Radio's Red Forehead Syndrome
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I carry an image of radio industry executives with large red spots on their foreheads created from slapping themselves after multiple "doh" moments. The latest RFS (Red Forehead Syndrome) outbreak comes from two items exhibited by separate organizations. One is NAB's newest attempt at showing the radio industry it has a grip on the simple fact that radio station managers need inspiration (more on this later); the second, a report from a consultant firm.
Let's first cover the incredibly accurate (and terribly late) report from the consultant firm Alan Burns & Associates. Titled "What Does Music Radio Communicate When It’s Not Playing Music? Is it talking to its audience?," this 1,500-word report illustrates radio's exact problem. The radio industry has stopped talking about items that interest its audience. Read the report. I have confidence you'll agree (even without reading the report) that the answer to "What Does Radio communicate..." is "not much."
Only, what were consultants telling their client stations to do between 2000 and 2008? (And I'd like very much if Mr. Burns would respond to this question. Reach me here.)
Here is the crux of this report's finding: "Music radio dominantly talks to the audience about radio, rather than about the audience or about music."
Reading this, it's not hard to picture radio general managers slapping their foreheads with a "doh." The next thing easy to imagine would be adjustments in radio's programming to rectify this ailment, just don't hold your breath.
This is hardly a "Ground-Breaking Study," as the headline at the Alan Burns & Associates web site indicates. Fact is, you didn't need to "study" this aspect of the radio industry to draw a similar conclusion. Turn up the sound on any radio station. It is apparent within twenty mintues that any words coming from radio speakers have nothing to do with the audience. Call letters, station promotions, "go to our web site," and celebrity gossip are nearly all that's heard beyond a weather and traffic report.
It's been so long since the radio industry supported newsrooms that you can no longer classify local news as an item spoken about when a mike switch is open.
Again, let's go back to that question of "what were consultants telling their client stations to do between 2000 and 2008?" That is of importance because it shows how these industry leaders failed, miserably, in giving proper guidance. Today they don't have ideas about correcting the situation - only that it's a situation needing to be corrected.
Hint: Let the other person find out who you are. They'll remember it longer. If a radio station's comments are only about itself, it's like being stuck at a party with a person who is infatuated with their own accomplishments and wants to make sure you know about them.
No, Mr. Burns. Your report would have been valuable had it been published years ago, and if you pushed your clients to avoid the obvious problems egomaniacal actions cause. That is what radio has demonstrated in its relationship with the audience - an exhibition of ego without precedence.
Now, about that other item causing RFS (Red Foredhead Syndrome). Have you heard that NAB is soliciting comments from radio stations on "What's Working for You?" In case the new management team at NAB has missed the headlines lately, let's fill in the blanks. Nothing is working - because nothing is being tried.
Do I have any takers to put a few bucks on the board that the following will be among the very few responses NAB will receive from this inane request? "We provided extensive coversage of the last bout with bad weather," or "Our station had a successful 'Coats for Kids' campaign that clothed x-number children in our city."
Here are the items listed at the NAB "What's Working for You?" page: Have you come up with innovative ways of bringing in new revenue? Found a way to prevent layoffs? Have you discovered a unique way to keep costs down? Are you finding new opportunities using the power of technology?
Besides being as effective as the "Radio 2020" initiative, this newest call for clues will show the NAB it doesn't understand the internet. It's destined to receive a paltry number of responses for a couple of reasons. 1) On the station level, nothing is being done that's "new." 2) The only thing going on in the radio industry is finger-pointing at the bad economy.
If there was anything at all in any of these categories, we'd have already read about it in the radio industry trade publications, a term loosely used to describe a selection of web sites that perpetuate the status quo. I'll hold up a recent Inside Radio report by "analyst" Jim Boyle as a comedic attempt to pacify and sooth. Read his assessment, but let me give you a sampling first so you can prepare: "Revenues were significantly better than May’s 26% plunge, as June was merely down 21%." Things are getting better. See. It's headlined in this Clear Channel-owned publication, and consultants are starting to discuss that radio isn't serving the public.
Radio is past the point where people need to point out that stations are not speaking to the audience but at them.
Radio, long ago, stopped providing "new" ideas that work. It's electing instead to fire employees as a way of keeping costs down, plus selling holes on its web sites as "new revenue." As for "using the power of technology," here's a flash. Even when technological solutions are offered, the radio industry ignores them. Besides Hip Cricket, what technological innovation has permeated the radio industry? Better yet, what technological innovation started within the radio industry?
A solution to the dilemma that radio leaders find themselves in is simple. Stop doing things the way you've been doing them. Take a chance. Give youth the ability to create. And, this is the most important one, expect failure on some ideas. That's why God created persistence.
Red Forehead Syndrome is sweeping through the radio industry, and it's not going to stop until current leaders step aside to let people with ideas get control.
Perhaps Homer Simpson will lend radio leaders his thoughts. Hey, we have a CEO opening at NAB! Homer... Homer? You busy?
"Doh," that's right. He has a job.
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