It is fascinating that some of the weapons that radio management historically wielded are becoming obsolete.
As we’ve discussed in this blog before, the ability to “disappear” a DJ or show has been usurped by fans who immediately start their protest Facebook pages. While this rarely results in a change of heart by management, it does make the ability to quietly change out talent far more difficult and precarious.
Similarly, the “non-compete” may be taking that same route. Many talent contracts contain language that prohibits talent from taking another radio job in town (or even in another market where the company owns stations) after a resignation (or even a dismissal).
Typically, these agreements have a duration of six months or even one year, making it challenging for talent to maintain a relationship with fans. And that’s the whole point. Station management holds the cards, and the goal is that by the time the sitting out period ends, the audience will have moved on or simply lost interest. Out of sight, out of mind.
But today, that notion is being disrupted by social media and digital tools that allow talent to stay very present – although not on the airwaves – continuing to nurture interest and support from fans.
Stephen Colbert is showing us how it’s done, months before he sits behind the desk on CBS’s Late Show. The new show won’t debut until September 8, but as the New York Times reports, Colbert is all over the digital universe, test-driving his humor and keeping connected with his legions of fans, more than 8 million of whom follow him on Twitter:
From YouTube videos to podcasts to Facebook, Colbert now has an amazing on-air laboratory to test drive his new show, which will undoubtedly be different from the Comedy Central’s The Colbert Report. He even has created an iPhone app, Colbr, that houses these digital efforts.
Keeping fans interested and engaged, while also figuring out the rhythm of the CBS show in front of an online audience provides Colbert with a unique opportunity to audition new material and concepts before millions of viewers as they stare at their mobile devices, laptops, and desktops.
One of the best examples is a response to Donald Trump’s pronouncement that he’s throwing his hat into the Presidential ring. Colbert’s YouTube video has already garnered more than 1.2 million views, a perfect way to remain present while promoting the new show:
>Email recipients: Click here to watch Stephen Colbert video<
It’s happening in radio, too. The Sound in L.A. (KSWD) pulled off a similar feat when they announced the hiring of Mark Thompson, formerly of the iconic Mark & Brian Show. The world was informed that Mark was coming back to the Los Angeles airwaves last December, but the show was not set to debut until early February.
Thompson and PD Dave Beasing used that time to hire a new team, while creating videos and other digital content designed to tease the new show, while testing out new material and approaches. Instead of coming on the air cold, fans of both Thompson and The Sound had the opportunity to get a glimpse of the humor and the approach of the new show, weeks before it actually hit the airwaves.
>Email recipients: Click here to watch Mark Thompson video<
We saw a similar – but different – phenomenon here in Detroit at WRIF. When the station hired Dave & Chuck the Freak, the non-compete clause in their contract with their former station loomed large. But with a base of more than 90,000 fans on Facebook, the team could easily communicate with listeners off the air. Obviously, more and more shows and personalities have this connection with their core fan base, making it easier to keep the connection strong.
Digital continues to disrupt traditional media outlets, providing different opportunities and challenges for fans, personalities, and stations.
Thinking these new realities through and developing tactics to address the changing rules of the comings and goings of air talent are part of the new skill set radio professionals must learn in order to adapt.
The “non-compete” has been redefined. But more than that, how a personality spends that time “on the beach” is being reshaped as well. The opportunity to stay connected to the audience while trying out new routines and content ideas are becoming the norm.
Once again the Internet is redefining how the game is playing, forcing both management and air personalities to adapt.
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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Another very insightful piece, Fred. It should serve as inspiration for talent to really work their FB and Twitter accounts beyond the minimum requirements of management. If you think about putting in “seat-time” to really cultivate and manage your social media as career equity, you could actually have an active hand in your own success. Sadly, most talent tend to be lazy so i fear many will miss this opportunity. if you wait until your are “out” to start on this, it’ll be way too late and you’ll never catch up.
Good advice, Jim. Sadly, there are fewer opportunities to kick back and recharge the batteries. In this new model, creating content for multiple sources is a must, for the good of the show and also long-term careers. Thanks for taking the time..
Well said Fred , the truly great talent are creative and resourceful …and it only helps them be what they should be in this day and age … A Brand ..
Thanks again !
Much appreciated, Frank. The truly great personalities understand how brand extension works to grow their footprints.