I love radio. I love making it, making it better, making it relevant and accessible, making it meaningful and making it informative. I love listening to radio and being entertained, amazed, challenged and surprised. I also love talking about it. That’s why I’ve relaunched a new season of the Radio Stuff Podcast. (You should listen, subscribe, share and rate it on iTunes.)
In making episode 134 of Radio Stuff sponsored by Promo Suite, I realized my podcast has been influenced by many others. Some are about radio and making great audio, some are storytelling focused and others are interviews about the business.
Here are seven podcasts I’m listening to for insight, information, context and entertainment. All of these are available on iTunes in addition to other platforms.
Bob Schieffer’s “About the News” – The CBS news veteran talks to journalists, bureau chiefs, editors, and executives about the news. It’s a behind the scenes chat with names you know and with people who lead the news industry.
James Cridland Radio Futurologist – Londoner turned Aussie, James brings his written words to life with 3 to 5 minute podcast shots. Great international perspective on our industry.
Radio Today – the great Trevor Dann consistently delivers this weekly listen about radio in the U.K. And Europe. He talks to the news makers and icons. Plus, David Lloyd Radio Moments.
Sound Off Podcast – Canadian and radio pro Matt Cundill shows off production value and a great sense of curiosity in this weekly podcast about radio. I’m featured in the next episode.
Barrett Sports Media Podcast – this is a newly launched podcast by veteran sports radio programmer turned consultant Jason Barrett. He’s talking to talent and management about how they do what they do and addressing the big headlines in radio each week.
Under the Influence – this is a marketing podcast that’s also a radio show on CBC. It’s a great listen, well researched and highly produced. A good example of how to take seamingly disparate stories and connect them through a show theme.
What podcasts are you listening to for inspiration, instruction or example?
In the Golden Age of radio, the 1930’s and 1940’s, radio actors created theater of the mind. Each night a different character in a different radio drama from Sherlock Holmes to the Shadow. Foley artists brought the shows to life. Game shows were launched. And news was the backbone bone of a growing entertainment industry. It was new, exciting and fun. Ideas were being dreamed and hatched daily and the industry was evolving even through the war years.
In the 1950’s and 1960’s Rock-n-Roll took hold of radio and shook it up. The DJs are still legendary today for having the guts to introduce listeners to music most decried as sinful, distasteful, and obscene. Not only did the great DJs of Rock-n-Roll find new artists and spin their records, many become concert promoters in their town bring big acts to cities across North America: Elvis, the Beatles, Chuck Berry, Buddy Holly and hundreds more. It was new, exciting and fun. Ideas were being dreamed and hatched daily and the industry was evolving.
In the 1970’s and 1980’s, FM radio exploded. Despite having been patented in1933, FM radio didn’t exceed AM listening until 1978. Many AM juggernauts had FM sister-stations that station owner’s didn’t want to mess with. So, they let employees who were interested play around with it. Budgets were non-existent, no one told them what they couldn’t do and they re-invigorated radio for another 35 years or more. It was new, exciting and fun. Ideas were being dreamed and hatched daily and the industry was evolving.
In the 2010s, Podcasting is exploding. Some are great, some are horrific. Some are theater of the mind mysteries, while others are based in news, music discovery, current events or something else otherwise indescribable. These podcast hosts are their own promoters, appearing on each other’s shows, creating events, selling partnerships and evolving what is possible in the audio space. It is new, exciting and fun. Ideas are being dreamed and hatched daily and the industry is evolving.
The future of radio (spoiler: there will be a future of radio) is in our hands. By the 2020’s, it is paramount that the industry discovers what’s new, exciting and fun. We need ideas dreamed up and hatched daily in order for the industry to keep evolving.
I spent a good half-hour talking to a blueberry farmer the other day. He was passionate, knowledgeable, and eager to discuss the business. He talk about how blueberries are becoming more popular internationally in China and some countries in Africa in addition to North & South America and Australia. He knew all about his competitors both regionally and internationally. He was gracious towards them. He saw them as a teammate in the global distribution, promotion and consumption of blueberries — instead of an evil enemy.
Ever notice we don’t seek out varietals of blueberries? We go to the store and buy blueberries. In fact, there are several dozen popular kinds of blueberries. (I dare you to name two.) But the blueberry industry, the farmers and marketers, focus on getting blueberries in shopping carts and mouths. They aren’t pushing you to eat Bluegold, Chandler, Elliott or Legacy blueberries. Just Blueberries.
What if radio did that?
What if everyone who grew and sold radio was passionate, knowledgeable, and eager to discuss the business?
What if we talked about the growing appetite of radio around the world and the role is plays in people’s lives?
What if we really were knowledgeable about our radio competition home and abroad? And didn’t talk bad about them?
What if we just all came together and encouraged everyone to listen to radio?
Every year on 9/1 I get a few automated emails from companies I’ve done business with over the years. It’s jarring at first until I realize the date. You see my birthday is actually 1/9.
My next thought is how they must’ve tasked data entry with a part-timer, an intern or someone who was too busy to be careful. Shame. A small gesture to build a relationship with the customer has actually done quite the opposite. One slip-up of a 1 and a 9 is an eternal reminder that you’re just pretending to care about me, my birthday, our “relationship.” And each year as I shake my head a little stronger I am reminder how very fragile consumer or listener relations really are.
The lesson here is be mindful of your listener’s information. Treat it like diamonds. It is extremely valuable and you likely only get one shot to mine for it. And unlike real gems, if you’re not careful with this it can turn to coal in an instant.
I attended my first Canadian Football League game last week and not that it didn’t fully engage my attention, but my focus at times ended up on the end zone and sideline advertising. I was there with a season ticket holder and Canadian native and we ended up playing a game, “Hey Larry, based on that logo what do you think that company does?”
Purolator. I guessed gas or petrol station. Maybe coffee.
Wrong. It’s the Fed-Ex of Canada.
Smithrite. I guessed a lock smith. A special kind of pen?
Wrong. Waste and Recycling company.
Fisherman’s Friend. This one is easy, right? It must be a bait and tackle shop. A liquor store? Outdoor clothing!
Wrong. It’s a throat lozenge.
The exercise got me thinking about radio logos. Often times we use our logo for marketing and promotion campaigns with a focus on growing CUME. While WE totally get our logos and it’s “obvious” what it is, who you are and what you do – what if you’d never had listened to the radio station would you still “get it?”
As an industry we’ve shied away from using “radio,” “FM” and “AM” and maybe to our detriment. If you weren’t in the radio industry would you “get” these radio station logos?
Food for thought.