By Jeff Connell, Audience Growth Consultant
I’m sure you’ve heard it too. It’s come up at family gatherings, and while touching base with friends, they ask if I’m “still doing that whole radio thing.” It’s certainly been discussed in trade blogs and in the hallways of many radio stations, maybe even yours. Here’s the good news.
Radio is not dying.
It is, however, changing.
The evidence continues to grow that listening habits are changing. Opportunities to find what we do have evolved from just the four or six buttons on the dashboard to an infinite number of searchable podcasts with customizable playlists at the touch of your thumb.
The old way is “if we build it, they will come.” This mindset must quickly become extinct. If it hasn’t yet with you, you’re blessed, but you’re at the very last moment where you can begin your pivot.
We need to replace “radio” with “content.” In our format, it is “meaningful content.” Perhaps “life-changing content?”. We have an insurance policy against extinction. It’s our content. Let’s be crystal clear: The reason we can stand out and the thing we can provide is “meaningful, life-changing content.” That sounds lofty, so let’s simplify it.
It’s about Stories.
This is what keeps radio alive. Add companionship and connection to community, and that is “meaningful, life-changing content.”
There are a lot of tactics to think about for your situation, but at the core:
- Play great songs that bring people comfort and a sense of belonging.
- Move listeners closer to worship (not the genre but the act).
- Remind listeners of God’s power and love.
- Add stories from not just your air talent but also thought-leaders.
With all of these ingredients, you have the pathway to keep radio moving forward and ministry expanding.
How can Finney Media help?
We’ve got great talent coaches who know how to help your talent find their strongest points of view and uniqueness. We all tell stories, but storytelling is a skill that can be improved with evidence-based strategies and insights. We also can help reassure you that breaking “the format rules” in innovative, strategic ways might be just what you need. Visit our CONTACT US page and let’s chat.
