CRS In Action: The Hidden Demo

The Hidden Demo

The burning question of the hour: What do people come to radio for today? What can radio do that other media outlets can’t do? The answer was simply put by DMR/INTERACTIVE's DOUG SMITH, one of today's (2/15) panelists at COUNTRY RADIO SEMINAR (CRS) in NASHVILLE. “We need to give younger listeners that reason to tune in," he said.

SMITH went on to tell CRS attendees at “The Hidden Demo” panel about how his 15-year-old daughter wanted to come to NASHVILLE with friends for a trip to meet a YOUTUBE star. In response, ALPHA MEDIA’s SCOTT MAHALICK shared that he believes radio needs to encourage its talent to do a better job of engaging younger demos, explaining, “Your daughter is going to YOUTUBE, because she’s being entertained. If we’re not delivering good talent, where will we be?”

Luckily, radio is still in the lead. As NIELSEN AUDIO’s JON MILLER noted, there are 18.3 million people aged 18-34 listening to Country radio each week. And, there’s more good news: radio remains the dominant medium in the car. 

Finding talent can be stressful. It can be difficult. But, as moderator and Country radio veteran BRUCE LOGAN shared, “Great talent can come from anywhere.” SMITH supported this statement by reminding attendees that social media is a great pool in which to go fishing for talent.

MAHALICK went on to give the crowd some tips about approaching potential talent on social media outlets. He encouraged attendees to look at hashtags and their own markets where there could be potential stars that are leaders in the community. “I do it all the time; I connect with them. I direct message them," he explained. "Next thing you know, they’re on the air, and you’re in business."

As one attendee brought up to the panelists a concern about conservative bosses and/or owners. How can you possibly open their minds to approach these potential talents, he wondered. “This is a way for us to use them to endorse our brand and use it in the community,” answered MAHALICK. “Reverse the way you’re going at it. You want engagement, and you want these talents involved. You can all help each other.”

SMITH concluded the panel discussion with a challenge to the room, saying that in radio today, if you do what you’ve always done, you won’t get the same results as you used to.

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