Radio’s unique strength
Dick Taylor is a friend I’ve never met. It happens, especially because I’m on the road so much.
I read Dick’s blog as often as I can, and he asked a question a while ago that intrigued me: “What can Radio do that other media can’t?”
Here’s what came to me:
Engage the mind, spark the imagination, unlock old memories and the emotion connected with them.
Video, if done well, allows us to see what the creator sees. But, it is rarely the same image we would have seen if we would’ve pictured it in our minds.
That’s why, when we hear a voice, it rarely fits the actual person speaking, at least to us, because we’ve already imagined what that voice must look like.
Writing can be incredibly engaging, but it seems fewer and fewer allow themselves the uninterrupted time to allow for character and story development to do their work.
Only radio has the power to use sound and words alone to literally paint images in the brains of those who listen, and because listening is often done while alone. the engagement is intensely and uniquely personal.
No two people listening see exactly the same images.
And while the very best radio talent will help us feel, and feel deeply, each listener’s emotional response is personal because each of us has experienced life just differently enough to make it so.
Words, carefully chosen; the timbre of each voice delivering those words; pauses to draw listeners closer; ambient sound that can help paint a scene; music, which uniquely communicates the inexpressible…
these are your tools.
This is what makes personal human connection possible and deepens the experience of listening to you.
How many of your tools do you use?
How often do you offer something no other medium can?
How often do you create content that no one else your listeners can hear today can?
That’s the goal, isn’t it?
Doug is a former Major Market award winning Program Director of the Year. He was VP of Programming for one of the first large consolidated radio companies before leaving to open his consultancy. He works with most of the largest media companies in the world but, uniquely, he consults every adult format, including News/Talk, where his stations have won the distinguished Edward R. Murrow Award for excellence in journalism. Doug helped NOSTALGIE, an OLDIES-based station in Paris, become the fastest-growing radio station in French history. His American clients include one you can hear this week, MIX 92.9
Also uniquely, Doug limits his client list to 8 per year so that each gets virtually unlimited market access. Doug is a former missionary kid, has been married to his wife, Shannon, for 38 years, and has one adult son and a wheaten terrier dog, all of whom currently live in Denver.
You can learn more about Doug, his philosophy and his clients HERE.