This is adapted with permission from a blog post by a Tanner Friedman communication agency partner who was a WDIV news producer from 1996-98.
By Matt Friedman
Being a fan of radio sometimes feels like rooting for a perennially losing sports team, decades removed from its glory years. The wins haven’t come often and when they do, you have to savor them. Now is one of those times.
This example of a victory for commercial, terrestrial radio is WJR-AM in Detroit, billed as “The Great Voice of the Great Lakes.” The station’s 50,000-watt signal can be heard in 38 states and much of Canada. In its heyday, it was a powerhouse of local flavor, national-caliber hosts and billings -- lots and lots of bills.
"Guy Gordon is . . . prepared, polished, inquisitive and fair." (WDIV photo)
But under corporate ownership, the past decade has seen the station shrink, like just about every other across the country. While the station boasts strong talk personalities Paul W. Smith, Frank Beckmann and Mitch Albom, much of the airtime is taken up by syndicated national programming or paid shows.
WJR’s current owner, Cumulus, though, seems to be emerging from bankruptcy with the beginnings of a plan to stay out of it.
Unlike other stations that have cut, cut again and then cut some more, giving new listeners hardly a reason to tune in, WJR shows signs of investment.
It bid on and won the rights to Detroit Lions broadcasts for this season. And now, they are dumping a nationally syndicated political show, Michael Savage, and hiring a trusted, proven local voice, really a household name, to host a daily, local news talk show.
Guy Gordon is a professional news broadcaster. Prepared, polished, inquisitive and fair, Gordon has spent more than 30 years on Detroit TV. He asks great questions and tells great stories, with high respect for the audience. For the past two years, he has filled in as a host on WJR and has made it sound easy.
For now, Guy will be on 3 to 5 p.m., but I hear that could expand once syndicated programming contracts expire. Cumulus wants WJR to be more local and it’s a safe bet that advertisers and listeners will respond well to this void being filled.
Matt Friedman
When was the last time we could say a station like this had something new to sell that customers actually want, not settle for? There just aren’t many places for news that emerges during the day to be explored on the air for commuters and even time-shifted podcast listeners.
Guy’s reputation and Rolodex will mean his show will be a go-to place for newsmakers to talk beyond the headlines by answering his questions.
This is something for other radio stations and their owners to consider:
- What are you doing, other than cutting salaries, to sustain, or maybe even grow, your business?
- What investments in product could lead to more audience and more ad dollars?
Newspapers, you’re due for a win too. There’s something to think about here.
Earlier coverage:
Guy Gordon Jumps from WDIV to WJR, Dec. 20
