Radio Surprises

Not long ago we conducted several focus group studies in the Midwest and Southwest for some clients. While the studies weren't intended to focus solely on satellite radio or iPods, listening habits were explored and a couple of interesting observations were made. While I was moderating, several participants made the comment that they listened to their iPods a little each day, but that they still spent the majority of their time with their local radio stations. As I dug a little deeper, I found that they really enjoyed "the surprises" radio offered over their iPods. In other words, they listened for music but really enjoyed "whatever the DJ was going to do after the song." They also liked the fact that they never knew what song was going to play next and they enjoyed those little surprises as well. With their iPods, even on shuffle, they knew what songs were going to come up.

Surprises? On the radio? We hear it all the time with TV. People were talking about the season opener of "The Sopranos" with its surprise ending and couldn't wait to see the next episode. When was the last time you heard someone say they couldn't wait to hear what you were going to do next on your station or on your show? My guess would be not that often. The above mentioned groups offer an encouraging sign, however, that radio can be, and still is in some cases, a great source of entertainment.

The problem stems from the fact that for the most part we just don't truly think of ourselves as entertainers anymore. We throw on some songs, some imaging, and a contest and "poof;" instant radio station. The excitement and anticipation of that lasts about one day. Even stations that run "jockless" or are "talent challenged" as I like to call them can bring some creative programming to the table. For example, take a page from the TV network TV Land. They run the same old shows over and over. They're not making any more new episodes of "M*A*S*H" or "Mary Tyler Moore Show." But TV Land repackages them into themes; building a recurring theme and running episodes that work within that theme. When was the last time you had a theme weekend or day on your station? Songs that tie in to a particular theme are easy to schedule and don't require air talent (although they certainly would enhance it). Simple. The point is it doesn't take a great challenge to get creative and develop some excitement and anticipation on your station.

It really is true ... you build it and they will come. What do you think drove Sirius Radio's subscription rates over the past few months? Because they added more music channels? Absolutely not. Like him or hate him, the fact is that Howard Stern delivers content that his listeners can't wait to hear. They can't wait to hear what he does or says next. And they are willing to pay a monthly fee for it. Just imagine what they will do if you entertain and surprise them for free!