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Apr

2003

The State of Southern Gospel Radio

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Welcome to the latest installment of SoGospelNews.com. Every month I will be coming at you with, hopefully, some topics and ideas that will make the industry think. It is our desire here at SoGospelNews.com to help further the industry in every aspect possible. So in addition to providing news, reviews and interviews, hopefully this view will be one taken seriously.

Radio. It is a staple in the music industry. It does not matter if you are singing blues, country, Christian pop, Southern Gospel or hip-hop, if you are an artist, you rely on radio play. And unfortunately, in this industry, it can make or break you. So this leads me to beg this question: Why is Southern Gospel radio, something the artists rely on to get their name and their songs out, so many years behind? Why is it that Southern Gospel radio can not be as innovative or cutting-edge as the other genre's currently eating up the airwaves? Why do people assume that Southern Gospel radio is for only the blue haired ladies in their church?

With all that said, I want to touch on four basic ways that radio can get back in they game.

1. Catch up with today's radio jargon.

This is one thing that the industry absolutely must do to be seen as a viable form of radio programming. It amazed me recently when one of the major Southern Gospel record labels adopted the "Going for Ads" slogan that has been used for years in other genres. As far as I know, they are the first to ever use this slogan. This is a phrase that helps radio stations know when record labels are interested in a certain song hitting the airwaves. In other words, it keeps radio stations all on the same page. However, this is a totally new concept to Southern Gospel. Not only will this help radio stations, but charting will begin to be more accurate as a result. When talking with various radio stations recently, I was continually shocked at how many were not familiar with common radio slogans. To the average fans, these terms mean nothing. However in radio, these phrases should be used constantly within the field. If SG radio expects to compete against other genres for air space, it must get all the stations in agreement. If every station is on the same page, it can only get better.

2. Listen before you play.

This is probably going to be more controversial than intended for the first time out, but listen up. Don't play a song by an artist just because they are a staple artist. If the song stinks, don't play it. I can think of countless radio singles of late which were immediately sent to the top of the charts simply on name recognition alone. Now, repeat after me: "I will not play just anything by an artist, because I have played them in the past. I will listen before I play." Half of the reason Southern Gospel radio is in the state it is in is because of program director's failure to weed out the bad songs.

3. Notice the up and coming artists who are on the cutting edge.

Does Southern Gospel want to reach a younger audience? Well then, play what they are interested in. Now, I'm not saying go and turn yourself into a pop station. Find out what it is that connects with the young people. Which artists are making an impact with the youth today? Which artists' songs have a more progressive sound that young people won't immediately dismiss? Why are young people coming to hear groups like The Martins, LordSong, 3 for 1, Chosen Few and The Crabb Family? Trust me on this one. They have the sound that is going to dominate Southern Gospel in the next few years. Jump the gun on this one and start adding them to your play lists now.

4. Get better DJs.

I know this is going to hurt some feelings here, but it must be said. Southern Gospel radio can not and will not become a viable form of radio programming if Uncle Billy and the Altar Boys are doing your weekly radio shows. Hire some DJs who are talented and who can really connect with your audience. Get some younger on-air talent who has a desire to see the industry grow, not just get a paycheck. This is something Southern Gospel absolutely must do to stake their claim in radio. If we don't, it will only get worse.

Radio is the most important thing going for Southern Gospel right now in terms of getting the name out there. However, if the casual listener is just passing through the channels, he's not going to stay somewhere that's embarrassing or that he doesn't connect with. These four things aren't going to answer every problem in Southern Gospel radio, but it is a start.

Tune in next month as I tackle the issue of Southern Gospel and the Great Commission.

Chris Unthank
Southern Spin, Inc

Reader Comments

Chris,
I love ya, man...but unless you've walked in the shoes of a Southern Gospel programmer, you can't possibly know what it takes to keep a Southern Gospel Radio station on the air. Some of your complaints are legitimate, and some are not. In my years of experience, I have found that Southern Gospel Radio is sounding better today than it ever has. Yes, there's still some "old school" programming out there, but you will find in market after market Southern Gospel radio bringing in impressive ratings and impressive revenue. As far as "listening before you play" -- that's only an assumption on your part. Sure, if you're Gold City you're likely to get airplay before ummm (I'm only using it as an example) the Unthanks, but Gold City has a track record...and a programmer or music director plays what the audience wants to hear. Maybe Gold City (again, just using it as an example) isn't releasing their best stuff -- but the fans love them, so you gotta play 'em. After all, it's the fans that are visiting your advertisers (if you're a radio station) and sending in montly pledges (if you're a non-com). So in closing -- nice thoughts, Chris, but some of them aren't reality.

Pamela

Commented by Pamela Furr On 04/01/2003

I have to agree with Pamela, I know that in our area SG goes head to head with other stations & it seems to be getting better. We are beginning to see stations that really are serving up what the listeners are asking for. I guess my biggest question is just how long radio in general will be able to survive. I know of one station in our area that has changed formats 5 different times. They still don't know if their Christian, pop, rock, country or pop again. I have been doing some personal surveys and observations among teens & twenties. Most of them listen less to radio than any other group I have ever known. If they are in the car they listen to their cd players. The biggest complaint I hear: "They play the same artist over and over and over." With advances in technology & the way we get our entertainment I really wonder just how long radio will last?

Commented by Charles On 04/01/2003

Hey man, great article. I think you have already done what you said you would do and that is ruffle a few feathers.

