In an interview published in Canada’s FYI Media Magazine last week, the following question was put to Dave Charles of Media RESULTS Inc…
Some are saying that radio is dying. Comment on some of Radio’s biggest challenges today.
The death of AM and FM radio is highly exaggerated! I only have to look at the numbers in Australia that say radio is growing.
I helped produce proof in the recent OAB opening session ‘The Wizards of AUS Radio’ with Aussie’s Paul Amos of Xtra Insights and Ronnie Stanton, VP of Corus content. You need to contact the OAB and check out the reasons why Aussie radio is growing. Having worked with and consulted them for over 23 years, Australian broadcasters know the importance of personalities, entertainment and information quality.
Radio’s biggest challenges in my view are:
- Lack of direction. Content Directors are stretched too thin these days. Morning shows are in daily need of direction. Some Content Directors are not trained to direct morning shows and talent in general. There’s a gap here that needs to be addressed.
- Podcast fear. Podcasts will never replace radio. Podcasts offer specific themed shows whenever you want. Radio is 24/7. Radio is 24/7.
- Radio’s relationship with its listeners is in jeopardy. Covid has caused radio to become a ‘virtual medium’. Stations now need to get back out and participate in their communities. Being local is extremely important. IE Food Bank drives. Local hero’s who are making a difference. Every community has issues that radio can help to promote awareness of and champion. Radio needs to be seen in the communities it serves.
- Contesting is over. Only 2% of your audience will ever tune in for contests. Why? Most listeners believe that they can never get through or win. Texting makes contesting slightly better because every text gets through and you can develop an active database. Contests that have a trivia component are better because you can play along.Contests like ‘Beat the Bank’ are bullshit. I’d never win that in a million years. People respond to somebody winning even if they don’t. We all love to share the feeling of winning. Also, we know in major markets that there’s an organized contest cartel that plays all radio contests. We saw this over and over at Elmnt fm in both markets. This is a disgusting reality. Prize pigs are now organized. Who knew? I DID!
- Lack of new talent. Radio is not an attractive destination as it once was. Radio needs to get out to Colleges like Seneca, Humber and Ryerson and do seminars to encourage new broadcasters into our business.
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About the Author
Dave Charles, President Media RESULTS Inc. 
Mobile: +1 289 242 8313.
Email: [email protected]