A Proposal To Save Radio
by Alex Cosper (2/27/08, revised 2/22/09)


The radio industry has become a smaller version of its bigger than life identity in the new century. Once a pop culture icon, radio's influence over people's lives has been melted down by the iPod, the internet and a bunch of other new media that actually makes a lot more sense than radio.

For a great example how radio once played a major influence in people's lives yet now it doesn't, read The Rise of Alternative Radio. Radio popularity actually was at its highest when it wasn't so corporate. Then corporate radio went on to prove to be one of the biggest flops in the history of big mergers as almost all big radio chains lost big money in the big picture. The good news, that I'm happy to report, is that I was right all along about the radio industry: that big isn't always better.

Ever since the best radio programmers were replaced by sales geek bean counters who keep ending up counting less beans every year, radio has been on a steady downward path in the numbers that count: ratings and profit margin. While some radio executives have admitted times are tough and use the overall economic downturn as an excuse for radio's decline, many top radio decision-makers remain complacent in industry interviews that "radio is doing just fine" but the numbers reported to Wall Street and shareholders speak for themselves.

Who has the real answer to save radio? So far, nobody. The top players talk about the problems or talk as if they are ignoring the problems, while actual viable solutions seem lacking in the discussion. That's why I came up with this proposal to save the radio industry.

The radio industry needs to rethink everything. Radio should have never ignored the tech revolution that helped pound radio down to Earth after several decades of having been adored as a compelling mystery of the sky. Radio needs to continue merging with new media and quit thinking of itself only as an audio stream. Radio needs to interact with interesting people more. Radio needs to care about the music it plays instead of just playing follow the leader with the collapsing record labels. Radio needs to quit posing as a bigger than life medium and strive to help empower groups of people.

Radio worries too much about sales as the only thing that matters, when in reality the only thing that matters is radio's impact on moving markets with a loyal audience. It's one thing to take someone's money and then celebrate victory. But it's a lot bigger victory if everyone wins: the station, the audience and the advertisers. That's why advertising needs to be tailored more as an informative pitch rather than wacky gimmickery.

Radio also needs to be more creative. It needs to take some chances - not wild chances - just directions that point to utility instead of futility. Radio at one time was a tool to help people tune up their lives. But when the sales guerillas tooks over, the listener was bombarded and overwhelmed with hype that not only crushed the spirit of radio as a tool, but just flat out made radio less interesting and exciting.

Some bloggers say radio will always be around because it's in cars. What they are forgetting is that now internet radio can be heard anywhere, including cars. All it will take are a few hundred imaginative players to make internet radio more listenable than standard corporate terrestrial radio. The radio industry needs to explore how to fit in with this growing maze of more amazing choices. If radio doesn't get back to hiring creative-minded programmers soon, then it could be too late, but one likes to hope for the best.