Broadcasters: There’s Really Only One Path To Sustainable Success

As broadcast companies continue to face challenges from satellite radio, podcasts, online video, and an endless list of disruptive media options, it should be clear that there’s really only one way to put your station on a path to sustainable success. The answer is hiring interesting people and teaching them to be great personalities who can attract and lead a community of passionate fans.

This article from Fred Jacobs underscores the point. Fred says:

Music has become commoditized and ubiquitous, available on umpteen streaming services, as well as on satellite radio, your cable or dish system, and your Bluetooth speaker system. It seems like in recent years, seemingly everyone has become a music radio programmer.

But it’s personalities that have become highly proprietary. They are the difference-makers for so many radio stations. And they’re the reason why more and more companies seek strong, habit-forming personalities, shows, and hosts in dayparts outside of morning drive. It’s also why syndicated talent has become so important in recent years. Anybody can duplicate your music, but its the people behind the mic that are your “secret sauce.

But what about the music? And the format? And promotions? What about our commitment to being local? Each ingredient can have value, but none of these will lead you to sustainable success.

The Path To Sustainable Success

Consider this:

PUR (the number of persons using radio) has declined and continues to shrink. If you don’t believe it, survey random folks under age 35 and ask how often they listen to the radio. Compare that to the industry articles claiming radio reaches 90% of the population every week. You’ll be shocked.

TSL (Time Spent Listening) is plummeting. Not long ago, the average listening time was well over 9 minutes. It’s now 7 and shrinking. Many “strong” stations average as little as three quarter-hours (45 minutes) of listening per week, a fraction of a few years ago. The average tune-in occasion of a non-P1 listener is under three minutes.

What’s Your Specialty? It’s no longer possible to be the source for news/information (that’s online), music (personalized streaming services), and promotions or stunts (YouTube, TikTok, and Mr. Beast capture attention and imagination).

There’s only one path to fix it: to create content nobody else can provide through entertaining, provocative personalities. Jacobs’ research shows why smart broadcasters are investing in talent. Among the top 8 responses, only two have substance. Personalities (61%) and (music (55%). The other reasons (convenience, cost, habits) are not sustainable benefits. You can’t build a brand around those traits.

But wait, there’s more. Here’s how this has been trending in Jacob’s Technology Surveys since 2014.

Listeners seeking music are leaving for playlists without commercials (and talk). Pprogramming legend Lee Abrams says:

As long as there are commercial ads, FM can’t compete with all-music streaming services…But the current function or the air personality is dated…The morning show has become a parody of itself. Other dayparts are often on autopilot…We are in an historic period of change, and the soun and voice of FM must adapt or decline.

I know you’re not going to cut the commercial load, but can you at least get talent that can hold an audience through those commercials?

Next Steps

Here’s what smart broadcasters should be doing now:

Invest In Personalities. Your format alone will not win. You may beat other radio stations, but what have you “won?” The battle is for audience attention, not radio share.  Invest in shows that can command an audience, starting with a dynamic morning show. But don’t ignore other time slots. Why wouldn’t you want to create compelling, unique reasons to listen 24 hours a day?

Train Talent. If there are talented folks on the staff, train them. Coach them to become proficient in the art of personality radio. If they’re not gifted enough to be a difference-maker, eliminate them. The audience will not miss them. Hire interesting people who are capable of attracting listeners. Invest in high-leverage assets that can lead you forward.

Break The Rules. Shake things up! Nobody becomes great by staying in a comfort zone. Don’t be reckless, but take some chances. That’s going to require taking off the on-air training wheels. Revolutionary new ideas may fail, but rewards go to the creatively bold.

Hire A Coach. It’s self-serving, but you should hire us to develop a plan, work with talent, and help your management team get the most out of personalities. Contact us.

Conclusion

A veteran program director said his company wants a competitive morning show on their station that tries to compete with a signal that reaches about half of the metro. However, they will not hire a cohost to pair with an aging, dated personality who won’t listen to the PD’s advice. There’s no budget for a producer or phone screener. Marketing is a no-go. No money. This company wants to succeed but is unwilling to do what it takes to be successful.

The trends are clear. The best time to invest in personalities was 10 years ago. The second best time is now.

Get in a position to succeed by hiring difference-making personalities that deliver unique performances that can’t be duplicated.