The Straight Skinny

 

 

Feedback Loop, 2.0

 

 

 

By Carol Archer

 

"4. Radio stations need to do a better job building a relationship with their audience.    Seems like many of the listeners are clueless about who the performers are, except a few at the very top. At one point, there were promotions and marketing people who worked for just one station; now you have one person in marketing and promotion that is responsible for an entire cluster of stations. Do they have any time to actually create promotions and marketing campaigns or are they just overworked and stuck in endless meetings getting nothing accomplished?

 

 "5. I've sat with some of the top music agents in the country and they've specifically kept some of their clients away from anything that uses the words 'Smooth Jazz.' This goes back to programming. Dumbing-down the format to the point where credibility is lost suggests that maybe it's time for a new formula. Additionally, why should something in Tampa sound the same as Chicago or Las

Vegas? Most people I know prefer something live that speaks to them and is local. It's really so

simple.

 

 "6. Short-term is out. If decision-makers at radio can step back and look at how to create some form of synergy between the desires of listeners and the need for sales, then all can be good. Stations need to create the right mix of promotions (especially the right live events) and to program what most Smooth Jazz fans want to hear. If stations show a little more respect and loyalty to the listeners, maybe they will show the same in return.

 

CEO/President Boo Sweet Enterprises (and former WEDR/Miami air talent, among other properties in the market) Vernon Neilly comments: "You are dead on-target with the KIFM acknowledgment, [especially] about radio and community.

BACK

NEXT PAGE

"Radio, from its beginning, is a more personal medium than, say, TV.

Stations in every market must take the pulse of that community. Air

personalities play a critical part in listeners' perception of a station, and there are some things technical advancement cannot replace – namely, one-on-one human interaction. Look at the role of air personalities in building successful stations. This harkens back to 'blanket programming' in any format: live is good for radio, and is the foundation radio was built on."