WHY RADIO SHOULD BE THANKING JIMMY
FALLON
“Fighting to Stay Free” #195...August 2015
And
now, ladies and gentlemen…
…let’s
turn our attention to the pressing needs of the radio business. I would argue
that number one on that list is attracting and holding onto the younger end of
the listening population.
Having two kids, and having taught college radio
courses, I’ve seen first hand how tough a challenge that is. In those classes,
when I’ve asked how many listen to radio on an actual radio, including in the
car, a few hands go up. When I ask how many listen to a station via phone or
computer, maybe a couple more hands go up. But for most, music discovery and
listening takes place elsewhere, as does searching out the news. One area of
radio programming that seems to be safe is play-by-play sports, if for only a
few students.
Even though my kids have had to live with a
dad who did, and does, radio - and now takes his work home with him – they only
know radio as where to find music when there’s no iPod or phone connected in
the car. When I watch them punching presets until they find the hit, it makes
me better understand how stations are programmed today, as in for instant
gratification for a fleeting audience.
The above might lead you to believe that
keeping younger radio listeners engaged is a lost cause. That may also be a
fair statement to make about broadcast television, even though in the case of
home viewing, every one of 500 channels is equal, and it’s all about what’s on
when, and where. Overall, though, the under-35 audience doesn’t even have to
watch an actual TV anymore, with plenty of video options online, including
original series on Netflix, Hulu and others. No wonder we hear so much about
“cord cutting” lately.
So the broadcast TV networks – which evolved
from radio, prior to TV’s development and growth – really have a similar
challenge to radio, especially when you consider what they’re up against, which
is uncensored content providers. No matter what they do, neither ABC, CBS, Fox,
NBC nor CW can offer programming as daring or edgy as their cable or
Internet-only counterparts, not unlike the situation network radio found itself
in during the late 1940s when TV added the visual to comedies, dramas and
variety shows. These days, programs such as Game
of Thrones, The Walking Dead, Breaking Bad and Orange Is the New Black have pushed the limits and in doing so,
have attracted a large young following.
All this said, what NBC has done with The Tonight Show Starring Jimmy Fallon
has been nothing short of phenomenal. In nearly every way one can imagine, the
odds were stacked against it from the start. Consider that Fallon followed two
hosts – Johnny Carson and Jay Leno - who, collectively, had targeted older
viewers for over 50 years. The one blip during those 50, the temporary
replacement of Jay Leno with Conan O’Brien, with the aim of bringing in youth, was
a dismal failure. Consider also the glut of competition for younger viewers in
late night, and a growing lack of interest in the traditional talk show format.
Although Fallon had done well in the 1230pm slot with heavy social media use,
edgy humor and a band that incorporated hip-hop to an extent unseen prior to
that point, would any of that fly an hour earlier?
As they say, so far so good. Fallon’s
makeover of late night talk – from using Twitter, to visually-driven comedy
bits, to games with guests, to the Roots’ rap-heavy performances throughout the
show – is definitely on youth’s radar. When I mention Fallon in class, there’s
plenty of recognition and even smiles. That’s hard to do with this age group in
this day and age.
Obviously, there’s a lesson for radio here,
but what exactly is it? Let’s put it this way: one of the classes I teach is
“Contemporary Radio and Convergence,” as in how radio has adapted to new media
and used those media platforms to remain relevant to a large audience. Fallon
on TV has done that better than any radio station.
While that should be a “’nuff said”
statement, why don’t we take the next step and theorize how radio can
“Fallon-ize” its younger audience?
·
Use
the tools you’ve got. At the
heart of it all, it’s still The Tonight
Show and it’s still mostly seen on television sets. Jimmy hasn’t forgotten
that, he’s simply brought the show and its format into the 21st
century. Which means radio that tries to be something else – as in, pushing
aside the live entertainment value only radio can deliver 24/7 – is going to
fail with youth.
·
Keep
the show in everyone’s mind all the time. With the weekly “hashtag” feature that not
only encourages viewer participation but makes it as easy as possible, an
active webpage and constant online promotion, The Tonight Show is really on 24/7. There’s no reason radio can’t
do the same as long as the programming is more compelling than simply playing
the hits and delivering only the information listeners expect every day.
·
Don’t
throw the baby out with the bathwater. Fallon’s show still has an announcer/sidekick, a couch, guests, a
band, bits, etc. In other words, the show isn’t unrecognizable to anyone tuning
in: it’s just more young-adult-friendly. So while radio may be tempted to ditch
the jingles, talent and certain music, all of those can still be effective on
the right program with the right target.
·
Don’t
be afraid to try something new. Fallon has taken The
Tonight Show places it’s never before been – such as your grocer’s freezer,
with the Ben & Jerry’s “The Tonight Dough” ice cream - and look what
happened. Not only has NBC brought younger viewers back (and yes, I realize
there’s still lots of work to do there) but it’s also held onto older viewers
who probably feel younger by watching. Radio can accomplish the same thing any
time of day, but it has to dare to try new ideas that break the
consultant-recommended mold a bit.
Without a doubt, radio is already embracing
social media and going after youth wherever they are. But that’s not enough.
NBC knew this when Fallon’s time on The
Tonight Show began, just as CBS is surely aware of this as Stephen Colbert
prepares his journey into late night. For radio as an audio-only medium, the
task is tougher, but with the right live talent, a heavy dose of enthusiasm and
passion, and content that young listeners feel they can’t live without every
day – and not only in mornings – the medium can grow its own Jimmy Fallons.
HAVING FUN ALL SUMMER LONG: That Thing with Rich Appel is
counting down the Top 100 Summer Hits of the 60s and 70s all summer long, thanks
to Ranking the 60s and Ranking the 70s authors Dann Isbell and
Bill Carroll, who compiled the list. Every week from now until Labor Day
weekend we’re giving away one of those books, each covering every charted hit
of those decades.
If you’d like to win, here’s what you do:
1 –
Send your full name and mail address to ThatThing1@verizon.net.
2 – Listen
to That Thing either Sundays at 6pm
Eastern on Rewound Radio or Saturdays at 7pm on WOLDradio.com.
3 –
Each week, we’ll draw a winner. If you hear your name, either post in That Thing’s Facebook page (https://www.facebook.com/ThatThingRichAppel)
or email to tell us you heard your name.
See you there. Click.
Rich Appel is a talented and experienced writer about the
radio and music industries. He's written Hz So Good since 1996, and written for
Billboard since 2011. His services are available for your publication or website.
Contact Rich at richappel@verizon.net.