Changing the Way Radio Engages Listeners

Listeners want radio air talent to talk to them differently.

They want more passion, less hype and believe it or not, less trying to be relevant to them because it’s not going over.

They want morning shows to change because while radio still depends on the tried and true morning show of the past (funny, traffic, transit, news and/or entertainment news), listeners are using smartphones for that.

There is new evidence on whether they prefer a man or a woman as lead morning show host and information about what happens when a woman is subordinate to a man as part of the team.

This is suddenly very pressing because 50-60% of a radio station’s revenue is driven by its morning show. 

There’s news on contests and stations will be surprised to find that tastes have changed about them to.

And there are things that would make a radio station more relevant to today’s listeners using a station advocate fighting for them.  We’ll talk about what this means and how to do it to exceed audience expectations.

In addition to the way air talent talks to listeners, they don’t believe much that a radio station claims – a credibility gap that can be fixed.

Listeners keep complaining about the same things radio stations do (too many commercials, not enough music discovery) but now they have alternates to radio.

There’s a lot of changes becoming evident that you should know about and that we will discuss at the upcoming Independent Radio Conference in Philadelphia in a month.

One of them is a strong desire for a radio station to take on different personalities during the day.  This will be a fascinating revelation to get a leg up on.

Another is that they like music that is so eclectic that most hit music stations won’t go there.  We’ll show you a safe way to “go there”.

And there is one thing – and only one – that could cause a listener to listen more often and longer if a radio station that has the above qualities would do it.

A promotion that is so compelling that they admit they would not turn your station off.

Every year, broadcasters who want the most accurate and latest information on audience changes and advertising trends attend this Philly Conference.

More consolidation is coming.

More big groups dumbing down local radio.

There are dangers but also opportunities ahead.

We invite you to see the final selection of topics for this meeting gleaned from surveys of radio executives.  I hope you like it and better yet that you will take a day to invest in this useful resource.

Program Agenda

8 am              Registration/Complimentary Breakfast
9 am              Changing the Way Radio Engages Audiences
10:30 am       Break/Complimentary Snacks and Refreshments
10:45             The Morning Show of the Future / Repurposing 7pm-5am

12 Noon        Complimentary Lunch

1 pm              Growing On-Air Revenue / Making Money From Digital
2:30 pm         Break/Complimentary Snacks and Refreshments
2:45 pm         Getting Millennials To Listen
4 pm              Conference Concludes

Changing the Way Radio Engages Audiences

  • How to Retrain Air Talent to Sound Like Today’s Audiences
  • How Gender Fluidity Will Affect the Way Your Program to 18-34’s
  • How to Talk to Baby Boomers AND Millennials (There Are 75 Million of Each)
  • The Kind of Air-Personalities In-Demo Today’s Radio Listeners Now Want
  • What Millennials Want in a Radio Personality compared to Gen Xers and Baby Boomers
  • How to Change the Way We Talk to Today’s Listeners
  • The Contest Prize Listeners Crave Most (Not Money, Not Trips)
  • Why Music Sweeps Are Backfiring on Hit Music Stations (and How to Fix It)
  • How to Finally Improve TSL Which Has Been Declining for 2 Decades
  • How to Handle Too Many Commercials
  • How to Add Music Discovery to a Tight Hits Format

The Morning Show of the Future / Repurposing 7pm-5am

  • Updating the Morning Show
  • The One Morning Show Feature That Every Station Should Have
  • New Evidence That the Morning “Man” of the Future Should Be a Woman
  • Eliminating Outdated Morning Shows (Making Them Cool Again)
  • New Ways to Repurpose 7pm to 5am
  • How to Handle Traffic On-Air Now That Listeners Widely Access It Online
  • How to Rebuild Eroding Audiences After PM Drive
  • The One Type Commercial Even Millennials Will Stick Around For

Growing On-Air Revenue / Making Money From Digital

(with a presentation for MoreFM Chairman Jerry Lee on ad churn and a video from programmer & Podcasting expert Steven Goldstein on podcasting)

