First of all, I realize that reaching out to the on-air talent is not the way to go when presenting an idea that has to do with promotion. However, I wasn’t trying to sell them anything, just give an idea to my favorite radio show. It was the host’s blunt retort that caused me to blog about it. Especially her lack of interest in audience participation.

To answer your comments…

Texting While Driving
I totally agree that texting while driving is dangerous and should not be done. But it is not the radio station’s job to monitor whether or not people are being safe. If someone is driving and wants to enter the contest via text it is their personal responsibility to pull over to text. Or wait for a stop light.

In fact when I heard the station’s promotion for the VIP text club I was driving at the time. So clearly they are willing to promote texting while people might possibly be driving.

Radios Shows Being Busy
No, I have never worked in radio but I do appreciate that they work hard to keep it all running smoothly. They do a great job at making it seem easy. I’m not sure what that has to do with my comments about one-way media being boring. Over the years the way radio shows are produced have changed. I’m sure at one point they didn’t want to get emails coming in while they were on air either. Even getting a phone call from a listener at one point was cutting edge.

Caring About the VIP Program
Part of my whole point in my original post is that on-air talent NEEDS to care about the VIP programs. From my business owner mindset I want everyone to see and care about the big picture. You’re right it is the promotions department job to ensure the talent understands the importance of the VIP program.

The VIP program helps keep the station profitable by capturing their listener base and giving proof to advertisers that they are reaching consumers. Times are tough and advertisers are cutting back on their ad budgets. They are focusing in on spending money only where they are getting the most bang for their buck.

The sales department can use the VIP club member numbers as a selling point to their advertiser clients. The more people they can reach out to via the VIP club the easier it makes it for them to sell ads. As we all know it is the advertisers who pay everyone’s salary at the station.

Not Being Boring
Of course the other side of that coin is keeping the audience happy, which is what the radio show host is saying is her main concern. Point well taken. She is focused on putting on a good show for her audience.

My point is that people want to be able to participate. People now have new tools they can use to participate and will begin to expect these avenues of communication to be open to them. Over time they will migrate to where they can use them. The shows that stay stuck in the mode of “only a lucky few can talk with us” mode will fail.

And frankly I don’t want that to happen to my favorite radio show which is why I emailed in my idea in the first place. I do so wish that she had emailed back to say, “Thanks for the idea; I’ll pass it along” instead of throwing it back in my face.

BTW, I am @KimDushinski on Twitter.