Competition for your station’s listeners comes from all directions. In years past other stations, CDs & TV were your primary competitors. Today there are countless other media choices ready take your listeners
Right now there are many people using radio, primarily out of habit and convenience. We must give these people more reasons than this in order tokeep them. As these other media sources become more convenient many of your listeners will listen proportionately less. Smart speakers are paving the way for this.
Radio’s success has always been and will always be found in their local content and presentation. Radio needs to put localpersonality development at the top of the priority list. This will be the primary ingredient that keeps radio solvent in the future. The ability of radio stations to maintain survivable audience levels, now and in the future, will be largely dependent on the ability of each personality to connect emotionally with their local audience. This crosses all formatical lines. This does not bode well at allfor many radio stations across the country that are already seeing their audience levels erode because they are not in-line with their consumer’s needs and expectations.
Now is the time to spend the time, energy and money to obtain, growand promoteyour talent and make sure they are interacting with their audience directly in culturally relevant and interesting ways. Eliminate all generic material. I would rather hear your personality talk about changing a flat tire on Main Street last night than another round of “This Date In History” or “Who’s The Biggest Tipper In South Beach.” Dig deep into your local community and you will create deeper relationships with your audience.
Brian Wright is a 30 year radio veteran who has successfully served many companies over the years as Program Director, Operations Manger and VP of programming.
After many years of success working for individual radio stations and clusters, Brian Joined one of the most trusted consulting firms in the country, Audience Development Group.
For the last 15 years Wright has enjoyed building alliances with scores of stations in the US & Canada helping them grow in ratings and revenue.