I’ve been listening to 92.9 WBOS radio here in Boston for probably 20 years. It’s got a nice mix of music I like and a staff of low key, likable DJs.
Recently, however, I noticed that that DJs aren’t around much anymore. There’s music; there’s advertisements; there’s prerecorded celebrity promos… but no DJs. I did some checking, and sure enough, they got rid of most of them (see article here)!
Apparently, they concluded that since listeners tend to shift stations when the music stops, having people introduce and talk about the music only gets in the way.
I think it’s a big mistake. I can get music anywhere — my iPod, CDs, TV, You Tube, etc. What I can’t get anywhere are knowledgeable, local, DJs who make a human connection between me, the music and the radio station. Take those guys away and it’s just a play list.
A lot of companies (big ones in particular) miss the fact that the thing they’re selling (in this case, music) isn’t the thing that keeps people coming back. It’s the personal connection that’s wrapped around the product or service itself.
When you remove that, in the name of saving money or increasing efficiency or improving ratings, you may as well shut off the lights for good.