Why does the average, non-radio, person listen to the radio?
Music? Spotify does a better job of supplying that.
News/Information? You can find anything you want on your phone.
Contact? We have Social Media doing that.
So...why listen to the radio?
It used to be that if you play 12 songs an hour and your competitor plays 11...you win!
Or if you were "First for news"...you win.
There's only one way radio can compete and beat the other mediums: the people on air!
The Personalities.
Anyone can listen to 12 songs in a row. Anytime. But when they are presented in a unique way, that makes all the difference. A presenter can be funny, controversial, informative...whatever the style. The point is - the presenter is the difference.
Take food as an example. Can you boil an egg and make toast and coffee? Sure you can. So why go to a cafe and pay money for breakfast? Simple - you are investing in the experience. Something you can't get at home. Yes, you can make breakfast but isn't it nice to have it served to you in a different setting by a smiling waiter?
It's the same with music or news/information. Yes you can find these by yourself but isn't it nice when someone else 'serves' it up for you and creates that different experience?
Who serves and how they serve your product on air is the BIG point of difference.
Your format plays Adele into Lil Nas X into Olivia Rodrigo. So does your competitors'. What you do in between those songs...that is your point of difference.
Imaging is one aspect but the live human voice is the connection.
That's why presenters are so important to a radio station and that's why presenters need to be the big investment for radio programmers in 2022.
Ask as person under 30 how often they listen to the radio. If you think you can attract them and then hold onto them through voicetracking and lazy automation (because it's cheaper) ...then, prepare to have your ass kicked!
Invest in your Presenters.
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