Let's Sound Smart
Written Nov. 25, 2008 by Larry Rosin in Content with 5 Comments
During some recent focus groups I came across one of the oldest radio pet peeves and I have to call the radio-industry out on it.
"You know what I don't get," a woman asked, "how come radio stations will say 'here's the latest from Carrie Underwood' when they are playing a song on an album that came out over a year ago?"
Good question. Why do we insist that we are playing a 'brand new' song when any fan of that artist is entirely aware that the song is not at all new? It's just the latest release into the radio bloodstream of currents - and the listeners usually know that.
Instead, why aren't we having our DJs sound smart? Why aren't they saying: "Here's the fourth hit song to come from Carrie Underwood's 'Carnival Ride' album"?
This is good for the listener - they learn something.
This is good for the station - the DJ will sound like a smart musical tour guide instead of an out-of-touch liner-reader.
And it is good for radio's compadres in the music business - the artist and his or her label - because it would make someone understand how many hits can be found on one album at a time when a full CD is becoming a very discretionary purchase.
Radio's listeners are vastly smarter and more sophisticated than we often give them credit for. Let's show our audiences that our DJs are at least as smart and well-informed as the audience is.
Reader Comments
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With respect, it isn't that the audience is smarter than you give them credit for. They're smarter than you are. The fact that your friendly, nervous consultant has to tenderly present this criticism backed by hearing it in a focus group is proof. Don't just work on "sounding smarter." Radio people have to get smarter. Lesson One. You don't have a monopoly on distributed audio entertainment anymore. Stop acting like it.
Larry--- A virtuoso opinion that ranks right up there with radio's refusal to 'tell me what I'm listening to'. For DECADES, listener focus groups have been telling radio: "Give me the name of the song and the artist" Then came a way to clumsily display that information on some (car) radios, and then the old swag: "Check our WHMC on-line for a complete list of what we play" Radio needs to be more of a steward of the music that they play- rather than just filling up the space between stopsets. Bravo! If we don't start treating the listeners with more respect, we shall be unlikely to stem the tide of their fleeing to more interactive and 'music-consumer friendly' media. Way to suggest a way for radio to sound smarter and connect the dots for the consumer!
Using the Carrie Underwood example cited in Larry Rosin's piece, often the "radio station" single is often "old". With so many outlets such as YouTube and MySpaceMusic for "newer than radio" tracks, often radio air talent gets left behind and misinformed.
Its a different world almost since 45 rpm singles left the retail shelves. Yet radio and records both still live in the past with single releases.
Its time for programming leadership to lead the charge to train air talent to reflect the real world surrounding the artists they play; and with the superstar artists (as well as the up-and-coming) introducing the new songs first.
As an observer in a smaller market, now-consultant Guy Zapoleon, while programming KZZP/Phoenix gave me a lesson on being on the cutting edge. Today's radio appears to be too shy to venture in that direction and plays it too safe.
Sometimes the result is embarrasment, when today's listeners know more.
I don't know what station you were listening to, but i have been doing that kind of info for years.(The 4rth hit from the cd or album is pretty basic for a real radio personality.
This is what consultants get paid to do? Let's see spend the stations $ on a focus group and this is the big take-away? Next time pay me, radio instincts are the best. Here is a novel idea...try listening to your listeners when they call and when you are out, they will tell you what they want....
Amen Larry, and to the comments above.
Tim, I applaud you for doing "that kind of info for years" because it's right on....and it's important now more than ever. However, scan the dial in any market, and you'll find that your kind of "listener geared thinking" is rare. Sad but true.