Radio Myths & Facts ...

When people ask what business I'm in and I say, "Radio," often the comeback is, "Cool, so what else do you do?" Yep, as if what I do is a hobby. It makes me laugh and is a reminder that the average person can't conceptualize exactly what the radio business does other than play music or talk. To be politically correct with all the new platforms, I should refer to our business as audio/visual media.

Whenever I get "so what else do you do" responses it reminds me of old radio myths lingering around the industry and the perceptions of the listeners. Seriously, think about it: When you were in grade school, did you think the air personalities and/or the musicians lived at the station? Come on, admit it, don't feel bad.

With new technology and social media, it makes me feel good to find out some people still call local stations to speak to the personalities who are beamed in via syndication; board-ops for various national shows have told me some folks are hard to convince that Ryan Seacrest, Zach Sang, Steve Harvey, Delilah, and Tom Joyner are not physically at their stations.

After talking and laughing with several of my radio friends, I made a myth versus facts 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 television 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 a song a lot is no different than an advertiser buying a heavy commercial schedule 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-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; marketing. You have to consistently and often make sure the existing cume know who they are listening to.

Myth 5: The request lines, Twitter, Instagram, Facebook, and Snapchat are the complete conscience of the entire listening audience.

Fact: Request lines represent 3-6% of the listening audience for any station. Add in social media and it still does not represent most listeners for a station. None of these areas should ever be the sole reason for what you do; they are only a part of the equation. It's 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 the 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 several years of learning and applying acquired skills to effectively do a morning show. It takes a combination of human observation, knowing the music of the format, timing, the ability to project your personal side, and present on-air in a concise and entertaining fashion. It also takes time to learn how to 'Wake Listeners Up' and not simultaneously wake up with them on the air; you must appear in full control of your faculties when the mic is on.

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 are usually 8:30a to 5p. Hard to believe, but there are still listeners over the age of consent who do not realize radio is a business. However, with the latest FCC mandates indicating broadcasters no longer have to work in a 'brick and mortar' situation, this may affect the afore mentioned traditional business hours.

Myth 10: All announcers have big 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. Some staffs have as many women on air as men.

Conclusion

These days, like much of society, many radio/audio media professionals walk around believing things because it was on social media or somewhere on the Internet. Do yourself a favor and make sure what you've heard has a basis in fact and is not just another myth perpetuated by an uninformed listener or misinformed radio type.

Meanwhile, off-air, continue to explain to listeners 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 licensed by the Federal Communications Commission AKA FCC. Myths and reality make for great discussions; always remember facts can evolve.