From where I sit On The Kowch, too many young radio announcers are stuck in small radio markets because no one is coaching them, helping them to become better broadcasters. Over worked program directors (many hosting their own three to four hour shows) only have time to aircheck the morning and afternoon drive show hosts. Any announcer hosting a show outside of the 6a-10a and 4p-7p Monday to Friday time slots are pretty much left on their own. You only need to listen to their show demos to understand how lack of coaching through airchecks makes them prisoners in small market radio stations. Lack of feedback rob young broadcasters of chasing their dream to be hired by radio stations in a larger market. But it doesn’t have to be this way.
From where I sit On The Kowch, radio sales managers probably won’t be sharing with advertisers the findings of the latest CRN International study on the impact long commercial breaks have on listeners. That’s because the listening habits of 525 radio listeners polled blows up the myth that people don’t tune out when the music stops for commercials. They might not change the station, but mentally they stop paying attention to what is on the radio until the music resumes.
When it comes to radio advertising, clients in the United States will be spending $16 Billion in 2014 to reach their share of the 244 million Americans that listen to radio every week.
“Almost seven out of 10 respondents said they don’t make it past the second in a series of spots during the commercial break; 64 percent said they don’t make it past the first,” says the study. “The law of diminishing returns applies, according to the survey, as spots get further and further down the order within the commercial set. Even for avid radio listeners—those respondents who said they listen several hours a day—31 percent said they listen to the first commercial but no more.”
From where I sit On The Kowch, Talk Radio appears to be the topic of conversation these days at media conferences and U.S. blogs. But what really caught my attention was an article by the editor of the American music radio trade publication RadioInfo. The headline reads: Taking a Page from the book of Talk Radio. It’s about how to save music radio.
From where I sit On The Kowch, summer is a time to relax and wait for the next shoe to drop in your career. That’s because in radio it’s not IF but WHEN they show you the door. And late summer is like the NHL trade season. It’s when new budgets are being prepared to kick in September 1st. The WHEN may be sooner than you think.