Could Inflation Actually Help Us At Country Radio?

Although gas prices are starting to drop, we are still amid the biggest economic crisis in over 10 years in our country. Prices are up at the grocery store. Gas is still close to $1.50 higher per gallon than a year ago. Airline travel is out of control!

Just last week, Variety magazine conducted its own survey on the effects of all of this. They surveyed 2,200 adults across the country between July 6th and 7th. From the results, it appears consumers are starting to cut back, especially when it comes to entertainment spending because of there is less discretionary income in their pockets.

Of the respondents, 67% are cutting back on eating out at a restaurant, 55% spending less on travel, 54% doing less shopping and the one that gets our attention is the fact that 55% are spending less on recreation and entertainment. Of that group -- and here’s what really got my attention -- 39% say they are cutting back on audio and visual stream services. Of that group, 36% are Gen-Z, 35% are Millennials, 29% Gen-X and 16% Baby Boomers. (See the article here.)

This may only be a survey of 2,200 respondents, but it does show us the entertainment dollar is not as important as in the past, especially with those subscription services. The survey found that 26% say they have already made changes to their monthly entertainment subscriptions as a result of rising inflation, DSPs like Spotify, Pandora and Apple Music being a part of that.

So, how does this help us at Country radio? My answer has a definite condition attached to it: it is up to us and how we see the future of our industry.

With commuters back in their cars, for the most part, and these survey results, radio (and COUNTRY radio) have a decent chance of getting back some listeners and creating some new ones (Hello, Gen-Z!). With that in mind, this is REALLY the time to think, unconventionally and creatively. This is NOT the time to be afraid of how your programming hierarchy will react or to be timid about your future ratings.

Just from a ratings standpoint, Nielsen just released format figures, and the Country format is flat year-to-year overall and down in PPM markets. What we are currently doing is apparently not working, so let’s take some chances!

1. No question our talent is at the top of the list. Now, more than ever, we, as programmers, must COACH our talent to make every talk break say something interesting, entertaining or compelling. Give them the room to be creative, but COACH them!
2. We must extol our virtues as loud and proud as possible. And “#1 for New Country” won’t cut it! What is it that makes YOUR station a unique entertainment choice. Is it immediacy? Is it companionship? Is it how you present your music? Is it all of that? Whatever it is, sell it and sell it often. Create your station persona.
3. Music discovery may not be our top attribute anymore, but we can create some opportunities that the subscription services can’t. Connect the talent and the station’s relationship with the music, especially emerging artists and sounds. Be intentional and NOT clinical. Believe in the music and the listener will feel it.

Big companies, small companies, single operators -- we all need to have that “never count radio out” attitude as we move forward. Look back at those survey numbers at the beginning of this. I feel a door opening. Let’s kick it down and bring back the creativity that got us all into this business. The opportunity is here!

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