Richard Wagoner is a freelance writer based in San Pedro. Send questions to him via e-mail at rwagoner@cox.net.
Posted: 06/03/2011 02:38:42 PM PDT
Updated: 06/03/2011 02:50:12 PM PDT
LOS ANGELES DAILY NEWS
Rich Appel writes what he calls an e-blog-azine called ” Hz So Good,” in which he discusses radio and music.
In this article, Appel throws out something very frightening to radio freaks such as myself, asking: “Would the world miss DJs if (and, shudder, when) they’re completely gone?”
“It’s been so many years since personality Top-40 or freeform ruled the airwaves that few are old enough to draw a timeline back to a Don Steele, Scott Muni or Frankie Crocker. Even if they could, the rules have changed. Most listeners like a DJ who is engaging, but on their terms: tell me what I need to know, then shut up and let me enjoy the tunes. Steele, Muni, Crocker and really anyone from the Mesozoic Era of DJs answered to no one. They were entertainers first, it was their show.
Pause to focus on that last word: “show.” When radio personalities were bigger than the music they played, it really was their “show.” You knew, and it mattered, who was on your radio and at what time…” [Hz So Good]
No, Appel is not proposing that DJs be removed from the airwaves. Actually, he laments what has happened to radio.
The problem he brings up is multifaceted: “One, younger listeners are less aware of what a DJ is capable of, (and) two, which is really disturbing, those who do remember and are aware, don’t seem to want it any more.”
There’s the rub. Most of the personality, creativity, and – dare I say it – fun, has been sucked out of most radio stations. And I agree with Appel that young listeners are not aware of it. Heck, most people under 45 have no clue how great radio can be with the right mix of music, personality and promotion. It just isn’t done anymore, or at least not regularly on most stations.
Which is why I disagree, at least somewhat, with Appel’s second point. I don’t think those of us old enough to remember don’t want it, it’s just been so long since it was done right that we’ve pretty much given up.
Need some convincing? How about the KMET celebration hosted by The Sound (100.3 FM) two years ago that caused such a boost in the station’s ratings it might have single-handedly saved the format. That was far less about the music than it was the personalities. And people are still talking about it, as they do the original KMET. Or how about the fact that a Hot 92.3 survey found that listeners not only love Rick Dees (mornings) but also Art Laboe (evenings), two personalities known for connecting with their audiences?
Laboe, in particular, has been connecting with – and is respected by – his audience so much that his fans span generations.
Radio is magic when it is done right. And the first programmers who rediscover that and grow their talent are going to make a killing in the ratings.
Of course, it will take some guts to get it done. We need someone from the old school … or a newbie who hasn’t been tarnished by what passes for popular radio these days.
[KISN Portland music survey 1964 - DJs include: World Famous Tom Murphy]
Steve Slaton will host afternoons at KJR FM. Could the station be headed toward a true Classic Rock format?
