When I was in college, I majored in Media Management, a broad field that encompassed the business of all media; TV, Radio, Print, Magazines, Newspapers...etc. Those skills could have taken me into any number of directions. But my grandparents, who lived in FL 6 months out of the year, were close to college and so I would visit with them often. It was there sitting around their table in West Palm Beach that they suggested I focus on radio. Partly because they loved the sound of my voice (but what grandparent wouldn't say that to a grandchild) but also, I believe it was because radio was such an important part of my grandfather's life.
For the last 10-15 years of his life my grandfather was considered legally blind. (That didn't stop NJ from automatically renewing his driver's license but that's a story for a different time) He wasn't actually blind, but he required really thick glasses and struggled to focus on books, TV and his computer. My grandfather was also a diehard Yankee's fan. When he was still working, he would commute with my father and listen to local broadcasters rip apart the Bronx Bombers on his way into the office and catch the beginning of the game on his way home. And once home, he would listen to almost every game on the radio.
In fact, I remember several occasions where we showed up to their house and he would be in his den listening to the game. If there was time before dinner, he would acquiesce and turn on the television so we could all enjoy the game together. But on more than one occasion, I stopped by the house alone to visit my grandparents and would find him in is den listening to the game as usual. Since it was just the two of us, he would offer to turn on the TV but would ask that I mute the sound so he could continue to listen to the radio announcers. For him, trying to see the game was too much of a struggle.
I know what you're thinking, there are announcers for TV broadcasts, so why would he mute the TV? When you watch professional sports, the announcers are providing some play-by-play announcing but their real focus is on commentary. Why do they have to tell you every movement in the game when you can see the action for yourself. But for radio announcers, it's a whole different ballgame (pardon the pun).
Radio announcers have to provide an in-depth explanation of every piece of action taking place on
the field because you can't see what is going on. And while that sounds like something anyone can do, the truth is the folks who do it for a living are really doing more than just explaining the action, they are telling the story. And the really good announcers, tell really good stories every night of the season.
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| Not my grandfather |
So here I am sitting in the den with my grandfather, watching a game on TV but hearing a story over the radio. At one point, I even remember leaning all the way back in the chair, closing my eyes and letting those announcers create the visual. And it worked.
Why do I bring this up? The point I want to make here is that audio content is more than just a platform for selling ads, it's a way to provide a service to your target audience. That service could be delivering the news, educating people on important issues, telling a story or more. The premise for good radio has to apply to podcasters. If you want to create a successful podcast, don't focus on how you're going to make money, focus on what you are going to provide your listeners. Once people realize you have something valuable to offer them, your numbers will grow and then opportunities to monetize will follow.
I am not going to lie and say I remember the exact date, game, score or even the outcome of the game the first time I realized this. I just remember that I could enjoy the game with my grandfather without being worried that he was missing out. And I realized there's always value in providing people with a good service.
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