Happy Fourth of July!
JacoBlog will return on Monday, July 7th. Enjoy your holiday!!
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The passing of George Carlin this week brought many memories to mind, especially the controversy, the language, and indecency comparisons. For many comedians and even DJs, Carlin was very influential in their career choices and even their development as entertainers.
But there was another side to George that came to light, from ESPN fantasy sports maven, Matthew Berry. Just out of college, Berry was a gofer for Carlin on a Fox TV show. Every week, people would send in loads of pictures and memorabilia for Carlin to sign, and he dutifully and cheerfully complied. When Berry asked him why, Carlin offered this comment:
"I always do it. No matter what. Look, it's 30 seconds out of my life. And now those people had a good experience. And the next time my name comes up, for the rest of their lives, they'll say 'Yeah, I met Carlin once. He was nice.' I'd much rather that than a lifetime of 'Yeah, I bought all that guy's albums and then he wouldn't even sign my hat. That guy was a jerk.' Thirty seconds for a lifetime? I'll do that every time."
George Carlin understood a lot about the human condition and what made people laugh - and think. But he also had a keen sense of what entertainers bring to the lives of fans, and the relationships that are created in the process. In our world of radio, these relationships still matter, and in fact, are very much a part of our "secret sauce."
The news of Tim Russert's passing still seems unbelievable. No one could have possibly anticipated this tragic event. Yet, NBC News - after some in-depth, difficult meetings, to be sure - came up with a solid strategy for Meet the Press in an unprecedented election year. They've called veteran news anchor, Tom Brokaw, out of semi-retirement to handle Russert's hosting duties, at least through the election.
And that raises the question that many radio managers and programmers should be asking: What would you do in a similar circumstance if something tragic befell your big morning guy or team? Is there a plan in place that would allow a station to look down the bench - or utilize other resources - in order to fill a painful gap?
Radio's talent is aging, and it seems like there's a death notice every day in R&R Today. Aside from planning for the future, as in "Who will be the personalities of the future?", radio needs to start thinking more present tense - just in case.
Long before I read the famous Ries & Trout Positioning book, another little book from the '70s helped guide how I've approached messaging and marketing throughout my career. Written by an ad guy named Tony Schwartz, The Responsive Chord is one of those neat guides that helps clarify the power of how a message or campaign needs to impact the entire nexus of attitudes, beliefs, and cultural touchstones that consumers carry around in their brains.
Lately, I've been doing my usual number of Listener Advisory Board groups - or L.A.B.s - a window into the souls of radio listeners from Seattle to Southfield. And if you dig deeper than just the standard radio questions, you learn a great deal about what consumers are thinking, worrying about, and feeling.
These days, it is indeed the economy (stupid). And if you go beyond asking them about their favorite music or the morning show they listen to most often, they'll open up about their lives, their concerns, and how their lives are being changed by the price of gas and the precariousness of their jobs. People are hurting; they're worried about their careers, their nest eggs, and paying for the next tank of unleaded regular.
And that tells us a great deal about how to best strike their "responsive chords." Will we do it by playing the top 350 songs from the last music test or by featuring 40 minutes of non-stop music or by giving away concert tickets? While those are all things that stations should do to keep even or stay ahead of the ratings game, they aren't going to move the needle.
But reflecting listener lifestyles and concerns is something that radio can do - that iPods, satellite radio, and their cell phones cannot. That's why we've dusted off and updated our gas memos for our clients. And why we are looking for ways to help listeners make their lives easier and better in an increasingly difficult environment.
It's not just good radio - it's a way to reach them that no one other medium or gadget can.
W.T.D.A.? They get it, do you?
Well, maybe not everyone...
What's The Digital Application? - find out more at jacobsmedia.com
Many have complained about Eliot Spitzer's vendetta against radio. Today on the Arbitron PPM webinar, it was revealed that the Spitzer news translated into considerably higher ratings for both New York City all-news stations. The Karma Train does it again.
