podcasting

The All Access Audio Summit 2023 began Wednesday (April 26), and is set to run through Friday (April 28). Bringing together leaders in radio, podcasting and more, the virtual convention is sparking conversation aimed at optimizing the impact of audio in multiple commercial forms.

Here’s a rundown of highlights from the gathering’s first day (as panels were introduced by Premiere Networks host Angela Yee).

‘What in This Day and Age is Free?’

In the day’s first session, All Access president and publisher Joel Denver chatted with Ginny Morris, Hubbard Broadcasting chairman and CEO, who highlighted a radio air talent’s value as an “entertainer, informer and connector,” with “the ability to move an audience.”

Mused Morris, “Localism and local autonomy are key tenets of what we do. We’re adding local talent in every market we’re in. Without our talent, we’re just another ubiquitous commodity. Those [broadcasting companies] that are committed to talent seem to outlast those that aren’t. And we know we’re not alone, thankfully.”

Morris also touched on AM radio, amid news that the band will not be available in certain vehicles going forward, prompting U.S. Secretary of Transportation Pete Buttigieg to weigh in on AM’s “important role.”

“I think we’re a long way from it disappearing from cars,” Morris said. “I’m involved with the NAB to see to it that all of America has access to all the ways that we’ll provide service in case of an emergency: foreign-language programming… a local baseball or hockey game… or news.”

Denver and Morris also discussed the amount of commercials on radio – a challenge, obviously, that streaming services don’t face with paid subscribers. Per Denver, “We’ve been running radio the same way the last 50, 60, 70 years.” Morris conceded, “We have to make payroll and keep the lights on,” while pointing out that Hubbard stations limit hourly commercials to 12.

“I personally love commercials,” she said, citing financial benefits for both radio and advertisers. “I wish they were more entertaining. We’ve tried to work on our creative and commercial content – it works better for clients, and their business grows.”

Morris reinforced the century-plus history of radio’s “no-trial, no credit-card” model: “What [else] in this day and age is free?”

As for maintaining the medium’s overall place in audio, “Super-serve your local community,” she offered. “We’re making sure we’re earning our place in the lives of our listeners.”

‘Art and Science’

After Jacobs Media president Fred Jacobs presented the results of the company’s Techsurvey 2023, the newest edition of the spotlight on core radio listeners’ media consumption habits, a panel discussed streaming metrics and radio’s traditional reliance on callout research – and where the two meet.

Sean Ross, Ross on Radio editor, advised radio programmers to “listen to music” and “don’t let TikTok have it all,” when it comes to exposing rising songs. “Top 40 is too narrow” in its variety of sounds, he said. “I just don’t think TikTok should be the decider for everybody. It’s one great source, but I don’t think it should be everything.”

Mark Adams, iHeartMedia vp of CHR and program director of KIOI and KYLD San Francisco, echoed Morris’ view that radio, with its air talent, boasts an advantage over streaming. “Listeners are bombarded with choice,” he said. “We have the ability to curate a better experience. It’s about the content, stupid. Are we providing a companion-based music experience?”

The panel also featured Louie Diaz, Cumulus vp of top 40 and rhythmic formats; Alissa Pollack, iHeartMedia executive vp of global music marketing; and Amie Vaughan, 300/Elektra executive vp of promotion and streaming.

“Art and science,” Vaughan marveled. “What a great business we have.”

AI: ‘We Have To Be Careful How We Use It’

Tim Clarke, Audacy senior vp of audio content, led a panel that covered multiple topics, including mulling uncertainties “as we go through the forest with a machete” regarding artificial intelligence.

“The cons are pretty frightening,” admitted Jon Zellner, iHeartMedia president of programming operations, digital music, citing that AI could, among other downsides, lead to higher unemployment. He feels that AI’s most important risk to radio is that it jeopardizes “discovery, surprise, trust and companionship. There are ways we can use it, but it should never be at the expense of a human voice.”

Smith-Richards Collective partner Tim Richards believes that AI can be helpful during a public emergency if air talent is unavailable, by creating familiar-sounding and comforting audio from prior recordings, à la voice-tracking. Still, he cautioned, “We have to be careful how we use it.”

