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January 05, 2005
A new cause for radio
I had lunch today with Fred and Paul Jacobs, who lead the largest radio consulting business in the United States.
They're finishing work on a what may be a precedent-setting manifesto about the burgeoning revolution in broadcasting that gives radio back to listeners. They call it Neo radio. It could also be called open-source radio.
I've read a draft of the manifesto; I think it will be a document that radio people will remember as a unifying cause for those who are tired of catering to Wall Street rather their listening audiences. It'll certainly be required reading for anyone who cares about the future of terrestrial radio which, right now for listeners, is bleak.
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There is a new radio station in Chicago, the 9, that remembers what music is all about.
It plays anything, reggae, rap, soft rock, 80's, 90's, country. You request it, they will play it.
It is good one to one marketing.
I might point out that Nine (WRZA) that Ms. Heisler lauds, pulled a 0.2 share in the most-recent (Fall 2004) Chicago Arbitron among metro persons 12+, Mon-Sun, 6 AM-12 Midnight. The average listener spent 12.5 quarter-hours with the station - a pretty putrid figure. It may be a great station, but it probably won't be a "worst-to-first" phenomenon anytime soon.