As oil prices skyrocket, the possibility of $4/gallon gas prices seem more than likely as we head into the summer. But not if you're the President.
Perhaps you caught his recent press conference, when he was asked about this. Looking surprised by the question, President Bush responded, "That's interesting. I hadn't heard that." It was a reminder to Americans that a guy who doesn't pump or pay for his own gas isn't truly in touch with regular folks.
And it's something you hear with regularity from personalities who have hit the big time financially. It's not uncommon to hear them talk about a lavish vacation, a Vegas weekend, a luxury car purchase, the free tickets to the suite they received, or the limo ride to the concert. Part of this may be expected by listeners who totally understand that they're listening to stars who have cashed in on their success. Some live vicariously through these DJ stars and their rock star lives. And clearly, a portion of the audience can afford these types of extravagances - or buys them anyway. Howard Stern has typically talked about his riches and perks, and he's often made it entertaining. Although I would submit that he was always more relatable playing "everyman" with regular guy problems with Allison and the girls, than when he dated strippers in limos.
It's the same thing with the local morning guy, and even the syndicated show that speaks to millions of listeners around the country. More often than not, they are better off being relatable, and in-touch with their audiences, rather than above them. In these recessionary times (yes, it is a recession), keeping it real is the way to go. We're going through a difficult period in this country, where foreclosures are common, jobs are tenuous, and it's tough for the "Average Joe" to afford concert or baseball tickets. Personalities that maintain great eye contact throughout this tough patch will most certainly have an edge - not just with their listeners but with many others who work at the station who are struggling to make ends meet.
“If it's the Psychic Network why do they need a phone number?” - Robin Williams
Arbitron is probably asking the same question, as it is becoming more and more difficult to track Americans on their phones in a rapidly changing telecommunications environment.
Consider the following headlines and news stories:
"Cell Phone Spending Surpasses Land Lines" - Yup, 2007 was the first time ever that U.S. households spent more on cell phones than land lines. As Allyn Hall, consumer research director for In-Stat , pointed out, "What we're finding is there's a huge move of people giving up their land line service altogether and using cell phones exclusively."
"Who Needs A Land Line? Probably Not You" - Citigroup's Michael Rollins issued a report about the "teleconomy" and these factoids speak volumes:
- The telcos are losing residential phone subscribers to VoIP and cellular phones at a rate of 7-8% a year.
- By 2010, wireless-only households are expected to jump to 27% (from 13% in '06 and an estimated 17% in '07).
- Wireless penetration should jump from an estimated 83% in '07 to 87% by the end of this year.
"AT&T Announces Intention to Withdraw from Pay Phone Business By End of 2008" - Why do you need a pay phone when there's a phone in your pocket? The data shows that pay phones have fallen from 2.6 million in 1998 down to about 1 million today. AT&T will hand over what's left of this business to independent providers.
Arbitron knows all about this data, and as our initial Tech Poll data revealed back in 2005, the "Cell Phone Only" problem is big, and getting bigger - especially among younger people who are ditching their land lines faster than ever. The National Institute of Health - amazingly, the government agency that tracks the CPO situation - reports that nearly 28% of 18-24s and 3 in 10 25-29s fall into this group.
This is why Arbitron is moving from a phone-based sample frame to one that is addressed-based. The thinking is that a large percentage of these households will fall into the CPO group, and then it's open season to encourage them to participate in the ratings process.
Changing realities require different tactics. For stations that focus on 18-34 year-olds, better representation can't come soon enough. And these same stations clearly need to be developing plans to ensure their content and personalities can be received by the growing throngs of cell phone users in their markets. AT&T, Arbitron, and other major players are making the adjustments. Radio needs to figure it out, too.
Tomorrow: A Cell Phone Only adopter that may surprise you, and possibly determine how news coverage about the presidential race might change.
Item: Garth Brooks will do a Q&A - and sing a duet with a Radio person - at this year's CRS.
Item: The Detroit Tigers hold a sold out "TigerFest" where the big stars come out to sign autographs & thousands of fans wait their turn in the cold weather.
