Hand-to-Hand Combat

By now any smart local talk host has staked his claim on the digital frontier.  He has a blog on the station’s website, a Facebook page, perhaps a personal web page, and maybe even a Twitter feed.  He is in constant virtual contact with their audience.

But when is the last time that host looked a listener in the eye, shook his hand, and engaged in a face-to-face conversation with him?

Make no mistake, the digital conduits are extremely powerful. But the web is no substitute for personal contact in the battle to build and maintain audience and influence in the local community.  This is especially true for talk radio, with its audience of 40- and- 50-somethings, who are not “digital media natives” and still put a great deal of importance on personal interaction.

In the current environment, local hosts who want to keep their jobs must add value by differentiating themselves from satellite-delivered alternatives.  Best way to do that:  Build a true, intimate personal connection with the market.  Talk about the hot local issues, lead charitable efforts — and equally important, get out there and be seen!   Host town meetings; speak to community and professional groups; broadcast live from the market’s signature events, go on sales calls.  A clever salesperson will figure how to sell all of this stuff, thus adding to its already considerable promotional value.  (WSB-AM is currently running a “Take Neal Boortz to Work” contest.  Boortz will broadcast his mid-morning show from the winner’s workplace.  Comcast is the sponsor.)

True, this is all just blocking and tackling.  But solid fundamentals are crucial to winning.  Just ask some winners.  WSB-AM’s Clark Howard is nationally syndicated but understands that Atlanta is his briar patch. That’s why he walks in the annual July 4th parade (to constant spectator yells of “Hey Clark — I’m Clark Smart!”), and does innumerable charity-related remotes, including broadcasts from several Wal-Marts to collect Christmas toys for needy kids.  WTVR-FM morning man Bill Bevins is the King of Richmond, Virginia.  Why?  He does a great show, and, as his former PD once said, “If three people gather on a street corner in Richmond, Bill shows up to schmooze them.”

A final observation from beyond radio: On his website, Chicago crime writer Marcus Sakey offers to phone-in to any book group that is reading one of his novels.  If the group meets in the Chicago area, Sakey will show up in person to discuss his work.  It’s no surprise then that Sakey worked in advertising before his breakthrough novel.  The guy knows how to sell it…