Радио переживает ренессанс: Gen Z выбирает эфир перед стримингом

I’ve been reading a new book on radio lately, “The Mighty WMMR: An Oral History of Philadelphia’s Rock Radio Revolution.” Written by one of the station’s former music directors, Erin Riley, and published by Temple University Press, it was released on July 31 and is available at bookstores everywhere. Now, as a Southern California native, why would I be interested in a book about a Philadelphia rocker? Well, for one thing, WMMR — the MMR standing for Metro-Media Radio — is a sister station of our own legendary KMET (now KTWV, 94.7 FM) and therefore has much of its radio DNA in common. For another, it is a well-written, easy and fun read. You get the feeling you are right there with the staff and personalities as they tell the WMMR story … it truly is an oral history as told by those involved with its history and success. It also encompasses the importance of radio to a community by helping tie people together in ways that nothing else can do. Riley was actually applying for a DJ position in the summer of 1983 when she was instead offered the position of music director. She took the offer and stayed there until early 1991, moving on to other stations including our own KROQ (106.7 FM). But the book does not focus on her tenure at the station. Riley gives the history of the station dating to a time even prior to Metro Media’s ownership that began in 1959, and long before it was a full-time album rocker … or even an album rocker at all. The rock and roll finally started with a single show called “The Marconi Experiment” in 1968, making its debut on April 29 and airing from 8 p.m. to midnight. Sinatra and friends were heard the rest of the day. Readers are carefully taken through the decades of the station’s development, including on-air antics and the local music scene of which WMMR was a vibrant part. “For the book, I interviewed sixty people who worked at, or were closely affiliated with the station during its formative years, 1968 through 1992,” Riley writes in the book’s introduction. Those 60 include many you probably don’t know — yet — but some you probably do: Earle Bailey, Mimi Chen, Mark Goodman, and Jeff Pollack, among others. It culminates with a chapter on the corporate takeover/radio deregulation, which has been rightfully charged with the destruction of so many radio stations across the country, when profit became more important than information and entertainment … and the irony that the focus on the former drove away the latter, and then drove down profitability throughout the industry. Without the art, news, and the entertainment, what exactly does radio have to offer? As I said, it is a truly great read, and you will come away from it with not only a history of WMMR, but of radio itself. What made WMMR great is what makes all stations great, and the creativity and presentation that made it work are the basis for the success of so many other similar stations across the globe. “No books will be on sale there — peeps have to bring their own,” Heery clarified. “But FREE BEER for those who have the book and want a signature.” Radio Renaissance Is radio about to experience a renaissance? If the powers that be understand the potential, it could very well be. It seems that Generation Z, currently aged about 13-29 and born from about 1997-2012, finds radio a great way to listen to music. Though the research was conducted through Critical Mass Media for station group owner iHeart, much of the data itself comes from Nielsen, the same company that measures and compiles ratings for radio and television stations throughout the country. According to an August 20 report published in RadioInk.com, “Broadcast radio still reaches more teens monthly than YouTube, TikTok, or Spotify, and now new iHeartMedia research finds young listeners appreciate the medium because it offers a way to enjoy music without fear of embarrassment, especially when listening with friends.” According to the report, “85% of Gen Z respondents said they feel less likely to be judged when listening to radio with others, while 84% said they default to radio when riding in a car with other people. The desire for a shared experience is particularly pronounced. Sixty-three percent said they frequently or nearly always listen to radio with others, compared with 42% of radio listeners overall.” I know from anecdotal comments that many (especially younger) people are also weary of constantly paying for subscriptions, benefiting broadcast radio more. I am certainly far outside of Gen Z, but my own habits mirror the same ideas: radio does give a common bond, and it is fun to have the radio on in the car, or even in the backyard, especially when you can discover new music or long-lost favorites together with friends. Richard Wagoner is a San Pedro freelance columnist covering radio in Southern California. Email [email protected].