It seems that as the Digital Age continues to impact traditional media, everyone has an opinion about why radio is being affected by the onslaught of technology and choice.
Comments sections are loaded with anonymous opinions, often laced with vitriol aimed at corporate broadcasters, lame strategies, and accusations that everything from voicetracking to HD radio to Rush Limbaugh is killing radio.
Everyone is entitled to their theories, whether you publish a trade publication, a blog, write a corporate newsletter, or simply leave your comments for all to see. And a very common belief that you see proffered a great deal is that young people simply don’t listen to the radio; that they’re all on Spotify, Pandora, YouTube, and other sites and platforms, uninvolved with FM stations as they’ve evolved.
And while listening is in fact down among America’s youth and clearly presents a problem for the industry in the important areas of long-term growth and stability, there is evidence to the contrary. If you’re willing to look for it.
Last month, our company was honored to keynote the Michigan Association of Broadcasters’ Media On the Move conference. Paul, Lori Lewis, and I set the tone for technological challenges and opportunities, spurred by a research study of MAB’s membership that we designed.
By all accounts, it was an extremely well-attended, stimulating event. At the lunch, the MAB launched into its Michigan High School and College Broadcast Awards program. This competition is free for any Michigan student, managed by the MAB Foundation and sponsored by BMI, the Michigan High School Athletic Association, and the Michigan National Guard.
As the MAB Foundation’s executive VP Julie Sochay told me afterwards, this year’s program had the highest number of entries in its long history. Overall, 625 entries poured in from around the state. And if you would have seen the steady stream of high school and college students who made the trip to Lansing to participate in the program, you would have been impressed – and perhaps amazed – by their level of enthusiasm about radio and broadcasting, not to mention their sheer numbers.
At a time when pundits in and out of radio colorize Gen Y and Z as apathetic, video game addicted moochers who want nothing to do with traditional broadcasting, the evidence at the MAB’s annual conference would have provide you with cause to reconsider.
This phenomenon can’t be isolated to Michigan. Similar programs and initiatives have to be in place around the country.
But to what degree are they being supported by the same broadcasters who are in dire need of that infusion of youth, energy, and enthusiasm? Shouldn’t every major company and cluster of broadcasters in these states be supporting these programs – and recruiting from them?
The MAB deserves much credit for honoring these students. Oakland University took top honors for the college radio station of the year – WXOU (shown above). I was impressed with Rockford High School – the winner for best high school TV station. Rockford, located 10 miles outside of Grand Rapids, sent 30 of its students to the awards lunch so that everyone involved would feel what it’s like to be honored by professional broadcasters in Michigan.
And in the high school ranks, it was WBFH – or The Biff – that led the way. For the eighth time in the last 11 years, WBFH (pictured, right) has been top dog in this awards program. Again, this Bloomfield Hills school provides more evidence that there’s significant interest in radio among today’s teens.
So it makes you wonder why there’s this disconnect, and what radio broadcasters can do about it. If planning and strategizing goes beyond how we’re doing in Q2, it is more than apparent that traditional radio companies ought to be working with the schools, providing funding, guidance, scholarships, and training to ensure that graduates are well-suited to make contributions to the industry.
State broadcaster associations like the MAB are in a great position to bridge the gap between academia and broadcasting – both public and commercial – and to provide support and opportunities that will ensure radio’s healthy future.
Here’s a link to the MAB Foundation. Karole White and her team at the MAB do a great job, as do many other state broadcaster associations. Take the opportunity to support their efforts in 2013 – an investment in all of our futures. I can tell you that we will be writing a check this year because this is an investment in all of our futures.
Those crazy Millennials may end up saving the business, if we take the time and the resources to support them.
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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