I don't believe Chris said anything about what it takes to keep a station on the air but instead was talking about competing with other stations and I must admit that a lot of the SG radio that I hear doesn't come close to the professionalism found on other stations. Does that mean that radio hasn't come a long way? No, it just means it still has a long way to go.

Thanks for giving us another side of the coin to look at.

Commented by On 04/01/2003

Just curious, Brian, where do you live? And for the record, these feathers are far from ruffled.

Commented by On 04/01/2003

I think you guys are missing the point. How exactly is adopting radio jargon, getting more appropriate djs, noticing what is the next big thing is, and listening before you play not reality?

I've seen radio programming, from all different genres, which is why I felt compelled to write my article on it this month. You look at something like Salem Broadcasting, who noticed that SG is a viable art form, and they jumped on the gun and took a stake in the industry (Solid Gospel). Solid Gospel, while it has it's problems like any station, is one that can be seen as doing the things that I've mentioned. They are noticing the up and coming artists, and listener feedback has been out the roof. Their djs, for the most part, are excellent, and ratings are great. Now, I'm not sure if they've adopted radio jargon, but I would imagine that more than likely, if they are working under Salem, they have.

I don't think it is as far from reality as you guys think. I believe that radio programmers and industry professionals SHOULD be using radio jargon just for the main reason of looking respectable and up-to-date. I knew when I had to explain to radio programmers what "Going for Adds" meant was, something was severly wrong.

So yes, I agree that there are some markets and stations that are kicking tail in terms of competition, but they, for the most part, are the exception to the rule. SG has to learn modern ways of marketing itself in order to stay up to date, and radio is where it needs to start.

I do have to agree that radio is a dying form of media, as are newspapers, but its still here and still a giant in the industry. We have to utilize it while it's still here.

Commented by Chris Unthank On 04/01/2003

All I have to say is, if anyone from Salem Broadcasting is reading these, please check in on your Atlanta station and see if we can't make some major changes here. I personally cannot get the local station unless I am within a few miles of the tower, and on top of that the song selection tends to leave more than a bit to be desired when I do get to listen. "Which Came First, The Chicken Or The Egg" is not my idea of a song that should be getting played 2 or 3 times within a 4 hour period as I have heard done. It's a great novelty song for the toddlers, but I prefer something a BIT different.

As far as Chris' article, it hits pretty close to home here in Atlanta. I don't think he was talking about all stations, just a majority. And from what I have heard in my travels, I would have to agree with him in most cases.

Commented by Hurley Spinks On 04/01/2003

While I am not the radio person that Pam is, I did learn a good deal about how the smaller SGM stations are run when I spent four years working part time at a small station, and face it the majority of SGM station are small. Chris has pretty well hit the nail on the head. Had I written the artilce I could have found a whole lot more changes that are needed, not to operate, but to compete with other genres. I know for a fact that some of the DJs are sent to work not ever hearing what they are about to play, and that is why a lot of junk that people turn off is being played. I have had station managers tell me that if they let younger people DJ then they want to play the more contemporary stuff. I know that the most contemporary stuff that these stations have is the GVB. In other words they don't want to play anything that isn't traditional quartet. That is where we are falling way behind the other genres. There is so much good music out there to be played, that I am disappointed when even the big satellite stations play some of the poor quality that they do. This article said a lot of things that needed to be said, but I would have said a lot more.

Commented by On 04/01/2003

lol.... Come on now Hurley! Are you saying that Little Roy didn't bring you to a soul searching mountaintop experience with that tune? lol..... What is it with these "major market areas?" We started watching some of the Charlotte, NC (major market for our area) TV stuff and man, I thought I stepped back in time to the fifties again. I'm talking stuff that looks like it was put together as a class project by a bunch of fifth graders. I guess major market doesn't always mean "smartest market" lol Media, radio & tv really need some help. I mean, Atlanta?

Commented by Charles On 04/01/2003

I have been saying these same things for years. I do not know if we are supposed to know Pamela Furr, but I do not think that one has to walk in someone's shoes to voice an opinion on improving something. Every one of these points were well spoken and things I have heard first hand on many radio stations across the country. I agree that radio is better today, but....you can figure out the rest.

Commented by On 04/02/2003

Here ye, Here ye. Atlanta Radio Has Been Awakened!

We have opened a listener feedback phone, and the Chicken Song, I'll admit, probably has run its course. I think the song was being played more so as a lighhearted attempt to loosen up the audience from all the stress of today and to loosen up some industry groups who take things too seriously.

It's a fun song.

We did chart the Chicken Song by the Lewis Family - I think as high as even #2 on the Singing News Chart.

As far as the article goes, in a nutshell, I agree with it. The only part I would question is the "big name recognition" factor. I might not put GOLD CITY (example) in the highest rotation if the song is not good--but I will at least put them into, if nothing else, light rotation-just because of who we are. We aren't talent scouts. We are here to provide quality entertainment and ministry to a hungry audience.

Our sister station is THE FISH - winning the Dove Award last year - they've done a great job with keeping up with the mainstream competitors - and therefore attracting new listeners. While, I may personally not agree with everything a station does, you have to give credit where it's due. The Fish's philosophy is to attract AS MANY PEOPLE AS POSSIBLE. Period. Then, once they're attracted, you lay some Gospel on 'em and really begin your ministry. Touchy areas I realize, but what a great place to discuss them. Thanks Chris for the article and the forum.

Commented by Daniel Britt, WGKA ATLANTA On 04/02/2003

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