordan can say more about Nike and the meaning of “Just Do It” than any big-voiced announcer.
Netflix CEO Reed Hastings is a smart, strategic leader, but actor Kevin Spacey has become the face of that brand because of his phenomenal “House of Cards.” His speech in Edinburgh a couple years ago did more for Netflix than any CEO conference call could accomplish. You cannot put a price on the value of a megawatt celebrity.
But in radio, leadership has not truly taken advantage of its most persuasive and powerful assets – its best national and local personalities – the ones who clients big and small hire for live reads and endorsements. They’re the influential voices that can deliver a message, persuade an audience, make the case, and do it in an entertaining, credible, and heartfelt way.
At Boot Camp earlier this month, Erica Farber moderated a panel featuring advertisers who believe in the power of radio – specifically, the unique impact of radio personalities to sell and market their products in ways that set them apart from a dozen other units in a stopset. The value of an endorsement, the sincerity of a respected and loved personality, and the attention it commands – that’s how radio stands apart.
Take WMMR’s Pierre Robert, for example (pictured above). Now Pierre is something of an anomaly – an unabashed fan of rock n’ roll of every stripe who regularly attends arena concerts and club shows alike. Pierre doesn’t read liner cards – when he speaks, it’s from the heart.
So all of that – and more – was on display the other night at a sold out Wells Fargo Center concert in Philadelphia starring Queen (with Adam Lambert). When the band started to play “Radio Ga Ga,” Pierre was broadcasting live and proceeded to delivery an inspirational, impromptu speech – or maybe it was a rant – on behalf of the power of local radio, why it matters, and how it stands apart from the digital channels that capture so much media attention.
Listen to Pierre below:
Great hometown radio stations that feature outstanding local talent have the power to do just what Pierre did the other night at that Queen show – more than anyone else in radio broadcasting’s organizations.
Pierre Robert is truly a flag bearer for radio. But he’s a rarity.
How many other great spokespeople for radio are being underutilized at a time when radio’s unique qualities need to be effectively communicated?
Just sayin’.
Thanks to Inside Radio and WMMR’s Bill Weston for bringing this great story to my attention. And would someone give Pierre a Marconi Award already?
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.
- Radio + Thanksgiving = Gratitude - November 27, 2024
- Is It Quittin’ Time For SiriusXM? - November 26, 2024
- Radio, It Oughta Be A Crime - November 25, 2024
The sad reality is that you are whistling past the graveyard. Too few companies even allow their on air talent to be real. Those 8 seconds are reserved for iheart radio promos or ticket teases. There are bigger concerns. Where’s the talent coming from? And, who can coach them?
Steve, hopefully I’m shouting past the graveyard. I agree that great personalities are a rarity and that broadcasters need to better utilize them for the good of the industry. Your concerns about where the next great air talent will come from is well-placed, and something that is much discussed here. As always, thanks for commenting.
Thanks for sharing that audio. It’s inspirational and shows what just one person’s love of radio can do to help promote live and local programming. The problem is that most markets don’t have a Pierre Robert, who is both an icon in the market and a symbol of not only his radio station but the industry in general.
What do you do when your market’s talent is mostly imported from who knows where, when most (not all to be fair) morning shows are ignoring huge news events in their own market, and nobody seems to care about either of those things? And listeners are showing they don’t care by watching more local TV news in the morning every month? In other words,m they’re NOT listening to the radio.
You can’t clone Pierre, although I wish you could. And you can’t change the mindset of some of the owners and programmers.
Bravo to Pierre for being the flag bearer in Philly. Now let’s find more live and local flag bearers in markets large and small to tout real live and local radio.
Agree, Mark, that Pierre is a rarity. Not every market has these iconic personalities as you suggest, but many do. The hope is that broadcasters turn to them. And I share your wish for the industry to double down on live and local flag bearers. Thanks for taking the time to comment.
I agree completely with the first two posts – local personalities are being phased out and the remaining ones are being muzzled.
Lets look at the graph as a research project. The top three Pandora negatives are too many commercials, not enough song skips and no local info. Radio can’t address either of those, but neither can Pandora. Fewer ads would mean bigger losses for Pandora and more skips will mean higher costs from the rekkid biz and they probably won’t be any more recoverable than the royalties are.
Radio CAN address #3 and has chosen to diminish it instead. Message to radio: Pandora can add local info if they want. If you can voicetrack, so can they. By zip code registration or manual selection. They can let users personalize what kind of local info they want and how much. But they can’t be live or spontaneous and they can’t support it with local events and social media (I’m assuming that marketing is a radio relic now, kinda like slip cueing).
Radio has a built in advantage over almost all of digital music when it comes to anything local, but if they chose not to address and maximize that advantage, digital music can take the position from radio. “In the valley of the blind the one eyed man is king.” Put another way, a half assed job wins in a vacuum. Radio is out half assing the competition right now , but is making it progressively easier for someone to usurp that position with a little bit of effort.
How long before Pandora, Spotify and/or someone else figures that out and acts? And how much harder will it be for radio to reclaim that turf then than to reinforce it now?
Bob, we’re on the same page. I especially concur with radio’s local edge – an steel sword that becomes more obvious every year. I continue to see local radio stations that are able to make the effort to connect with listeners reap the benefits. It may be “old school,” but when few others are doing it, it stands out – in a good way. Thanks for chiming in, and adding to this conversation.
I contend that finding the talent is easy. They may not be at a radio station with a traditional demo tape… but, damnit, there are some creative, funny, and interesting people out there.
I think of a guy like Mo Rocca. I don’t know a PD or GM that would put him on the radio because “he has an odd voice and a hint of a lisp. He doesn’t have the ballsy DJ sound, and isn’t drooling over the music and the call letters.”
No… no he’s not. He’s smart, compelling, and entertaining. He talks about human stuff.
You’d better believe there’s someone like that in your town. Your town. Right now. He/She is there. On stage at the theatre? In a band? Writing a blog? Making Vine videos that you laugh at? Yeah. Right under your nose.
But, she won’t respond to an ad in All Access. He isn’t thinking about radio. They are entertainers, and they love doing that.
I promise: It’s infinately easier to teach a creative person how to do the technical radio stuff…. than take a radio techno goon and make him creative.
Easy? Maybe not, but you’re right that when you look in the same places for the same kinds of people, that’s what you’re going to get. You are correct that radio needs to think about talent differently. But the central point of the post is that many stations aren’t using the great talent on their payroll as well as clients do. Who else can better market your station effectively to the audience? Thanks for the perspective, Johnny.
Hi Fred! Thanks for the shout to local personalities. It’s nice to know we’re appreciated! Pierre said it all. It is about connecting with the audience and only local radio can do that. Love to all the radio D.J.’s who GA GA everyday! Anne
Thanks for the kind words, Anne. I love finding these amazing examples of on-air greatness, and hope they’re inspirational to programmers and talent. Appreciate it.
Pierre is and will forever be the man. He’s one of the greatest DJ’s and human beings ever. Great post, and totally classic Pierre.
A great compliment from a great broadcaster “across the street.” Thanks, Bruce.