  • Competing Against Rate Droppers
  • Reducing Advertiser Turnover to Virtually Nothing
  • The Best Company to Pretest Advertiser Copy for Success
  • The Optimum Number of Voices That Make Radio Ads More Effective
  • The Perfect Radio Solution for Podcasting
  • New Competition From User-generated Content like YouTube
  • Finding New Digital Revenue Streams
  • Master Short Form Video
  • New Revenue From Product Placement & Subscription Fees
  • Radio as a “Preview Channel” for Digital
  • How to Create Binge Listening Content for Radio
  • The Potential of Alexa For Radio, the Powerful Voice of Amazon’s Echo

Getting Millennials To Listen

(With a special presentation from Morley Winograd, author of Millennial Makeover and generational expert)

  • How to Program to Shorter Attention Spans
  • Promotions That Will Guarantee Millennial Listeners
  • Focusing on Fans Not Listeners
  • Eliminating the Hot Clock as Millennials Like No Rules
  • Positioning Radio Against Pandora, Spotify & Streaming Music
  • Why Creating 2 or More Formats on One Station Now Makes Total Sense
  • Why Millennials Like More Eclectic Music in Their Hits Station (and How to Give It to Them) Local Radio Vs. More Consolidation
  • Why Creating 2 or More Formats on One Station Now Makes Total Sense
  • Why Radio Must Get Back to Contesting for 18-34 Millennial Gamers
  • The 5 Things Millennials Want From Radio (Millennial Values)
  • How to Remove Hype From Millennial Targeted Stations
  • The Significance the Hottest New Social Medium, SnapChat, to Radio

Led by Jerry Del Colliano whose background includes on-air and management roles in major market radio and television, publishing and digital as well as Professor of Music Industry at The University of Southern California.

This event will not be available by stream or video – only live and in-person April 5th in Philadelphia.

Please join us for this transformative experience.

Reserve a seat

Inquire about group rates

Nearby Hotels

Read More  FREE SAMPLES

Cumulus Management Shakeup

Subscribers get INSTANT ACCESS here.

Become a NEW SUBSCRIBER and begin with Cumulus Management Shakeup here.

If you’ve been thinking about subscribing and would like to access this story, let me tell you what you will get …

  • Why 50% of Cumulus employees are going to hate this
  • How the local Cumulus markets are affected
  • Is this it? Or are there more?

A new subscription also unlocks these full articles …

            Merger Partners for Cumulus

            The End of Cumulus SVP Jeff Brown

            Alt-Wrong Talk Radio

            iHeart Bankruptcy

            How the Entercom/CBS Merger Benefits Cumulus

            iHeart's Engineering Changes

            The Entercom Spinoffs

And includes access to every article for the past year plus 3,602 in our archive like these (scroll through/latest first). Everything.

For 27 cents a day, join the thousands of members who read Inside Music Media -- insightful, deadly honest and informative.

Inside Music Media contains no advertising. Accepts no corporate money or consideration. And is beholden only to subscribers who appreciate it so much that they pay for it. Thank you.

Just published – the complete program agenda with times, details and presentations for my local radio conference in Philadelphia one month from now -- See the program here.

NewsTip Hotline.

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Local Radio Vs. More Consolidation

Radio is facing a second significant round of consolidation as witnessed by the recent Entercom/CBS merger and the expected merger of Cumulus at some point thereafter which will present challenges to smaller local broadcasters.

Independent operators will feel the pressure directly but are best positioned to compete in an industry with increasingly fewer owners, wrong-headed top down management and more debt that creates bad decision making.

If local operators are going to sit still while the big get bigger, consolidators will eat them alive by dumbing down programming and sales in their markets.

Katz, the iHeart monopoly rep, is already getting to the ad money first for its parent company before the rest of its clients get any of the buys.  iHeart gets the lion’s share.  You gets less.  (That’s what they must have meant by less is more).

And now with consolidator-inspired programmatic buying being pushed to reduce or replace relationship buying, local broadcaster’s may survive but programmatic has proven to drive down rates and that affects everyone.

All of this is why I try to put together the challenges and opportunities that will affect local radio in the next 12 months.

It’s why we do our Independent Radio Conference.