All Access urban/R&B format editor likened the current stages of AI to “the wild, wild west.” He praised that radio programming and sales departments can use it to find out more about audiences, while engineering departments can employ it for technological advances. “The good thing about AI is we can pull the data a little quicker,” he said. Still, “That human factor will always be a part of everything we do.”

The group also discussed radio’s place in breaking new music.

“You just have to be paying attention all the time. There are so many places hit music can come from,” said Rich Davis, iHeartMedia director of CHR and KDWB Minneapolis PD.

Zellner noted research revealing that over 50% of people say that they discover music from radio – a higher share than that of streaming. While he found that stat “surprising,” he feels that listeners like hearing a DJ tell the story of a new song, as “there’s a trust factor.”

Instead of waiting for streaming to introduce hits, “Sometimes you can try to create the story, as well,” said Richards.

Again referencing radio’s role as more than a music service, Zellner directed to air talent that one break in an entire shift might be the only one that a listener hears that day, so make it count. “Make sure everything you’re doing sounds entertaining,” he said. He also advised that a morning show promo that runs throughout that day is essentially a “power song” and should be treated as importantly, by being specific and representative of members’ appeal. “More people will hear the promo than your actual show,” he said. “So make the promo kick-ass.”

“You’ve got to work harder than you ever have before,” offered Richards about radio’s current challenges among so many listener options. “The human attention span is more fractured today than it has been in the history of mankind.”

‘Great Programmers Always Find a Way’

A session on audio production continued the All Access Audio Summit’s first day (with Kelly “K3” Doherty, president and founder of Imaging House, sharing a tip that if anyone looking to record audio can’t get to a studio, solid soundproofing can be found … in a car), followed by a closing segment focused on radio programming.

Moderator James Howard, iHeartMedia regional senior vp in Chicago, declared, “Today is the good old days” for radio, and that programmers should consider “not a wish list, but a ‘can’ list.”

Greg Strassell, Hubbard Radio executive vp of programming, said, “I always quote Steve Rivers, one of my mentors: ‘Great programmers always find a way.’ ”

On recruiting the next generation of air talent, Chris Eagan, Cox Media Group vp of audience and operations, said, “It’s everywhere. We’re a lot more open to letting someone on a radio station than we were 20 years ago. We’re a lot more flexible. If someone shows the talent, or ability, there’s a lot less, ‘Bring me a tape.’ The relationship has sort of flipped.”

The panel, which also included Reggie Rouse, Audacy vp of urban programming and WVEE Atlanta PD, and Tony Gray, president and founder of Gray Communications, cited eager board ops and personalities on TikTok and Instagram, among other social media, as potential on-air voices. Howard suggested bartenders, as they can multi-task and “are great storytellers.”

As for finding hit songs, Eagan cited the importance of simply loving music, as how could one be a chef without liking food? “Be a scholar of music,” he asserted.

Replied Howard, “People love music and animals. If you don’t, you’re a serial killer.”

Meanwhile, as talk turned back to streaming’s place among programmers’ menu of song options, fellow panelist Beata Murphy, PD of iHeartMedia’s KIIS Los Angeles, recalled how the station helped make Encanto’s “We Don’t Talk About Bruno” an unlikely radio hit last year.

“I like to look at streaming, Shazam, other stations,” she said. “But then there’ll be a song every once in while … [“Bruno”] was the No. 1 streaming record, by four times, in Los Angeles. LA is the home of Disney, and it’s a Hispanic-leaning song. We tried it, the jocks set it up properly, it started a conversation, we played the record and then it started testing. That’s something I grabbed from streaming. We set it up properly so it didn’t sound crazy. It worked.”

Murphy further noted, with pride, listener response about “two favorite brands” – Disney and KIIS – “colliding.”

Summed up Strassell about radio in 2023, “Especially coming out of the pandemic, create that awareness. Hopefully your products are great and people will find you. Let’s remind people how great we are.”