Neal Bocian, an agency guy who is a keen observer of the radio scene, has again posted a terrific commentary on radio, this one addressing the issue of how local radio personalities make the brand of a radio station. Here's a quote from the article:
When you read the entire article, you will see that he has a different perspective from the normal radio pundit. Neal is someone who believes that the medium is unique in its ability to deliver results for his clients because of the personalities social connections to the local community.
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Every personality on a radio station has a job to do, and that job is no easy task. They have to create unique content every day to engage their listening audience. That personality is the moderator of a “community”. A community analogous to communities you find online, like blogs, Facebook, and Twitter. It’s people who can relate to that DJ, whether its their programming including views on subjects, poking fun at people, news events, satirical opinions- the list goes on and on. What’s most important is that they add value to the station, and changes the “vanilla” flavor to something that adds “spice” for the listeners. There is such a disparity between “cookie cutter voice tracked programming,” to a personality who can relate to the local community and listeners alike. It is like going from one end of the spectrum to the other. Yes, radio stations CEOs can save money by eliminating the talent on air and replace it with voice tracked programming, but at what price? You save a salary but you deteriorated and cannibalized your audience as a by-product. That same audience you worked so hard to acquire.
When you read the entire article, you will see that he has a different perspective from the normal radio pundit. Neal is someone who believes that the medium is unique in its ability to deliver results for his clients because of the personalities social connections to the local community.
We're interested in your comments - please write!