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10 Radio Myths ...
April 30, 2019
Have an opinion? Add your comment below. When asked what business I'm in and I say, "Radio," often the comeback is, "Cool, so what else do you do?" They say it as if radio is one of my hobbies. It's a reminder the average person can't conceptualize what the radio business does other than talk, play music and air commercials. For political correctness with new platforms, I will refer to our business as radio and audio/visual media
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When asked what business I'm in and I say, "Radio," often the comeback is, "Cool, so what else do you do?" They say it as if radio is one of my hobbies. It's a reminder the average person can't conceptualize what the radio business does other than talk, play music and air commercials. For political correctness with new platforms, I will refer to our business as radio and audio/visual media.
The "So what else do you do" reminds me of old radio myths around the industry and the perceptions of listeners. Seriously, think about it: When you were young, did you think the air personalities and the musicians lived at the station? Come on, admit it, don't feel bad. One time as a kid after a St. Louis Cardinal baseball game, I tried to call play-by-play legend Jack Buck. I heard the post-game show and thought he had returned to KMOX with the player for the interview. Duh on both my assumptions.
After talking and laughing with several of my radio friends, I made a myth-vs.-fact list.
Myth 1: Top of the Hour -- Listeners tune in at the very top of each hour.
Fact: The top-of-the-hour thing is a TV program or potentially a specialty radio thing, such as a countdown show. Listeners tune in at various times of the hour.
Myth 2: Listeners want more uptempo songs.
Fact: Folks listen for hit music. Many personalities still get it in their heads that tempo is the most important thing listeners care about. I can remember catching my morning crew dropping mid-tempo and ballads because they thought their show needed more energy. Play the perceived hits and the audience will love you for it ... regardless of tempo.
Myth 3: The more variety of artists and music played, the longer people listen. Stations play the same songs too much.
Fact: People tune in because of the format you market. No surprises ... give them what they expect in a rotation that will expose them as often as research dictates. Playing perceived hit songs with frequency is no different than an advertiser buying a heavy commercial schedule for impressions to expose their product. You want to be the go-to place for listeners to hear songs they like; there are numerous new sources to hear music, keep your station at the top of the mind awareness.
Perceived hit songs are the ones that are vetted through the proper interpretation of research, streaming statistics, downloads, sales, video airplay and feel for the marketplace.
Myth 4: Thanks to Nielsen's PPM (Portable People Meters), commercial radio doesn't have to identify itself by call letters and dial position as much anymore.
Fact: For those stations in PPM markets, that's true based on how measurement is recorded through assigned individual station inaudible codes transmitted and read by meters. When PPM initially started, too many programmers let the technology outweigh human connection. The simplest form of marketing is frequently identifying your station to the audience and cume to come.
Myth 5: The request lines, Twitter, Instagram, Facebook, and Snapchat are the complete conscience of the entire listening audience.
Fact: Even with factoring all the above, it doesn't represent most listeners; the audience majority never communicates with any audio/visual platforms. I'll go a step further: Hard to believe, but there are still many in this country who are not connected to the Internet or own a smartphone.
Myth 6: Midday is the best shift to feature female announcers.
Fact: A good announcer is a good announcer, regardless of gender. There was a time in our business when women were considered best suited for middays. These days, women hold down top-rated shifts in all dayparts,from AM drive and throughout the day.
Myth 7: Program Directors do nothing but program music and work with the air staff.
Fact: At one time, that was true. However, radio has become an industry in which PDs have become managers; they deal with business managers, budgets, website management, community relations, the air staff, engineering, marketing and sales department objectives, etc. Working knowledge of all departments is important.
Myth 8: Morning air personalities just seem to know what to do.
Fact: It takes years of learning and applying acquired skills to effectively do a morning show. It's a combination of human observation, knowing the music, timing, the ability to project your personal side, and present on-air in a concise and entertaining fashion. It takes time to learn how to 'Wake Listeners Up' and not wake up with them on the air.
Myth 9: Radio stations are open 24 hours a day, seven days a week
Fact: Radio is an abstract concept. There is a business office and other assorted persons; business hours usually are 8:30a to 5p. In general a lot of listeners don't think of radio as a business. However, with FCC mandates indicating broadcasters no longer must work in 'brick and mortar' situations, it may affect traditional business hours.
Myth 10: All announcers have deep voices.
Fact: Much of the industry was once geared towards deep-voiced males. It's about projecting one's self, not about depth or voice range. It's how you come across to the audience. Even people with deep voices need to be trained. The most important thing is how you use your voice. Besides that, in 2019 air staffs have as many women on-air as men.
Conclusion
These days, like much of society, many radio and audio media professionals walk around believing what they hear or see on the Internet. Make sure what you've heard has a basis in fact and is not another myth from a misinformed radio or related platform professional.
One more thing: Continue to explain the difference between a DJ and a commercial radio air personality; one works in a club or for a mobile DJ service and the other works in a studio or location transmitted and is licensed by the Federal Communications Commission (FCC).
Radio myths make for great discussions and a lot of "What were we thinking?"
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