One final thought for the day. The box truck I drive around in at work only has a radio, so I’ve been listening to quite a bit of radio these days. Normally, I never listen to the radio. So, I’ve been thinking about the radio business a bit, and for the life of me I can’t figure out a few things.
First, how the heck do the stations make money? Yes, I know they sell advertisements, but who actually listens to those advertisements? I for one know of nobody who either pays attention to the ads or doesn’t flip to a different station when the ads start running. If nobody really hears the advertisements, they won’t do their job. Theoretically, the businesses will discover this and then not run any more ads, thus the stations will cease to generate income. However, this is not the case. Indeed, there are so many stupid ads that it’s annoying to even bother listening to the radio.
Second, why do people listen to the radio? I’m thinking about the song selection specifically. I see there are several problems with radio song selection. One, the listener has little to no control over what song is played. Song requests are relatively rare, and listener-determined “countdowns” are a relatively tiny portion of total playtime. Two, in my experience the rotation is frustratingly shallow. There was one day I heard The End (Seattle’s big new rock station) play the same song three times in three hours. If you spend any significant amount of time listening to the radio, you too probably have noticed the repetitive nature of play order. Or, worse, one of the few good songs is overplayed until it just becomes annoying. Three, songs often have negative qualities that incline the listener to stop listening. Such qualities may be that the song is offensive, boring, poor sounding, too loud, too soft, too slow, too fast, annoying, juvenile, or just plain stupid. It seems to me that most listeners probably only tolerate songs rather than actually enjoy them.
Finally, why DJs? Seriously, does anybody want to hear some idiot or group of idiots jabber on about some inane subject? I sure as heck don’t want to. And, again, I for one know of nobody who actually enjoys listening to DJs. Usually when the DJs start yammering, people mutter some type of oath and change the station. Why don’t the stations just play music and every so often read the news, traffic, and weather reports? Just read them. No commentary. Of course, there are some stations that are exceptions and have very little in the way of DJ babble. These stations are like a breath of fresh air.
I’ve come to the conclusion that there is a vast body of people in this country that actually pay attention to radio ads, prefer only a few songs to be fed to them at a time, and enjoy the prattle of DJs. These people must exist, but I have never met one. Maybe they all live on the East Coast . . . but how would that explain West Coast stations? I don’t know. I’m at a loss.
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Currently listening to The Radio Still Sucks by The Ataris