Moneyball: More Meaning, Fewer Words, Maximize Listening
• A few days ahead of the May 7 deadline to have REAL ID compliant credentials to get through airport security, we heard a midday host bring up the topic coming out of a song. As someone who’s dragged their heels on upgrading their driver’s license, I was engaged by the topic. The host mentioned that you’re still in the clear if you have a valid passport, but for nearly two minutes went over and over how difficult it will be to get through airport security without REAL ID (while never mentioning where to get more information). The bit lead directly into a commercial break.
Our research shows again and again that music radio is better when it’s hosted by humans who can entertain, engage, and inform listeners. Talented hosts elevate music radio beyond being just a music utility. Hosts are companions for listeners. They might be saying something amusing. They might just try to make them feel good. They might pass along pertinent information. They might agree with the listener about how great a song is or mention an upcoming concert of the artist.
It’s also worth noting that several research projects across the past year or so have shown that many listeners persist in the belief that DJs pick the music on stations. It’s almost impossible for DJs to not get tired of titles within the necessarily narrow playlists on stations. But those songs are in rotation because research confirms how many listeners LOVE them. Connecting with listeners about songs creates rapport, making the host an even better companion.
It’s likely that the host with the lengthy REAL ID monologue believed they were being a better personality by talking for so long. We’ll argue using fewer words to communicate the message is what wins. Word economy is critical for hosts today. It’s especially critical in PPM markets, but in the face of declining attention spans, word economy makes sense everywhere.
Award-winning Broadway lyricist Lynn Ahrens talks about the need to convey a lot of information in just a few words in her work as a lyricist and credits getting a break as a composer for Schoolhouse Rock, where she would have three minutes to explain complex ideas to young minds. Condensing a lot of words into a few words takes a little time. “I didn’t have time to write a short letter,” quipped Mark Twain, “so I wrote a long one instead.” Yet, developing the skill to maximize meaning while minimizing time — while being entertaining — is crucial today.
Great hosts make it sound easy. It’s worth the coaching time to help all hosts improve — to make better radio. We’ll bet the REAL ID break could have been done over a record intro.
If you’ve just found budget for a music test or a promotion, NuVoodoo would love to help. An email to tellmemore@nuvoodoo.com will get quick attention from the right member of our team. Additionally, NuVoodoo marketing guru Mike O’Connor is publishing important insights from our latest general marketing study every week at nuvoodoo.com/articles. — Leigh Jacobs
