In yesterday’s post, we talked about the importance of visuals in social media.
So today, we’re going to focus on their value on the radio. One of the best stories about video innovation in radio isn’t happening in New York, L.A., or Dallas. It’s been a part of the Oasis cluster in Fort Wayne for several years now.
GM Phil Becker is the guy leading the way on Hot 107.9, owned by Oasis Radio Group. He’s now the GM of the cluster, but comes out of programming. We interfaced several years ago when Phil was programming in Buffalo.
You may have read the recent news item in which Phil’s prodigy, Brooke Taylor, recently made the leap from Hot 107.9 to anchoring the night show at Radio Disney. Part of Brooke’s progression as a media talent comes from Becker’s policy to use video extensively at the station.
I tracked Phil down last week to ask him a few questions about the importance of video and visuals at his station, and I think you’ll find his responses of value as many of you brand managers, digital directors, and DJs rethink some of the “givens” that radio has been built on for decades:
FJ: What got you going on the video front – did you see research, intuit it, or was it a combination of other factors that told you that video would be important for your brand?
Becker: Our focus on video was not rooted in research. It was simply based on being observant mixed with a healthy dose of common sense. The radio industry spews the sentence “content is king,” yet they oftentimes don’t really act on it. Most of the content that radio puts out is solely audio, and the majority of that audio is just recycled clips of over the air broadcasts.
If we really are in the content business, shouldn’t it be unique, media rich content? Regardless of your product, video adds to growing that brand. It defines much deeper who you are, how you are, and what you are truly about.
FJ: Some managers might argue that web video and related activities don’t really impact ratings or maybe even revenue. How would you counter that?
Becker: Those are the managers that are holding our profession back. They are the same managers that ignored streaming 15 years ago (or) discounted social media 10 years ago and still believe that sending out email newsletters is an effective way to market their stations and clients.
Unless someone has a bad interaction with your brand’s video content, I can’t see a way that it would hurt your listening occasions or station recall. While I can’t speak for everyone, I’d be happy to trade revenues with YouTube.
FJ: Some jocks might argue that radio is “theater of the mind” and the video is highly overrated. How do you respond to that?
Becker: Radio is no longer theater of the mind. If you want theater of the mind, read a book. The radio is now one of the delivery methods of your brand to both listeners and advertisers.
Audio, video, and the emerging popularity of micro-video content is part of the daily responsibilities of a Program Director in 2014. In fact, years ago I removed the P.D. title from our company as I felt strongly that a Content Director is a more accurate description of how the profession has evolved.
FJ: Some might argue that all of this equipment costs a lot of money at a time when budgets are very tight. What type of cap ex investments have you made for video and has it paid off?
Becker: As with all electronics the expense of them is cheaper than ever. For less than cost of a “direct mail” campaign you can build a decent video set up.
However, the challenge is not in finding the cap ex investment; it is in finding team members with the skill set to articulate your brand essence visually. Once you do this this, then the payoff begins. We have seen benefits not only monetarily but also for the betterment of our brand equity and employee development. Oasis Radio Group, and soon to be Adams Radio Group, staffers are trained, and polished for on mic and on camera work.
FJ: You are not a major market station but many major market stations aren’t doing anything close to what your station is doing. What would you tell them?
Becker: I think this comes from the fact that many major markets are being asked to focus on different initiatives and corporate strategies that may not include video. On top of that, many major market PDs and GMs didn’t come up at a time when video was of much importance to radio…therefore, they may not know what is needed, where to begin, who to hire, what to look for, etc.
In addition, doing video at our level requires a lot of work with a staff that can support it. You can’t shoot a video with jocks that are tracked in from another market.
FJ: Talk about the video series, “The Station” – what it was, why you did it, why it worked.
Becker: “The Station” was our satirical look behind the mic of our three stations. The real purpose behind it was to give our super fans advance exposure of station promotions.
For example, if I knew that we would have a car giveaway coming up on the air, we did an episode about that that our fans could see in advance of it coming on the air. It also gave us a platform where we now had additional time to explain the promotion details and offer our clients more of a product placement approach.
The added benefit was that it allowed us to form deeper relationships between our air talent and listeners. I’ve never meet a listener who felt compelled to tell me how much fun they had trying to be “caller #9.” However, I’ve meet several who feel in love with our brands because of how we took down the curtain and used a technology that allowed us to tell a story and we didn’t have to worry about doing it in 5 seconds or less.
Video matters to radio, as we’ve seen in the research and also this great example from a station in market #109. We can look at new platforms for radio as an obligation or as an opportunity that provide stronger fan connections, as well as avenues to generate additional revenue, now and down the road.
From webcams to web video to Instagram to listener-generated video content, radio has an amazing avenue for growth and fan engagement.
Guys like Becker are showing us you don’t have to be in New York or L.A. to make it work.
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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This is excellent – I love this guy’s attitude about the old school complaints of why Radio can’t or shouldn’t do media beyond the “measureable & monetizable” radio broadcast.
I watched a few vids on their instagram and already feel connected to the personalities. :15 on instagram has way more personality than a :15 call letters, back sell, sponsor, front sell radio break. Ice cracks me up!
great stuff from a staff that obviously understands the medium.
https://instagram.com/hot1079
Thanks for sharing Fred – a great example!
Thanks, Jeff. The little videos are very well done & very expressive. Loving that Cooking With Caden. Appreciate the comment and perspective.
Love Phil’s passion and commitment to technology and his out of the box radio thinking. Maybe I missed something. I was excited to see his video use, but on the homepage of Hot 107.9 there is no button or link to any station video or YouTube. Same is true on the station app. Perhaps if I was registered as a “Super Fan” I might get the link to the video? Just curious.
Good question – the Instagram account is loaded. Maybe he should redo their app. 🙂 Thanks, Lee.
Lee,
Thanks for the note and comment.
We are in the middle of working on something special that will allow for all of our video to be located in one “hub” location.
Until then here are some examples of our work. Thank you!
Phil Becker
https://www.youtube.com/user/HOT1079online/videos
Phil, thanks for these and for being a great example of what radio needs to do more of. We got a great response to your blog post.
I just got hired at a new station and they want me to pioneer using more video for their brand. I’m an on-air personality, but am also very excited to get some video of the great personalities they have out to the audience. I want to bring this mid-market station to the level this station has done. Very motivating!
Glad to hear the Ft. Wayne story has influenced you. Thanks for letting us know and keep us updated on your progress.