10 Questions with ... Randall Bloomquist

BRIEF CAREER SYNOPSIS:

• Washington Bureau Chief, Radio and Records
• Program Director, WBT/Charlotte
• Dir. of AM Operations, WRVA and WRNL/Richmond
• Program Director, WMAL/Washington
• Program Director, WGST/Atlanta-Atlanta Braves Radio Network-Georgia News Network-Total Traffic Network

1. For what reasons are you optimistic about radio right now?

Rumors of radio’s demise have been greatly exaggerated.  Despite competition from a plethora of new media, broadcast radio continues to inform, entertain and influence virtually every American. In two recent surveys, more than 90% of respondents said they had heard the radio at least once in the past week.  Local and national talk personalities shape the political debate, sports talkers cause coaches to get fired, and music radio is still a cog in the star-maker machinery. Radio is free, mobile and simple, which makes it the best medium -- new or old -- for disseminating information with immediacy and consistency.  Just ask the folks who were in New Orleans after Katrina.   These are tough times, no question -- but look at all the talk stations that are not only making money, but are part of the fabric of life in their markets in a way that no other media outlet can replicate -- WSB/Atlanta, WBT/Charlotte, KFI/Los Angeles, WLW/Cincinnati, KGO/San Francisco, WHAS/Louisville.  I could go on for an hour.

Of course, we're not at the End of History for radio. I suspect the AM band will thin-out over the next ten to fifteen years with the surviving stations featuring ethnic and other niche programming.  During that same period, FM will transform into something akin to the current AM band, dominated by spoken-word stations.  At some point, wi-fi will take its place as a major audio delivery system. That will allow just about anyone to broadcast a talk show. But regardless of the platform, the winners will always be those personalities who are able to effectively deliver compelling content and create an intimate relationship with their community -- whether that community is defined by geography, shared belief or niche interest.

2. Conversely, what are your biggest concerns about radio?

You mean besides the devastating impact of the recession and the industry's debt crisis?

I'm afraid we've taken our eye off the ball. Just as Detroit forgot the "car" part of the car business, we started taking our listeners for granted. We began to make programming decisions without taking the audience into consideration.  I think this problem was compounded by concern about New Media.  Somewhere along the line, legitimate thoughtfulness about radio's digital future turned into a panic that further drained resources and attention from what was coming out of the speakers. As a result, the audio programming we're furiously trying to get onto digital platforms has often been degraded.  Seriously -- what good does it do to get your all-syndicated station on I Heart Radio? 

3. You've developed a lot of talent over the years; what are the most significant things a fledgling talk show host needs to know about the format and the job before heading down the road to being a talker?

First-off, they need to know that talk radio isn't about changing the world -- its about creating compelling programming that will attract both listeners and advertisers. Next, they need to truly understand the importance of authenticity -- of bringing their true self to the show.  Every successful talk host is different from every other successful talk host.  That's because their shows spring from their unique minds and personalities. Finally, would-be talkers need to know that being a radio talk show host is absolutely the hardest job in show business. I've seen more than one music radio transplant stumble under the demands of prepping for a talk show or having to talk for 38 minutes every hour.

4. Talk radio is often cited as a contributing factor -- maybe the primary factor -- in what is alleged to be a coarsening or lowering of the political discourse in America in recent years. Do you think that's the case? Does talk radio have a responsibility to be civil?

Talk radio's critics need to check their premise.  American politics and debate have always been rough-and-tumble.  In fact, it's probably more genteel today than at any time in our history.  Eighteenth century political campaigns were full of mud-slinging, often by partisan pamphleteers.  Andrew Jackson spent much of his Presidency distracted by a sex scandal involving a member of his cabinet.  Theodore Roosevelt publicly referred to an opponent as "that blue-rumped baboon." Even the sainted Jimmy Carter announced that he would "whip Ted Kennedy's ass."  Talk radio has simply replaced the tavern or the living room as the place where Americans talk politics in their traditional candid manner.  That said, I do think hosts have an obligation to be truthful -- to support their positions with facts and to challenge questionable assertions made by guests or callers.

5. What makes a good talk radio show? What are you listening to for pleasure these days?

The DNA of a great show consists of two interwoven strands -- excellent content and compelling personality.  Without both strands, a show will be mediocre at best.  One of my current favorites is Mayhem in the A.M. on 790 The Zone (WQXI-AM) here in Atlanta.  I'm a very casual sports fan, but Mayhem is a great example of sports-talk as guy-talk. Hosts Steak Shapiro, Nick Cellini and Chris Dimino obviously love what they are doing and the show is a blast. I love Mancow's manic energy, and I'm a big fan of the NPR game shows like "Wait, Wait, Don't Tell Me!"

6. Of all the things you've done in radio, of what are you most proud?

Without a doubt that would be WMAL/Washington's 2004 campaign on behalf of Fisher House, an organization that provides on-site housing and other support to the families of soldiers undergoing treatment at military hospitals. Our original goal was to raise $100,000 for this little-known group. We ended up raising $2 million and launching Fisher House on the road to national prominence.  That experience encapsulated the amazing power of local radio.  It was the perfect cause for our patriotic, conservative audience.  Our veteran local personalities drove the campaign, tapping into their deep reserves of listener trust and goodwill. But it was a whole-station effort with news, sales, production -- even the business office -- going many extra miles for the cause. I still get goose bumps thinking about it.

7. You can fix one thing about the radio industry right now. What would that one thing be?

I wish we could think more strategically. Thanks to the current financial realities, radio is living month-to-month, quarter-quarter. That makes it hard to develop new talent or build for the future. I'd give programmers the time, resources and authority to take some chances -- to throw a few things against the wall.

8. What are the biggest mistakes radio management and programmers are making as the industry tries to weather the recession?

Hunkering down. The current dearth of chance-taking and innovation will slow radio's recovery and perhaps limit its future prospects. On the programming side, for example, we are making no real effort to develop talent and content that might expand the format's appeal and attract the next generation of spoken-word listeners.

9. How important is local talk? Is it still critical for a big talk station to have strong local drive-time personalities in an age when so many stations are mostly or all syndication?

Yes, a balance must be struck. Syndication has its place, but without at least a couple local shows (and an adequately staffed newsroom) it's difficult for a station to leverage radio's natural strengths of localism, immediacy and intimacy.  A talk radio station with little or no local programming generates about as much passion as a local TV station.

10. What are your impressions of the PPM so far, in general and as they relate to talk radio? Good thing or not?

Based on my experience in Atlanta, I think PPM represents a vast improvement over the diary system.  The PPM data certainly seems to give statistical support to some of the advice I've been giving hosts for years, including: Talk shows are like sharks -- if they don't keep moving forward, they die, and To succeed in this format, you need to be great on an average day, and good on a bad day.