And today, I am happy to share with you the program I am so proud of with shout outs to the experts who are volunteering their expertise to help local operators get a leg up on the deleterious effects of consolidation -- Round Two.

I invite you to see the final selection of topics for this meeting gleaned from surveys of radio executives.  I hope you like it and better yet that you will take a day to invest in this useful resource.

Program Agenda

8 am              Registration/Complimentary Breakfast
9 am              Changing the Way Radio Engages Audiences
10:30 am       Break/Complimentary Snacks and Refreshments
10:45             The Morning Show of the Future / Repurposing 7pm-5am

12 Noon        Complimentary Lunch

1 pm             Growing On-Air Revenue / Making Money From Digital
2:30 pm         Break/Complimentary Snacks and Refreshments
2:45 pm        Getting Millennials To Listen
4 pm              Conference Concludes

Changing the Way Radio Engages Audiences

  • How to Retrain Air Talent to Sound Like Today’s Audiences
  • How Gender Fluidity Will Affect the Way Your Program To 18-34’s
  • How to Talk to Baby Boomers AND Millennials (There Are 75 Million of Each)
  • The Kind of Air-Personalities In-Demo Today’s Radio Listeners Now Want
  • What Millennials Want in a Radio Personality compared to Gen Xers and Baby Boomers
  • How to Change the Way We Talk to Today’s Listeners
  • The Contest Prize Listeners Crave Most (Not Money, Not Trips)
  • Why Music Sweeps Are Backfiring on Hit Music Stations (and How to Fix It)
  • How to Finally Improve TSL Which Has Been Declining for 2 Decades
  • How to Handle Too Many Commercials
  • How to Add Music Discovery to a Tight Hits Format

The Morning Show of the Future / Repurposing 7pm-5am

  • Updating the Morning Show
  • The One Morning Show Feature That Every Station Should Have
  • New Evidence That the Morning “Man” of the Future Should Be a Woman
  • Eliminating Outdated Morning Shows (Making Them Cool Again)
  • New Ways to Repurpose 7pm to 5am
  • How to Handle Traffic On-Air Now That Listeners Widely Access It Online
  • How to Rebuild Eroding Audiences After PM Drive
  • The One Type Commercial Even Millennials Will Stick Around For

Growing On-Air Revenue / Making Money From Digital

(with a presentation for MoreFM Chairman Jerry Lee on ad churn and a video from programmer & Podcasting expert Steven Goldstein on podcasting)

  • Competing Against Rate Droppers
  • Reducing Advertiser Turnover to Virtually Nothing
  • The Best Company to Pretest Advertiser Copy for Success
  • The Optimum Number of Voices That Make Radio Ads More Effective
  • The Perfect Radio Solution for Podcasting
  • New Competition From User-generated Content like YouTube
  • Finding New Digital Revenue Streams
  • Master Short Form Video
  • New Revenue From Product Placement & Subscription Fees
  • Radio as a “Preview Channel” for Digital
  • How to Create Binge Listening Content for Radio
  • The Potential of Alexa For Radio, the Powerful Voice of Amazon’s Echo

Getting Millennials To Listen

(With a special presentation from Morley Winograd, author of Millennial Makeover and generational expert)

  • How to Program to Shorter Attention Spans
  • Promotions That Will Guarantee Millennial Listeners
  • Focusing on Fans Not Listeners
  • Eliminating the Hot Clock as Millennials Like No Rules
  • Positioning Radio Against Pandora, Spotify & Streaming Music
  • Why Creating 2 or More Formats on One Station Now Makes Total Sense
  • Why Millennials Like More Eclectic Music in Their Hits Station (and How to Give It to Them) Local Radio Vs. More Consolidation
  • Why Creating 2 or More Formats on One Station Now Makes Total Sense
  • Why Radio Must Get Back to Contesting for 18-34 Millennial Gamers
  • The 5 Things Millennials Want From Radio (Millennial Values)
  • How to Remove Hype From Millennial Targeted Stations
  • The Significance the Hottest New Social Medium, SnapChat, to Radio

Led by Jerry Del Colliano whose background includes on-air and management roles in major market radio and television, publishing and digital as well as Professor of Music Industry at The University of Southern California.

