Doug McIntyre

Red Eye Radio host Doug McIntyre gets my nod for Most Insightful Speaker at this year’s Talkers New Media Seminar.  During a panel discussion about the challenges facing talk radio, McIntyre said:

“I’ve always thought of doing talk radio as an actor doing Shakespeare.  We all have the same words to work with, so the difference between a good performance and a bad performance is what the host brings to those words.”

How true.  Every host (general topic or sports) wakes up to the same pile of stories and issues.  The best hosts filter that material through the prism of their own worldview, life experience, emotion and talent.  The most intriguing prisms result in the most intriguing shows.

Too many hosts today are coasting on the content.  They focus on predictable story angles, take ridiculously obvious positions, crib from Rush and deliver shows no more compelling or thought-provoking than a political conversation with your neighbor the opinionated corporate accountant.

Some of these hosts probably just aren’t very interesting people — that’s going to happen when you keep cutting the budget line for “talent.”  Others maybe haven’t been coached on how to tap into their true selves.

Whatever the reason, we’re putting on too many weak performances in the talk radio theatre.

– Consultant Holland Cooke did an excellent job of reminding talk radio pros that their next gig may not be at a radio station.  Cooke urged attendees to think of themselves as content creators — writers, public speakers, Internet experts – who can help businesses and others deliver their messages in multiple media.  He recommend several books for those facing career transitions (i.e., everyone in radio), including  The Long Tail by former Wired editor Chris Anderson.  I echo that advice.  The Long Tail will change how you think about modern commerce — and your future opportunities.  Anderson summarizes the book’s lessons in this video.   Check out this  funny-because-it’s-true take on The Long Tail.  See the rest of Cooke’s recommendations here.

– A panel on podcasting raised some eyebrows as audience members learned that there are radio and non-radio people making some serious money with Internet and podcast programming.  More on that in an upcoming edition of Talk Frontier.

– The Big Buzz came with Rush Limbaugh’s appearance to accept Talkers’ Freedom of Speech Award.  Aong the other notable hosts in attendance at the event:  ABC/Premiere’s Sean Hannity, ABC’s Mark Levin, TRN’s Laura Ingraham, Air America’s Lionel, Dial Global’s Ed Schultz, and The Wall Street Journal’s Gordon Deal.

– Among the positive things discussed in the hallways: The news/talk format may see dramatic growth as a result of radio’s current struggles.  Syndicators are actively hunting down struggling music FMs and working hand-in-glove with the owners to flip them to talk.  True, the resulting stations tend to be heavily syndicated, but more talk outlets means more local opportunity as times get better.

– Talkers honcho Michael Harrison claims registeration of 400-plus, and the seminar’s key events were indeed packed.  Following the trend at all talk events in recent years, the vast majority of attendees represented syndicators or other suppliers.  There were no more than a dozen local-level PD ‘s at the seminar. 

But one must give a huge tip of the headphones to Michael Harrison.  In a year that has seen the demise of R&R and its talk seminar, a hiatus for Al Peterson’s fledgling talk event, and massive revenue and job loss in the radio industry, Harrison went ahead with the New Media Seminar.  In a time of uncertainty and fear, he provided a safe, comfortable place for the news/talk format to huddle together and strategize for the future.  Kudos to you, Michael Harrison.

Notes from the New Media Seminar:

– Talkers founder Michael Harrison declared in his opening remarks that the event would emphasize “positive responses to the challenges” faced by the format and its people.  To that end, much of the first day’s content was devoted to the digital realm and how hosts and programmers can make the most of the Internet ans social media to boost their radio shows.

– In a live video appearance, Dr. Laura Schlessinger urged the audience to find as many ways as possible to touch their audience throughout the day.  Blogs, Facebook, Twitter, TV guest shots, personal appearances, books, columns, even live stage shows, should all be used to funnel listeners back to radio.  Said the Doc: “It’s not enough to flip on the mic once a day and say, “Hi! I’m here!”

– TRN is the dominate syndication presence.  The network of Mancow, Michael Savage, Laura Ingraham, et. al., has flooded the zone with sponsorships, programming staffers and its hosts.  Harrison praised TRN for believing in talk radio future, and investing in that future.  That investment is very much on display at the NMS.

– According to Harrison, that future will be shaped by:

a)  The imminent death of the 30 and 60-spot as the prime methods of revenue generation.

b) Talk’s move to FM, which Harrison declared to be the salvation of the FM band.

c) Podcasting’s evolution from “a tool to a product” that is capable of generating serious money.

d) The rise of a “lesser fool theory” among radio station owners and buyers, which will lead to a “renaissance” in radio.

e) Most importantly, Harrison says, talk radio’s future will be defined by the transformative power of the Internet.

– Among the PD’s on hand: WNYM/New York’s Peter Thiele, WABC/New York’s Laurie Cantillo, KXNT/Las Vegas’ Jack Landreth, WBT/Charlotte’s Bill White, and WTKK/Boston’s Grace Blazer.  Network programmers spotted include Fox’s Mike Elder, Air America’s Bill Hess, and TRN’s Phil Boyce.  Former Clear Channel talk honcho Gabe Hobbs is here. 

And in a reassuring sign that life goes on no matter what, convention stalwarts Jim Bohannon and Art Voulo are in prominence.