Link Radio White Paper

There’s a single question on the lips of Radio programmers and managers. Chances are you’ve had the conversation in your building with co-workers or colleagues. We all know the business is changing. The big question on everyone’s mind is:

Where’s it going and how do we keep up with it?

There are lots of opinions on the timetable, and differing points of view on what the future of radio will look like, but one thing is certain: In order to succeed in the future, Radio will have to evolve. How it will change and what that will look is what many in the industry are talking about and the word that many programmers come back to is simply one word: personality.

You’ve probably heard it so many times you’re sick of hearing it: It’s all about the content. The younger generation already gets their music from sources other than radio, and the experts say that adults aren’t far behind their younger counterparts. Experts are challenging Radio to be more than just a jukebox rotating the same 230 songs over and over again. That brings up so many questions it makes your head spin:

• How do you position your station to remain competitive?
• How do you deliver compelling content, while staying consistent with the music images of the station?
• How do you remain within budget?
• Where do you find the talent?
  

Those are just a few of the questions being asked throughout the industry. Within this discussion, we’re going to hear from some of the industry’s leading programmers about where the concept of personality is going, whether it’s the correct move for some stations, and their thoughts about how broadcasters can effectively add the right personality to their stations.

How did we get here?

Every broadcaster has a story about what inspired him or her to get into the business. And for most of us, that thing that inspired us wasn’t a song, it was an on-air personality: A jock, a newscaster, someone who connected with you and drew you into a career in this business. In those days Radio was a more dominant part of daily life, in fact, it reached virtually everyone. Plus, let’s not forget that working at the radio station was cool. Times have certainly changed.

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