Hit The Reset Button

There are a lot of justifications -- excuses, really, but that's a matter of attitude -- for considering January 2021 a time to make a fresh start of everything. New year, new administration, maybe the pandemic response will finally bear fruit, resolutions, you know the drill. New is, usually, good. Fresh is good. Time to get going on getting into shape, restarting the job hunt, planning good things for the coming year.

Far be it from me to throw a wet blanket on that enthusiasm. Okay, I usually do that, but not this time. In fact, I'm going to just offer a few suggestions on things you can do, as a radio host or podcaster or programmer or manager, to make 2021 a better year. Herewith, some thoughts:

1. Embrace the advantage of your platform. If you're a radio host, concentrate on what broadcast radio does best, which is reaching a mass audience with live voices. Sure, social media is live, too, but the sound of a human voice offers a different kind of connection and relatability from a tweet or photo. Take advantage of that by keeping ultra-current. Use social media to stay on top of breaking news so that listeners aren't being fed stuff that got stale hours or days ago. Live, (sometimes) local, always immediate. That's what people used to get from radio. Still a good idea.

2. If you're a local host, be local. Find the local aspect of a topic, whether it's talking about the pandemic from the local angle (when and where will the vaccine be available in your town, how your health care facilities are coping) or impeachment (where do your representatives stand) or anything else. And talk about the local stories the national hosts won't.

3. Start another podcast. What's true is that over a decade into podcasting, monetization is still a question. Doesn't matter. Whether you're on the air on a broadcast radio station or not, whether you already have a podcast or not, find something about which you're passionate and start recording. Why? Because you're creative and it's a cheap (or free) and easy outlet. And...

4. Don't look at your podcast's download numbers unless you're actively selling advertising on it. Do a podcast because you want the creative outlet, not because "it's the thing to do" or you think it's the parachute for your post-radio future. Unless you have a massive -- and I mean MASSIVE -- following, that parachute will have holes in it. Maybe the money will catch up, maybe it won't, but unless your passion is a heavily produced show with a staff of hundreds, it shouldn't cost you much, and it'll scratch a creative itch.

5. Find new talent. This is for programmers: Make it your mission to listen to one different local podcast every day. Identify new and diverse voices. Don't look for someone who sounds just like your current on-air staff, and don't look for slick professionalism; look for someone with something new to say, someone with a different perspective. Make this the year radio finally tries something different.

6. Have fun. I talked about this last week. Radio in general and talk radio in particular hasn't been all that fun for a while. Some podcasts are fun, others ponderous. Make your show or station a place people WANT to visit. We've all been cooped up for a year now; we could use a good hangout, even if it's just listening to one. Even if you're a political host, keep things entertaining; your points will land better if people feel happy to be with you. Nobody loves a scold.

I'm sure you have your own ideas about making things better in 2021. Whatever they are, now's the time to get going on that. What? What do I plan to do to make 2021 better for this column? First thing, I'm going to take next week off. I don't know what that'll do for the column, but it's a start.

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Make 2021 the year you get all the stories and topics you need to make your show better at All Access' show prep column Talk Topics -- Click here and/or follow the Talk Topics Twitter feed at @talktopics with every story individually linked to the appropriate item.

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I wasn't kidding about taking next week off, by the way. Talk to you in two weeks.

Perry Michael Simon
Vice President/Editor, News-Talk-Sports and Podcast
AllAccess.com
psimon@allaccess.com
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