Radio Still Matters

As mentioned in the previous post, over the course of the next few weeks I will be discussing the power of Internet radio. Before getting into the nuts and bolts of this new medium, it's important to underline why radio still matters.

Considering current moves by corporate giants like Bell Media, it's tempting to assume that radio is a dying medium. For terrestrial radio, declining listenership and marketshare over the past two decades certainly paints a grim picture. This decline can be attributed to a number of factors, the growth of alternative mediums such as on-demand streaming, podcasts, satellite and Internet radio. But people don't opt for an alternative just because it's different. What has driven listeners away from traditional radio has been the steady decline in quality content. Listeners are hearing more advertising and promotion and fewer voices and personalities.

In many ways, media companies have secured their own demise by overlooking the core value of their product. One would think that the response to increasing competion from alternative mediums would be investing in innovative programming and diversifying the delivery model. Instead the strategy has been circle the wagons, consolodate operations and cling to whatever audience is left. Then again, it's never really been about the product for media companies, it's always been about delivering profit to shareholders.

That said, the growth of alternative models is an obvious sign that as a medium, radio has never been stronger. What makes it such a valuable form of communication is not so much the technology, but rather its humanity. Radio does what its traditional rivals could never do. It is the power of music and voice delivered to virtually any context. You can't read or watch television in the shower or while driving...although you could, but I wouldn't recommend it. Beyond its broad accessibility, radio captures the human conversation which is about thoughts, ideas, expressions of art, our reaction and experiences with local and global events. It becomes the soundtrack to daily life that is as intimate as it is enlightening. It is a community voice and it is also that voice in our heads that connects our common experiences.

For those that are alone or feel disenfranchised, radio can be a familiar and comforting voice. The emotional connection listeners have to this medium is unlike any other. It resonates with our basic need to be part of a greater community, to belong.

It amazes me that companies could be so blind to the inherent power of radio. It is to their detriment that they chose money over people in an industry whose most valuable asset was the human voice. Thankfully there are alternatives. Radio still matters because people matter.

- Graeme McDonald

Statement Regarding Bell Media

Those who follow me on social media already know my personal views with regards to the recent layoffs at Bell Media. As program director and general manager of CJIM I would like to offer an official response. To begin, on behalf of everyone at CJIM I wish to express my deep sadness for the loss of many talented voices and personnel from Montreal radio. For some, more established on-air personalities, there will no doubt be other opportunities that will quickly present themselves, but for many others, particularly those who work tirelessly behind the scenes, the challenges will be much greater.

We have always believed that what makes great radio is great people. Many of the most successful business models come from investing in the quality of the product, and in radio that means the voices and staff that strive to entertain, inform and connect listeners with their community.

The relationships that on-air personalities develop with listeners is one of the most valuable assets a radio station can have. This week, Bell Media put the bottom line ahead of its audience. It should be noted that these cuts came after Bell Media posted a significant profit last quarter, and has done so for some years. Rather than investing a portion of that profit in the development of a superior product, they chose to pocket the cash and slash even more spending to widen the margin of profit.

There are many frustrated and angry listeners in Montreal who have now pledged to tune out Bell Media stations and switch to alternatives, including CJIM. Believe me, we understand that frustration. It was a similar disillusion that was in part the catalyst for launching CJIM five years ago.

That said, I want to make clear that there are still many talented people in mainstream radio who have worked extremely hard to earn their opportunities. I have the utmost respect and admiration for their success and in no way do I wish to diminish this by undermining their audience. I know they too are deeply upset by these cuts, but speaking out would put their livelyhood at risk.

To our loyal listeners and those that chose to discover CJIM for the first time, I want to assure you that we are fully committed to providing the highest quality radio with the resources we have available. Yes, we are a small station, but with the help of our audience and the incredible energy and enthusiasm of every member of the CJIM family, we believe that we can become more than an alternative to large-scale corporate media.

In the coming weeks I will be discussing why radio continues to be a powerful medium and how the Internet has and will revolutionize the industry. In the meantime, I encourage you to discover CJIM for yourself, not out of anger and frustration, but simply for the love of great radio.

cjim.ca/live

- Graeme McDonald