Item: Celebrity Dennis Miller does Q&A sessions with affiliates and fans to promote his new morning show.
Item: This morning is the Michigan presidential primary, and the candidates are making multi-appearances, trying to win over those "undecided" voters.
The signs are consistent, whether it's music, sports, and yes, Radio. The way you win over fans, create and strengthen relationships, and generate buzz is to go retail. If Garth Brooks can spend a folksy hour with Country programmers and fans; if the biggest Detroit Tigers stars like Magglio Ordonez (making $15 million this year) can hang out with fans in January weather and help them dream about a World Series; if Dennis Miller can leave the celebrity trappings of Hollywood and television, and do basic Radio fundamentals - then you have to wonder why icons in the Rock Radio and Rock Music businesses haven't gotten the message.
For starters, there are the Rock stars - from past and present. Is Garth Brooks getting paid for this CRS appearance? Maybe so, maybe not. But Country legends have a long history of playing the "FanFest" game, hanging with music lovers, supporting Radio people and stations, and simply understanding the value of Radio play and support.
But in the "Rock World," it has historically been a struggle, especially when artists make it big. Terry Gross from NPR's "Fresh Air" has a better chance of nailing Bruce Springsteen for an interview than WMMR or KLOS, stations that played The Boss when it wasn't popular to do so.
And then there's the Radio side of the spectrum. In this space, we often talk about veterans like Pierre Robert who are always going the "retail" route. And indeed, there are many Radio personalities - famous and otherwise - who do what it takes to make regular appearances with listeners and advertisers.
But how many Radio personalities - from the big syndicated shows to major jocks who dominate their local markets - just won't show up anymore? As Dennis Miller in a recent Radio Business Report notes, "I’ve gone out and done probably I’d say eight to ten Q&A’s now with specific affiliates who have asked for that. And we do a meet and greet with their VIPs and then speak in front of a crowd. Just did one in Dallas...did one in Miami. I think I’ve done eight or 10 up at KNEW, and you know, I read all my ads. I’ll read any ad they want. The more local the better. I’m not in this to lose, I’m in it to win. I’m not obsessed with winning, but it’s not like I’m going to be in it and then be indifferent to it. It’s my show so I bust my ass on it."
Yet, sign up a syndicated Radio personality and see how difficult it often is to cajole them into making an appearance on behalf of the station, and do the small things that can begin to build that audience (and station) bond.
The payoff for making appearances is often intangible, but inestimable in value. As Radio continues to go through its doldrums, trying valiantly to adjust to the new media pressures, maintaining relationships with listeners is going to be a key component. And after all, local personalities - and even syndicated stars - have the ability to put a face on Radio brands. This is something that consumers cannot get from their iPods, their Wiis, or even their XM Radios.
Many stations have the assets, but they often find it challenging to bring them all together. A couple of years ago, 97Rock pulled off a "Listener Appreciation Night" for some of its more ardent database members. All the jocks showed up to schmooze, sign autographs, and to hang out with these hardcore fans.
You can imagine stations like KSHE, WRIF, and other heritage operations hosting a listener open house - just like "Tiger Fest" - that gives listeners a chance to tour the studios, meet the DJs, and take in other behind-the-scenes aspects of these wonderful stations.
"Retail Radio" makes a difference. If it didn't, Hillary Clinton, John McCain, Barack Obama, and Mitt Romney wouldn't be working 18 hours days, doing everything they can to literally shake hands and kiss babies. They are all multi-millionaires with advertising budgets that are astronomical. But as you read this, they are running around small towns in the winter, showing up at diners, town hall meetings, factories, and donut shops. That's because it works. Going "retail" can swing a vote, as we saw in New Hampshire. Right now, doesn't Radio need every "vote" it can get?
As hi-tech becomes ubiquitous, "hi-touch" becomes even more paramount in importance. The world has figured it out. When will Rock stars and Rock Radio jocks get the message, too?
