The Most Influential Person In Radio, Again
Written Nov. 30, 2008 by Sean Ross in Content with 4 Comments
In the mid-to-late '60s, it was easy to identify Bill Drake as the single most influential figure in radio programming. By forcing the most possible content into the least possible space, Drake, who died yesterday at 71, didn't just change the sound of radio at the time, but set the agenda for the next 25 years of radio programming development. When Buzz Bennett became the most influential man in radio programming theory for a time in the '70s, it was by further streamlining and intensifying Drake's formula. When Scott Shannon assumed that mantle in the '80s, it was in part by referencing Drake's showmanship -- a debt he has always acknowledged freely.
Somewhere in the early '90s, the notion of trying-to-say-the-most-in-the-least-amount-of-time lost its currency with many programmers, propelled by the market-after-market ascent of Howard Stern. By the end of the decade, the free-thinking PD would brag that he had actually encouraged his morning show to talk more, or get rid of those dumb ol' records that weren't as good as their content, 'cause, hey, anybody could play music.
During that time, Drake enjoyed a comeback helping programmers, some of them his original protégés, build Oldies stations that channeled the sound of his '60s Top 40 powerhouses. But in recent years, you couldn't quote Drake in a radio station conference room and be certain that every person present would know who you were talking about. Equally dismaying, for the last decade, it's been hard to say who the most influential person in radio programming was. Radio's streamlining continues through this fall's daily layoffs, but anybody who tells you that it's in the service of programmers, not bankers or analysts, is merely putting a brave face on things.
At least one of my more cynical counterparts is likely to look at Drake's passing during radio's lowest time in many years and declare the end of two eras. I would instead refer readers to the changes that have taken place in the last year since the first PPM ratings results came back. All it took was a few months of results from two markets and programmers were jolted back to the realization that trying to cover the most possible content in the least amount of time wasn't such a quaint notion after all.
So not every programmer in 2008 might be a Drake disciple, or be able to channel him effectively. Few will have talent who can deliver a Real Don Steele or Robert W. Morgan-level content in short blasts. But many have already found themselves brought back to his programming fundamentals. And until somebody else steps in to fill the void, that makes Bill Drake the most influential person in radio programming, again.
Reader Comments
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Well, whereas I am sorry to hear that he had passed away, with all due respect, I would not exactly say that Drake's contributions to the effect of "more info in less time" were a boon to radio.
One cannot help but think of one of the earliest examples of the Drake format, Windsor, Ontario's CKLW, the Big 8. Dealing with CanCon and the overall lower percentile of worthwhile adds to their Big 30 each week was more than enough to handle in one setting.
But on top of that, there was the ongoing frantic scream of "Calls! Time!! Temperature!!!" and usually nothing else except occasional reference to some station promotion and almost invariably NO mention of title or artist that used to drive me bats. I didn't like it then, and four decades of hindsight have done little to alter that conclusion.
What was especially disconcerting was the frantic build up with jingles and screaming calls, leading to the anticipation of some sort of upbeat anthem of epic proportions (and at that point, "Did You See Her Eyes" or "Footstompin' Music" would have done just fine), only to have it segue into some dirge tempo drivel like "Wildflower" or "Angie Baby".
Again, whereas I am sorry to hear of Drake's passing, and do indeed extend my sympathies to his family, in terms of contributions to radio, Drake's format did the concept of AM top 40 a tremendous injustice. Little wonder I continue to mourn the loss of the far more inventive WKNR Keener 13 nearly 37 years after the fact.
I would venture to say that at least 80% of everything done on the radio now originated with him 40 years ago. That's pretty staggering.
I was the last jock hired at CKLW by Drake/Chenault before the forced sale and when I was at OR-fm in NYC I finally got to meet him.
In the elevator going from the street to the station. Two floors, a star struck kid stumbling with the, "Hi Mr. Drake, I'm China Blue, one of your jocks here. I'm on tonight and I'm a huge fan of yours." Awkward pause...
Then a handshake and smile. And then the elevator door opened and he was gone. I remember he was friendly, hearing the voice of the ID's with my "And now ladies & Gentlemen" name in them right next to me. And that I was as tall as he was.
My memories of all those yeasr and that moment now... Like Mastercard. Priceless.
Bill Drake had a great idea! I've lived long enough to have heard the Drake approach, The Storz approach, the MacClindon approach, The Rook approach, listened to Lujack, often, I now and always love big voiced male jocks...and fast paced radio, forward focused...snappy, happening radio executed flawlessly. Bill Drake assumed that music was the real star and cut the chatter! Now my perfect station would be big voiced jocks...snappy approach...personality...and short rap no more than 20 seconds...get in...get out...play the music!
So yes...Bill Drake had a great idea! We honor his work and the body of influence that he left to us...rest well old friend...we'll miss you!
Heaven's got a hell of a band...and some great jocks...rock on!
Ralph
I just read the news of Bill Drake's passing in Sean's "2008: The Best Of You" column. I have always thought the most significant radio experience of my life was in 1978 when I heard Bill Drake narrating that year's version of "The History of Rock & Roll". I was 9 year old and as soon as I realized what was going on I started recording as much of it as I could on my dad's reel to reel deck (although significant hours were missed during the overnight hours.) The Beatles section still gives me chills when I remember Bill saying "shortly after the release of 'The Long and Winding Road' Paul McCartney stunned Beatles fans. He announced that he was quitting the group and a few weeks later [dramatic pause] The Beatles officially broke up." [background Percy Faith strings version of 'Michelle' then reaches a dramatic cresendo.]
I thank Mr. Drake for the soundtrack of my youth.
- bill at kwk106.com