Poring through the JacoBLOG archives every week to select just the right post for this moment is always interesting—at least to me. I find it interesting to see what we were talking about five years ago, ten years ago, or even two decades ago. For today’s post, it’s a six-year journey back to our radio past, and a conversation about the growing power of video in radio—as oxymoronic as that may sound.
Since this post was first published, short videos have exploded in popularity on social media and all over the internet. TikTok has become a major player—if not the most influential social video platform of them all. Eventually, we will learn about how TikTok’s management/ownership will be modified. However TikTok ends up, its impact on our culture and the content we consume is undeniable. The other social media giants have all modified their look and feel as a result of TikTok’s immense contribution to entertainment and information.
Even podcasts have gravitated to the visual side of the spectrum. What was once audio-only content has now become a major visual force on YouTube. Consumers want to see their favorite hosts along with hearing them.
Today’s post from the past called a number of these changes, and remains a good barometer of how radio has had to evolve with visuals in order to stay relevant. In fact, we use the word “optics” a lot as a way of acknowledging the increasing value of video and visuals. Radio stations that do not show their visual side miss out on the chance to engage existing audiences, attract new listeners, and generate more revenue.
Not bad. – FJ
September 2019
You’re forgiven if you missed an important radio anniversary during the short week following the Labor Day holiday. While you were busily working on your plan for the remainder of 2019, a key milestone in radio and TV came and went:
The anniversary of the debut of Imus In The Morning on MSNBC in 1996
As radio historians know, Imus was the wildly successful morning guy on WFAN in New York, resurrecting a checkered, controversial career. On the Fan, Imus combined his ironic humor, character voices, along with real famous guests from sports, showbiz, and especially politics. And it was this last piece that truly resonated with listeners. Because unlike seeing these big names on shows like Meet the Press, the disarming Imus made them more comfortable, giving his audience insight into who these people really were.
Imus ran afoul of NBC in 2007 because of his controversial comments about the Rutgers’ women’s basketball team, ending a successful 11-year run of his morning show broadcast on cable TV. For MSNBC, the incident turned to lemonade when one of the rotating morning shows vying to replace Imus turned out to be Morning Joe, featuring Joe Scarborough and Mika Brzezinski, still going strong, especially in our overheated political environment.
As a radio guy, I was fascinated by Imus on TV from day one. First, the studio looked very sexy. But most intriguing was seeing radio come alive every morning—talent cueing each other, the eye contact, hand signals, and the reactions on Imus’ face to pretty much everything he was hearing and seeing as the show progressed.
At first, I thought the appeal of seeing a big-time radio show every morning on television was merely interesting to people in the radio business. But over time, I realized my fascination was shared by many, especially those getting their first glance at the sheer entertainment value of getting that “backstage” look at how radio works, what Imus and his cast actually looked like, how the show was produced and how it flowed each weekday morning.
Morning Joe became the next iteration of a morning show on MSNBC, incorporating many of the Imus lessons while innovating many of the characteristics of ensemble radio teams. We were fortunate to grab Joe and Mika for our Jacobs Summit in Philly back in 2009. And of course our vision was to give radio programmers and air talent the chance to see how the medium translates to television, while holding on to its morning radio essence.
And now other television hosts are working out of what look a lot like radio studios—CNBC’s Jim Cramer’s Mad Money is a great example.
His show mimics a radio studio (note the “ON-AIR” sign), as well as a sound effects board Cramer uses to accentuate points or play with callers 
over the phone. In many way, Cramer looks and sounds like a financial “shock jock,” arms waving, shouting, ranting, and raving. No doubt about it—Mad Money has a very radio-esque look.
And then there are all the “morning shows on TV,” whether network productions like Today and GMA or the myriad Good Morning, Des Moines shows that dominate television during the hours that were once the sole province of radio.
And yet, most radio personalities are gun-shy about their appearance, as well as the value of having cameras in the studio. We have seen this the past couple years in our AQ study with the “I have a face for radio” agree/disagree statement.
While it’s a tongue-in-cheek question, the fact is, 28% of our respondents (men more than women) agree or agree strongly about their appearance not being ready for prime time. In all fairness to Don Imus or Howard Stern, I think it has nothing to do with looks, and everything to do with curiosity, content, and performance.
