Finding your audience…|

Jim’s note: You totally want to scroll to the bottom. Even if you don’t read the blog itself, you need that playlist in your life. Or maybe not. But all things considered in todays subject matter, it’s frikkin’ awesome, 35 years later 🙂

Once upon a time ago, finding your audience was pretty easy. In traditional radio specifically, when you landed the gig, the audience was waiting for you. Built in. However you still had to earn that built in loyalty. In many instances that went well. Except for those that LOVED the guy you were “replacing”.

Never mind the fact that the guy had moved on to a bigger better gig (market/money) or was a total piece of shit that got fired for being a hack, lacked the talent or work ethic to benefit the station or the audience as a whole or got hung up on the ego of it all. Was certainly a different world then. Better or worse, I can’t say to the general state of society. For me though it was a glorious time.

There was something so special about that moment when you passed the audiences audition and they first accepted you then some fell in love with you. That was a feeling that I’m not so sure can ever be replicated. I think that many online are striving for that feeling but not realizing that it’s what they’re actually going for. That connection. That distant but connected relationship with total strangers. The only commonality was music. The secret though? It was one sided in that one.

As a kid getting into radio, I wanted to be a “rock jock” because that’s the music that I liked. I learned really quick that wasn’t how the game was played. To quote my mentor and hero for life, Bob Gay, “Even if it’s Gospel Disco you take if there’s a paycheck, you take the gig.” Thankfully I never had to settle for that as a career stop. I did do a brief stint at a tiny gospel, daytime only gospel radio station. And by brief, I mean two days in I was out. No “Obligation Loop” in that one.

“Flaming Hot Country” of the 90’s is where I did wind up for the majority of my on air Top 40 radio career. Not gonna lie, I wasn’t the biggest fan of the genre but it grew on me. Especially since the paychecks didn’t bounce and the perks of working at the number one rated radio station in the market allowed a 19 year old me to have an open bar tab no questions or ID asked. Judge all you want, the last decade of the 20th century was fun. Oh yeah, and I learned a lot from some of the best in the industry.

For the record though, 1. I still can’t stand Tim McGraw. 2. I don’t regret blowing off Kenny Chesney. It was rude and for that I apologize, but otherwise, meh, He did just fine despite my slight. and 3. No denying the talent and appeal of Vince Gill back then, but damn it was his stuff depressing. Side note, I use to give out the suicide hotline number before and after i played one of his tunes. That got me scolded by management but I thought it was funny (and a public service).

The bigger and best takeaway from all of it, 30 years later? The little things like that made for a connection with the audience that bonded us as presenter and audience that had little to do with the music as its core. It was people tuning in to listen to what this silly goofball was going to do next. Looking back now I can say that every bit was with the best of intentions for the purpose of entertaining those unseen faces that I knew were there and cheering me on as I made em either laugh, think or cry (the good kind).

The biggest thing for me right now in reflecting on all of it? It was effortless. It was fun. It was a lot of work but was absolutely worth it. My mindset (that I didn’t know was a term then) was actually all about a relationship that I had earned my way into by being me first and foremost. They accepted me, I accepted them.

Even the ones that were kinda weird and creepy, calling in every time I was on the air to request the same song with the same dedication and the same problems and just need their “old buddy, Jimbo” to talk to. They were so real and loyal. Even the stalkers hold a special place in my memory reserves. Hell, if they’re still alive and the algorithms pick up on all of this just right, they may resume their role. That actually would suck but it would make for a funny story. “Play Misty for me” with Clint Eastwood wasn’t just a movie, it was a potentiality for life.

Then, just like now, we always find each other. Despite the change in the distribution method, we all still want to connect as either the presenter or the listener. Now if only folks would realize that there is a balance and level of respect that bonds and binds that relationship.

That’s how we find and build audience, kids. Not chasing trends and click bait.

Jim 4/8/2025

P.S. Holy Shit! (Actually it’s pretty good 😉 ) Thanks to AI, Gospel Disco now exists! This one’s for you, Bob!