IN WHICH I REPEAT MYSELF, BECAUSE RADIO IS REPEATING ITSELF
More of why some of the folks running terrestrial radio in America do not understand what is happening to them, in the big Jack-FM article in the New York Times today:
- But program directors and analysts say the voice-over identities are better than D.J.'s at making stations memorable to listeners when they fill out quarterly audience surveys.
And though the Jack figures may not be real people, they do have personalities - sort of. "If we do our jobs well," said Rob Barnett, the president of programming for Infinity Broadcasting, which has nine Jack stations, "then Jack is a persona that is dedicated to having fun, both at the sometimes uptight nature of radio programming, and having fun with popular culture."
At WCBS, Jack is a voice of sarcasm and ennui, mostly untouched by current events; he does not identify songs, read news or give traffic or weather reports. In a self-deprecating shrug of a tone, he plugs the station constantly ("It's like an iPod, only the batteries never run out") and now and then spouts a politically incorrect remark ("Maybe if you stopped saying 'I don't speak English,' you'd understand me").
Canned "personality," playing music and plugging the station. That's it. Nothing local, nothing different, the same, pretty much, in every city. (We get two here, 93.1 from L.A. and 100.7 from San Diego, with different ownership but the same everything else, and they are indistinguishable)
- When a new Jack or Bob or Mike station enters a market, there tends to be a spike in ratings. But according to a new study by the ratings service Arbitron and Edison Media Research, Jack and Bob face two problematic trends. At many such stations the audience size has diminished as the novelty of the format wears off, and the time each person spends listening to the station - an important statistic for advertisers - is fairly low, suggesting that people tune in for the fun of the songs but tune out in a short time for what other stations offer: on-air personalities and local news, perhaps.
"What you end up with is a lifeless station," said Robert Unmacht, a consultant at iN3 Partners in Nashville.
Yeah, and a jukebox at that. Later in the article, quoting "Jack"'s shot back at criticism from New York's Mayor Bloomberg, there's the phrase "It's just music." Exactly, and that's the problem. If I want music, I have hundreds of choices, and, frankly, many are better than terrestrial radio. There's my iPod, with everything from the Futureheads to the O'Jays, from the Buzzcocks to Major Lance. There's satellite radio, with a channel for everyone, but commercial-free. There's Internet streaming, through which I can find countless unique formats and stations from overseas, many sans commercials. And there are dozens of other choices on the terrestrial FM dial. It's all "just music," and "Jack-FM" is just another version of same, only one designed to play a song I won't like at least every third song (as I've pointed out before, that's usually a Phil Collins song).
How is that a wise long-term business decision?
Again, here's some learnin' for the radio people out there: the only thing you have as a strategic advantage over iPods and streaming and satellite is your ability to sign up and develop local personalities. The only way that happens is if you let them talk. That can be talk radio of the political variety, or the "FM Talk" guy-talk I helped invent, or talk for women or talk about pop culture or sports talk. It can also be music radio with hosts who talk about the music and what's going on in town and whatever else they see fit to discuss- morning shows all day, or just strong hosts. Whatever you do, it makes more sense to provide what your competition can't provide, and the only unduplicatable thing you have is personality. A detached voice done by Howard Cogan in a Toronto studio reading liner cards is duplicatable- anyone can crank out self-deprecating liners and have a guy with a flat delivery read them. You can't duplicate a strong local personality. Yet I go to some markets like Tampa and damned if I can find any really local talent. It's all syndication or jukeboxes.
I hate repeating myself, but this shouldn't be difficult. You can do better than imitating an iPod. You have to do better.
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