How ironic and outrageous is it that the Southern California Broadcasters Association published a press release about a study that states that "Listeners Feel Real and Unique Connections With Radio Personalities" and that "Nearly Half of Respondents Considered or Purchased Products Recommended By Their Favorite Radio Personalities"? How dare they?
As major personalities continue to vanish from local radio dials such as Rick Dees, Steve Dahl, John Lander, Gene Burns, Jim Ladd and countless others, radio continues to justify its existence by touting the "connection" between personalities and listeners. How many people feel such a connection to Jack FM, a station with no DJs? Or to the disembodied voice tracks that appear on hundreds of stations? Or to the hours of weekly infomercials that pollute local stations?
If the radio business believes that such "real and unique connections" exist and that "nearly half of listeners" buy products "recommended by their favorite personalities," why are the biggest broadcasting companies in America continuing to eliminate so many favorite local personalities? And how can a broadcast trade organization dare to tout the benefits of personality radio at the same time that their members are firing so many of those who garner such great results? Do they think that advertisers are stupid? And what about SAG-AFTRA? Where have they been hiding as radio eliminates so many bodies?
Please read this press release and give me your response. I am especially interested in thoughtful responses from the one group that is always left out of this discussion: LISTENERS, or at least, those who are left.