With declining revenues, voicetracking and PPM, is this the “music DJ’s last stand?” Jacobs Media’s Keith Cunningham gives a list of fundamentals and ways for jocks to remain relevant and compelling in an era of shrinking attention spans, from social networking to having multiple skillsets
by Keith Cunningham
The economic crisis that is impacting radio hasn’t skipped by the air studio. The days of hefty salaries for so-so ratings are a thing of the past. Voicetracking after dark has become economically essential, and jock-free radio stations (like WRFF and WBOS) are impacting PPM in a big way.
While clutter-free stations may be attracting more listeners, as a company that has always enjoyed working with talent, this isn’t exactly encouraging news. It’s beginning to feel like the music DJ’s last stand. So, if you’re an air talent who still has a strong desire to be successful at your craft, here are some fundamentals to focus on that can help you take control of your performance, persona, and your brand:
* Increase Your Listening Occasions. While urging strong show prep and rock solid fundamentals are as basic as it gets, both are still extremely important in Diary and PPM measured markets. Merely saying “Nirvana is next” won’t cut it, nor will long-winded breaks that don’t offer a compelling benefit or interesting content. And thanks to all the other options, the cume is now able to have a zero tolerance policy for weak material. Why do you think “More music, less blah, blah, blah” is cutting through so well?
* Develop a broader skill set. If you’re just doing your airshift, it’s time to re- evaluate. What else can you bring to the table, at a time when staffs are thin, and the pressure is on? Whether it’s become a pro in the production studio, learning how to schedule music, editing video, improving the website, or working on sales events, your versatility in this environment is your strength.
* TSP = TSL. Show prep, focus, keeping up to date on what’s happening in the world and across the street has never been more important. And strategically, teasing to create real TSL is more important than it’s ever been. So, while we’re throwing around acronyms, try this one on: TSWI (Time Spent Winging It) must go down for TSL to go up.
* Develop Your Own Celebrity. Gone are the days when stations will promote their air talent. So, take control of your own brand. Reach out and become part of your community. Get involved with a local charity or cause that resonates with your audience. Pitch a local TV station or newspaper to report on concerts that come to town. Develop a local voiceover business that will bring in the dollars, and build relationships with advertisers. Audition to be the PA announcer for the local sports team. And don’t forget that it is very much about who you know.
* Tune Into Your Audience’s Pop Culture. Too often, DJs assume that they’re the center of the universe. That couldn’t be further from the truth in 2009. What’s your audience into, and how can you participate in those activities to better connect with them? What movie are they likely to see this weekend? What TV shows are they watching? Is there a hot new video game they’re likely to buy, or want to find out more about? If you’re connected to the cume, your content will be that much more relatable and sharp.
* Show Up. As Woody Allen once said, “80% of success is showing up.” Volunteer for appearances, not just the ones that have talent fees. Non-paid events with lots of listeners are marketing opportunities – for the station and for you. Learn how to do a great appearance, including how to dress, and developing activities you can do with listeners and clients. Find a sales rep or two who you can work with on promotions. They know the jocks that are great at appearances and events, and regularly steer their clients to these personalities.
If you haven’t figured it out yet, you’re in sales. And if you can nurture client relationships and be effective at appearances, you can cement your security. We call it “retail radio” – your version of “retail politics.” If you think back to the election, Obama and McCain had massive marketing budgets. But they still spent every day in union halls, at school and churches, at spaghetti dinners, and at town hall meetings. Why? Because meeting the candidate drives the vote. The ratings are your election. Work the room (cume), and get retail.
* Connect With Your Audience. Call back listeners who have won prizes on your show to be sure they had a good time at the event. Answer your phones in the studio, no matter what. Return emails you receive from listeners within 24 hours. Don’t roll your eyes at the same old requests or questions. Treat every listener with respect.
* Pull Back The Curtain. The audience wants to know what it’s like behind the scenes at the station. Give them a glimpse, either through a video blog or use of a webcam. If you’re an interesting person outside of the studio, let a hobby or a passion come to the surface, and use it to show another side of yourself. By revealing more of yourself, you strengthen the connection.
* Be A Gracious Celebrity. We’ve all had brushes with famous people. When they’re positive, they’re unforgettable. But the bad ones are indelible, too. People talk about celebrities, and in your local community, that’s who you are. Be nice, reach out, work the room, and remember that the first impression is the one that will always be remembered.
* Take Advantage Of New Media & Social Networking. Use digital tools or run the risk of being left out in the cold. Write a blog. Improve the profile on your station’s website. Work on your Facebook and MySpace presence.
Ryan Seacrest has over 400,000 followers on Twitter, and Dr. Drew is in the same ballpark. But it’s not just about how many followers or Facebook friends you have; it’s about posting great content and building relationships with fans.
Poor content is a waste of everyone’s time and it will water down your image. But interesting content helps your cause. We’ve seen DJs provide excellent play-by-play from SXSW and the Rock & Roll Hall of Fame inductions. Further, there are morning shows who find great callers on Twitter and Facebook, and stations that tell their friends exactly when a new song is coming on or when they can win some cash. Guess what – those are the stations and personalities that are winning.
* Don’t Forget It’s Showbiz. During tough times, it’s easy to lose sight of the fact that most people still have a great deal of respect and awe for radio – and you. Approaching your job with professionalism, showing up an hour before you go on the air, and displaying a strong work ethic can help you get through this.
Radio has the reach, and the new media tools are in place. The coaching and management direction may be in shorter supply, but there’s never been a better time for talent to take control of their careers and their brands, and become more valuable to themselves and to the stations they represent.
Keith Cunningham is the AM Show and Talent Development Specialist for Jacobs Media. Reach him at keith@jacobsmedia.com.
