Why Personalities Matter...
Monday, September 9, 2024
Wright Media Group has delivered a "Memo To Radio." The broadcasting company says they have often heard it said over the years that "radio
personalities are the mortar holding the bricks in place at a radio station, concerning the overall product."
The company says "this analogy directly implies that personalities are merely facilitators for more crucial elements like music, promos and
contests. The real-world evidence however demands that we reexamine this view."
Over the last several years Wright's focus groups, and many other research projects, a very different perspective has been revealed.
Overwhelming evidence from listeners shows that personalities should not be seen as the mortar but as the bricks themselves. Hundreds of listeners have repeatedly told Wright that the reason they
tune into and return to a radio station is because of the connection they feel with one or more of their personalities...
Rarely does music or anything else take precedence over this relationship. While music remains extremely important, it seems to function more
as a lead-in to the relationship and thereafter an enhancement of it! Listeners expect radio stations to deliver good music, but it is the sense of "belonging" and the ongoing relationship with the
personalities that truly matters...
Listeners often express that they enjoy the music, but they go out of their way to tell Wright Media and others how much they love a
particular personality and why. That's always been true. Understanding the "why" is crucial. Typically, it's not about elaborate bits designed for humor. Instead, what resonates most with listeners
is relevance to their daily lives through genuine, on-air conversations, often with listeners themselves. A story about a father secretly crying as his son leaves for college creates a lasting memory
and a deep emotional connection...
In contrast, an elaborate bit about Hollywood's biggest tippers may generate laughs but lacks the lasting impact that fosters a long-term
connection. Listeners seek "what's real and relevant." There is a place for surface-level content, providing an escape from life's challenges, but it's not the bond that holds and grows the
relationship."
"This insight should ignite a new level of enthusiasm and determination among all personalities. We have the unique opportunity to enhance our
listeners' lives while they spend time with us, so make every moment count."
I'd like to thank Wright Media Group for their "Memo To Radio" which made me look back to my own experience with radio both as an on-air
personality and program director. My own personal flash back proved how spot, on-target their memo is...
Did You
Know???
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