Uniting the Airwaves: A Call for Collaboration in the Radio Industry

In a rapidly evolving media landscape, the article explores the growing trend of collaboration among cable, network, and news/talk radio outlets. The author argues that by working together, these entities can not only benefit themselves but also the industry as a whole. The piece delves into the potential benefits of such partnerships and the need for the radio industry to follow a similar path, highlighting the importance of telling a cohesive story and presenting a united front to advertisers and the public.

Harnessing the Power of Collaboration in the Media Landscape

Shared Platforms, Shared Success

The article begins by highlighting the increasing collaboration between cable and network news television outlets, particularly in the coverage of high-profile events like presidential debates. The author notes that the decision by CNN to simulcast its presidential debate with other networks, rather than keeping it exclusive, was a surprising move that went against conventional wisdom. However, the author argues that this approach aligns with the principle that "a rising tide lifts all boats," suggesting that by sharing the platform, the networks can collectively benefit from the increased viewership and exposure.The author then draws a parallel to the news/talk radio industry, suggesting that it should follow a similar path of collaboration. The article cites the recent decision by Audacy to lease its 880 AM signal in New York to competitor Good Karma Brands as a step in the right direction, but emphasizes the need for more such partnerships within the radio industry.

Telling a Cohesive Story

The article delves into the challenges faced by the radio industry in effectively communicating its success and relevance to the public and advertising professionals. The author notes that the general public and even advertising professionals often underestimate the reach and usage of AM/FM radio, suggesting that the industry has done a poor job in telling its story.The author argues that by working together, the radio industry can present a united front and better showcase the medium's affordability, accessibility, and availability to potential advertisers. The author suggests that the radio industry should take a more proactive approach, akin to the "Toyotathon" or "Happy Honda Days" campaigns, to beat potential advertisers and marketers over the head with the message of radio's widespread usage and effectiveness.

Uniting for Political Influence

The article also touches on the potential for news/talk radio to band together and become a more influential player on the political stage. The author suggests that by demanding more access to candidates and proposing more debates, the news/talk radio industry can assert its relevance and importance in the political discourse.The author draws a comparison to the collaboration seen among television news networks, noting that even though they have been in ratings battles for decades, they have recognized the importance of providing high-profile content to as many viewers as possible. The author argues that if television networks can put aside their differences, the radio industry should be able to do the same for the benefit of the industry as a whole.

The Path Forward

The article concludes by expressing the author's hope that the radio industry will embrace the power of collaboration and work together to tell a cohesive story, present a united front to advertisers, and assert its influence in the political arena. The author believes that by harnessing the collective strength of the industry, the radio medium can thrive and continue to be a vital part of the media landscape.