(By Mike McVay) Looking back to this time, one year ago, I predicted what I believed we would see and what we could expect in 2021. Checking my report card, I would give myself a B-. Better than average, but not worthy of a “pizza night” reward. The pandemic extended longer than most of us expected it to, and the world hasn’t unified in the way that was expected, to shorten the timeline on its eradication.
I predicted that the pandemic would force all of us to change how we operate. In some cases, it has accelerated the timeline for what would have been eventual changes. Starting with “Audio” becoming the key word to describe the medium versus “Radio” which is simply a receiver for over-the-air (OTA) content. That receiver isn’t the only place one can hear Audio Programming. Audio is the better name in that it describes what’s delivered to many platforms, including digital.
Many have debated whether or not we’re doing a disservice to the medium by calling Radio by the name Audio. My experience this past year working with a highly respected and widely successful advertising agency, known for branding, is that Radio is seen as a diminishing medium. Radio is, unfortunately, seen as “old” media. However, the word “Audio,” is seen as a part of “new” media. I couldn’t have predicted that the pandemic and the loss of commuters would so negatively impact our image. Listening, yes. Image, no.
December last year I predicted that smart programmers would adapt to the changes the audience had made in regard to the hours when the most radios were in use. Working from home led to a shift in when individuals started their day. Some highly successful morning talent continued their shows later in the day. That showed no significant growth. It was akin to sticking one’s finger in the dike to stop the leak. Using 20/20 hindsight, there was little that could be done to stop the audience erosion created by the pandemic. In many cases, performance failures continue to be blamed on the pandemic. Wrongly.
My prediction was that talent would continue to perform from locations other than in the station’s city of license. Meaning more remote talent, some of which would never go back to the studio, and others who would temporarily be displaced. That was true and remains true. Unfortunately, what this realization led to was fewer talent doing more shows for multiple markets.
To that end, I predicted accurately that those that perform at a high level and are successful based on ratings & revenue, will be in greater demand. Unfortunately for on-air personalities, more stations moved to voice-tracking, or to the use syndicated programming, in non-drivetime hours.
Among my predictions for 2021 was the elimination of promotion departments, or severe disassembly to one person handling it all. Promotions and their value were reevaluated, as was the size of promotion teams. Largely due to no on-air contesting, fewer in-person events, few live concerts, and the inability to generate pre-pandemic revenue from events. Promotion departments, starting in the summer of 2020, were largely eliminated. The return of that department started this past summer.
I also predicted that research companies would see a resurgence in business as the shift in the audiences “wants” and “desires” could not be taken for granted or assumed to be what they were pre-pandemic in 2019. The use of research has started to rebound in 2021, but it’s still not where it should be. We continue to make assumptions that the world we’re living in today is the same as the one we lived in before March 2020. That’s an assumption that shouldn’t be made.
Mike McVay is President of McVay Media and can be reached at [email protected]
“My prediction was that talent would continue to perform from locations other than in the station’s city of license. Meaning more remote talent, some of which would never go back to the studio, and others who would temporarily be displaced. That was true and remains true. Unfortunately, what this realization led to was fewer talent doing more shows for multiple markets.”
And, “Unfortunately for on-air personalities, more stations moved to voice-tracking, or to the use syndicated programming, in non-drivetime hours.”
Yes, this is what the shareholder-driven “big boys” — iHeart, Audacy and Cumulus, in particular — have done to ransack the broadcast radio industry. Then, sadly, the pandemic gave them the cover to degrade OTA radio even further. In the end, their “strategies” and “synergies” hurt everyone involved — listeners, clients, and even themselves.
So, yes, it will fall to the smaller players, like myself, to try to maintain the integrity and local commitment that broadcast radio is supposed to be. I recently won a permit in FM Auction 109. I will not be following the self-destructive path of the aforementioned behemoths in their ruinous ways when I get the station on the air. Why in the world would I, if I want to survive???
Mike, your perseverance in the industry is equalled by few. Your observations are always interesting but a few things not mentioned here are concerning to many of us.
The word “Audio” to describe that medium we have used for over 100 years to get words, music and news-well, no one turns on the “Audio”.
Small talk there. More importantly is your prediction of talent working from other than their home city – scary. Martha Quinn will take over at least 35 iHeart stations soon – not to take away from her talent one bit, but there will be a local connection lost in what’s one of radio’s hottest formats.
I can’t wait for the prediction of shorter stopsets, local talent, local contests and radio stations being more involved in their home cities. I’d like to see the prediction of competitive radio stations again rather than having to “help the cluster. Radio’s awesome charitable income during this Holiday season is impressive but we can do it better. Much better. Will it happen? I can’t make that prediction. Mike, in your position as an advisor to the industry – can you?