This event will not be available by stream or video – only live and in-person April 5th in Philadelphia.

Please join us for this transformative experience.

Reserve a seat

Inquire about group rates

Nearby Hotels

Read More  FREE SAMPLES

Merger Partners for Cumulus

Subscribers get INSTANT ACCESS here.

Become a NEW SUBSCRIBER and begin with Merger Partners for Cumulus here.

If you’ve been thinking about subscribing and would like to access this story, let me tell you what you will get …

  • The most likely merger partners for Cumulus
  • Why a company whose stock is worth only 56 cents is in the merger driver’s seat
  • Likely merger partners who can’t and won’t step up
  • Can Cumulus be the acquirer?

A new subscription also unlocks these full articles …

            The End of Cumulus SVP Jeff Brown

            Alt-Wrong Talk Radio

            iHeart Bankruptcy

            How the Entercom/CBS Merger Benefits Cumulus

            iHeart's Engineering Changes

            The Entercom Spinoffs

            The 2 Groups Worse Off Than Cumulus

And includes access to every article for the past year plus 3,600 in our archive like these (scroll through/latest first). Everything.

For 27 cents a day, join the thousands of members who read Inside Music Media -- insightful, deadly honest and informative.

Inside Music Media contains no advertising. Accepts no corporate money or consideration. And is beholden only to subscribers who appreciate it so much that they pay for it. Thank you.

4 weeks until my local radio conference. See the program here.

NewsTip Hotline.

Read More  FREE SAMPLES

What You Will Get at the April 5th Local Radio Conference

If you’ve been thinking about attending this local radio conference, let me tell you what you will get …

  • Everything you need to replicate the way MoreFM in Philadelphia tests copy for advertisers, how they produce spots that use more than one voice and how this leads to loyalty that virtually eliminates advertiser churn. Jerry Lee will be there to answer specific questions.
  • Tactics for dealing with competitors who are driving down your station(s) rates by offering too many bonus spots, costly perks to agencies and digital add-ons.
  • How to attract Millennial listeners who now number 75 million between 18-34 not by guessing what they want but by looking at evidence. Author and Millennial expert Morley Winograd is preparing a video that offers specific advice on winning over Millennials. And as an extra, what Gen Xers and Baby Boomers now want from radio.
  • A blueprint for rebuilding eroding radio audiences and putting a stop to the Time Spent Listening decline that has gone down every year since the early 90’s. Getting listeners to listen longer.
  • You’ll see in detail what the morning show of the future looks like as digital listeners look elsewhere for traffic, weather and transit info. Today’s listeners’ favorite type of radio commercial – yes, we should be doing a lot of these and charging a premium for them. And be introduced to the “morning man” of the future.
  • Concrete ways to eliminate the 3 biggest listener objections to radio. Too many commercials, outdated morning shows and ending music repetition that turns listeners off.
  • How to program to shorter attention spans.  The cure for the epidemic of listeners who won’t listen to a song all the way through --- even one that they love. What’s the right mix of chatter? Music sweeps. Commercial placement.
  • How to add the new music young audiences now expect. How that affects hit rotation.
  • Digital that makes real money. A cost-effective way to start a revenue stream of commercials, product placement and even paid subscriptions doing station-produced short form video.
  • Podcasting that either makes money or is a placeholder for radio. Edison & Triton’s new research shows awareness of podcasting has grown 22% in the past two years. But few podcasts make money. Programmer turned podcast expert Steven Goldstein is preparing a video presentation that shows you how and what topics to begin with.
  • Plus, which issues are trending upward for independent and local radio broadcasters so that they may see the future more clearly.

Here’s how to reserve a seat …

Save $100 -- Register

Bring your key people -- Inquire about group rates

The conference is at The Hub Conference Center, 2001 Market Street Philadelphia. Here are some places you can stay -- Nearby Hotels

Conference details …

  • The conference starts at 8am with registration and complimentary breakfast.  
  • The program begins at 9 am and breaks at 12 noon for complimentary lunch.
  • All breaks are included in our day together.
  • The program ends at 4 pm.
  • The conference is not available by stream or video.
Read More  FREE SAMPLES