I cringe every time I hear a well-meaning PD or GM instruct
a personality to focus everything they create and present on "our target
audience." It often goes something like this:
"Our target audience is a
woman 25-44. I want everything you create or put on the radio to appeal to her.
Figure out what she cares about. Find out what she's talking about. Imagine
what she's thinking about. Find out what she likes to do. Everything on your
show should be about her. Just to remind you, I've put a big picture of her on
the control room wall so you'll see her every time you open the mic."
These instructions are debilitating and dehumanizing.
Without saying it, they strongly imply that the life the radio personality is
living has little in common with the "target audience" and doesn't
really matter when it comes to creating stuff to put on the radio. The effect
is corrosive. When radio personalities are constantly told, subtly or directly,
to look outside themselves for ideas for their shows, they suffer a loss of
self-awareness and self-esteem. Their individuality and even their humanity are
diminished. They gravitate to safe stereotypes about the "target
audience." They rely on trending topics on social media and syndicated prep
services. They begin doing a show to please their bosses and not themselves.
They end up doing a show that excites almost no one, including themselves. It's
not distinctive. It's not personal. It's not intimate. It's not memorable. It's
not important. The lack of energy, enthusiasm, and passion is palpable. And
sadly, the show sounds just like every other morning radio show. For example,
when was the last time you heard a morning radio show with a female
"target audience" that didn't have a woman reporting celebrity news
and gossip each day. The exact same celebrity news and gossip heard up and down
the radio dial and widely available on Facebook and other social media. You
know, the ever present trending topics.
The tyranny of the "target audience" instruction
has created countless victims within the radio business. It's also caused many
really talented and interesting personalities to flee traditional AM and FM
radio for places like the world of podcasting that allow more creative freedom
and encourage innovation and experimentation. I've talked to many of the
victims over the years. Regrettably,
what they all seem to have in common is a loss of their individuality and
personal identity. When I ask them what kind of show they want to do, they
always tell me, "I can do whatever kind of show you want me to do."
They often ask me, "What is your target audience?" If I give them an
answer, no matter what it is, they nearly always tell me, "I can do a show
for that audience."
There are other big problems with the "target
audience" instructions. They assume every woman or man is living their
life as part of a homogenous demographic group. Like every woman 25-44 has the
exact same life with the same interests, wants and needs. They also assume that
it's possible to predict, with some certainty, what every man or woman wants to
hear on the radio because they belong to a demographic group. That's a myth. If
it were true, every song would be a hit, every movie a blockbuster, every book
a bestseller, and every radio show would be killing it in PPM.
So why not forget the mythical "target audience"
and instead encourage personalities to focus their creative efforts on the one
thing they all have in common with their listeners? Male or female, no matter
our age, we all share the same set of emotions. Joy and sadness. Love and hate.
Doubt and fear. Emotion is the universal human connector. The surest way for a
radio personality to create the most distinctive, appealing, and relevant
content and attract the largest and most loyal audience possible is to pay
attention to what rings their emotional bell in every event and circumstance of
their lives. What makes them laugh, cry, or marvel. What generates a sense of
wonder and awe. What causes them to think or feel differently or completely
change their mood. What inspires them. What gets them truly excited and arouses
their curiosity. This is the source of great content because it springs from
what we all have in common. Not our age, sex or demographic group, but our
humanity, our human emotions.
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