Perhaps this is also an offshoot of the reality that video cameras have systematically made their way into many radio stations these past few years. 
Techsurvey data continue to remind us that radio listeners are far more likely to stream video than audio. And video cameras, as well as skilled producers and editors, have made their way into many clusters all over the country.
So, why not go a step further? When I look at some of the impressive download data I’ve seen for daily morning show videos, like the type WMMR’s Preston & Steve (“Daily Rush”) and WRIF’s Dave & Chuck the Freak (“Peep Show”) post every weekday, I have to wonder why more shows aren’t following suit.
There’s nothing especially complicated—just a few cameras in the studio, capturing one of the show’s best moments each morning. And because the entire show is recorded, it begs the question why some haven’t gone the Imus/MSNBC route of providing streaming on on-demand video for the entire show.
And I was encouraged while roaming the halls and attending sessions at the Swissôtel in Chicago last month at Don Anthony’s 31st annual Morning Show Boot Camp. I couldn’t help but notice how well put together many radio personalities are. Here we were at the industry’s conference of on-air talent, and by and large, attendees were not only well-dressed, but many sported a calculated “look.”
Whether it was the Breakfast Club from Power 105.1 in NYC, the “Women’s Forum” where the entire group looked camera-ready, or just on-air people and producers hanging out at Boot Camp, it was impossible not to notice how good everyone looked, and why radio personalities are becoming increasingly cognizant of not just how they sound but how they appear.
At a time when broadcast radio is in need of an update to its traditional recipe, the visual, behind-the-scenes side of radio could change the game for fans and advertisers. It has become less about being a passive listener, and more about experiences—something that’s well within the capability of most radio stations and many of its leading personalities. And let’s not forget the matter of product placement.
This is especially true for so-called daypart personalities, often limited in their ability to show their emotions or humor because of limited time. Now, they have a stage with which to show their talent, their looks, and their visual personas.
Yes, it requires a different level of preparation, new skills, and a focus on different aspects of performance and entertainment. But to continue to be a relevant part of people’s lives and routines, radio may have to reinvent its presence. Video is a powerful tool that only MTV and Vh1 had.
Until now.
Sorry, James Cridland. No lazy Buggles references here to “video saved the radio star.”
But it may, in fact, come true.
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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Radio tried it very early on when webcam streaming became an inexpensive reality. The result was one or two fair-to-good shows, with the rest of the stream being an empty studio with one lit switch on the console for the automation.
It certainly CAN be done today, but studios will need redre$$ing, multi-cams will need to be purcha$ed and positioned (otherwise it’ll look like a 7-11 security image), and importantly, you will need guests the caliber of the “gets” Imus used to have access to. It also doesn’t hurt to have the foundations of a good radio show to begin with.
Stations can and should try it, but not hang every last hope for success on the novelty of a video stream.
You are correct, Alan, and I certainly hope I didn’t imply this can be done on the cheap. Like everything digital expansion available to radio broadcasters, the requiremnt is quality. I would set a high bar, and resist the urge to conclude, “Good enough.” If that’s the best you can do, don’t bother.
Talent development, connection and service all contribute to stronger / profitable radio. Whatever it takes….just do it.
Thanks, Clark!
Off the top of my head, one good example of someone doing this now is Milwaukee’s WTMJ. The video stream is essentially TV-style: a split-screen showing both anchors from different cameras, plus a lower-third (with a headshot) ID’ing a live interviewee and icons for the station, the specific show, and a specific sponsor. There are also studio backdrops that display the station and a different sponsor. During breaks, the studio shot is replaced with looped placeholder video that accompanies the audio ads. This approach might be even more than what Good Karma does for its Sports stations.
https://wtmj.com/watch-live
I had not seen the WTMJ setup. Very cool. We’re seeing a lot of radio-type studios and TV now. I mentioned Jim Cramer’s set in the #TBT blog post. Pat McAfee, Dan Le Batard, and of course, Joe Rogan have a distinct radio feel. Thanks, as always, Eric.