The Most Important Characteristic For Radio: Be Funny

Ever wonder how important it is to be funny on the air? Wonder no more. It's important. In fact, nothing else is even close.

It's by far the most desired trait for air personalities. If you're not sure about that, just look at shows that are truly funny. They're usually on top, especially if they also feature likable air talent.

And many research studies prove it, including a project from Strategic Solutions Research and Alan Burns & Associates, Proof That It Pays to Be Funny.

The four most important elements for radio are:

1. Funny conversation or funny features.
2. Upbeat, energetic music.
3. Having something on to keep me company.
4. Traffic & road conditions.

More Evidence

If that's not convincing enough, researcher Mark Kassof publisheda summary of findingsprobing the importance of personalities on the radio. The project was to determine exactly what causes the audience to listen to a particular station.

The study confirms my conviction that personalities are difference-makers.

• 47% of all respondents said they make it a lot betterto listen to. Another 39% saida little better.That's 86% that say personalities make the radio better.

By the way, 5% responded "don't know," meaning the ratio of better/worse was 86:9! Almost 10 to 1!

But then, we also learnedwhypersonalities make a difference, which is a much better question.

No substitute: Be funny.

Kassof asked,"What it is about the people on the radio that make it special?"

Here are the results (note that the total adds up to more than 100% because some gave multiple answers):

1. Funny 24%
2. Interesting/engaging 12%
3. Informative (about music, events) 9%
4. The music/songs they play 6%
5. Have good/clear voices 4%
6. Have/add fun 4%
7. Have good topics/opinions 4%
8. Have good personalities 3%
9. Add energy/enthusiasm/excitement . 3%
10. Make it more personal/relatable 3%
11. Happy/cheerful/upbeat 2%
12. Friendly/like a friend 2%

This is a great list. Make me laugh, relate to me and keep me informed!

Be Funny, But Only IF You Really Are

Now, the qualifier, and this is critical: A large percentage of respondents put agigantic"if" in their comments.

Kassof summarizes:

What they're saying is that personalities can make radio better if they're funny, or interesting, etc. The implication is that they aren't all or alwayspositive.

Here are some of the verbatim comments:

"If they are funny and you can relate to them, it makes me much more likely to listen."
"I love personalities ifthey are interesting and have something interesting to talk about..."
"When they talk too much, I tune out, butif they do not spend too much time talking and just play more music, I'm in."
"If they aren't stupid, don't talk a lot or act childish they make the station better."
"If they're entertaining, interesting, or interactive it can make it a more enjoyable experience."

NuVooDoo takes it one step further. In their study of radio listeners in New York, Chicago and L.A., they found that the bar is higher than you might think. They conclude:

The show needs to be hilarious. Not just funny. Not witty. Hilarious. And you have to be hilarious compared to the hysterically-funny piece, clipped from the best late-night show or making the rounds virally, that a listener just saw on her smartphone over breakfast.

Talk about pressure. But talk about opportunity!

In an era where managers are reducing talent budgets and programmers are PPM-ing the personality off their stations, talent is more important than ever.

Conclusion

Now is the time to invest in talent and develop the next generation of personalities. Difference-making personalitiesare the one thing that sets you apart from all other forms of entertainment. The good news is that you can improve in this area. Every air talent can be trained to be funnier.