Four Square - Future Implications

This article is about a new form of social networking called Foursquare that is even more interactive than the ever popular Facebook and Twitter. The application comes from the use of Smartphones (Blackberries, Iphones) and gives the user badges for doing certain "tasks" (going to a certain amount of bars in a night gets you the "crunked" badge for example.

The radio industry can use this "foursquare" as a valuable tool. Radio has used social networking as a marketing tool - facebook pages have been one way to track listeners. Foursquare takes it to a whole new level - by tracking audiences via phone they can access where its viewers originate, and with foursquare's badges, stations can identify listeners and adjust themselves accordingly because "Radio is essentially a lifestyle medium." (346) "It's important to go into the community to find out specifically what people are doing, thinking and listening to." (346) With foursquare, information is just few clicks away, unlike facebook and twitter pages which require a bit of studying even after they're added as a friend.
As for audiences, Foursquare will inevitably make things more personalized for them. Some might be a bit wary of all their information easily sent out through the phone but, I believe that with time people will be comfortable with it, like they are with facebook. The personalization will broaden target audiences and ideas in media and perhaps make radio have phone applications and become even more common and compact, and could even offer podcasting or more direct song choices.

Interview with a Program Director

Recently I had the privilege of interviewing Gregg "Race" Pirillo who's the Program director at 105.7FM in Ocean, NJ. I found out about Race on The Hawk's website and e-mailed him, and he was cool enough to get back to me for my station profile project, which led to an internship at his station. This interview is useful to further cement ideologies and concepts about radio.

What exactly do you do?
RP: I am 105.7 The Hawk's Program Director, which includes such duties as scheduling and picking the music, doing airchecks on jocks, and brainstorming new ideas for shows. In addition to that I'm the afternoon drive jock.

How did you get started?
I always had a passion for radio, because I feel that its way more about quality than TV, which is a bit to image oriented for me. My high school (DePaul Catholic) had a radio club and it just snowballed from there.

What experiences led you to this position?
I've been program director for almost 13 years, starting with 94.3 The Point and have worn a variety of hats since including executive producer and president of a record company. I wound up here by accident but I was so passionate about radio, it didn't matter.

What do they like and dislike most about their job?
Gregg likes the local aspect that working at The Hawk brings. Him and fellow DJ Andy Chase promote the station by going out to bars, pizza parlors and the shore to name a few things to watch sporting events with fans and getting to know the shore community at a more personal level. His biggest dislike is that "people aren't as passionate about radio as they used to be."

How do they feel new technologies will impact the media industry in the future?
Pirillo feels that all media will eventually converge into each other. "In today's field, you need to look for something media related, instead of something specific." He has combated this by not only making The Hawk stream online and launching an alternative internet radio station and is trying to make The Hawk a more sports oriented station. The biggest concern Pirillo has is trying to get people to listen to the station. "I understand that people are going to watch TV, go online etc but all I want is for them to make us part of their day. They're just so many choices out there anymore, things get lost in the fray."

What recommendations do they have for students?

• Where and how can students get started?
• How important is experience and what is the best place to get experience?
• What qualities/characteristics are important for someone getting started in the industry?
  
• Is there an Industry Journal/Trade Publication they would recommend reading?
  

Students can get started by calling up local radio stations and inquiring about internships. "Radio stations want people who'll work their ass off" Quite simply, "age and college degrees are important but not deciding factors" in what radio stations are looking for. People wanting to get into the industry should be team players, hardworking and most of all diligent. In this interviewers experience, radio is incestuous - so network and get your name out there! As for radio and trade publications - Race didn't give me any - music magazines are key to knowing an audience, not an academic journal.