By Jon Holiday – Owner/Consultant, Radio Consulting Services
My daughter, Sandy, has a co-worker named Johnathon. His grandfather was a diehard Chicago Bears fan but could not stand the sound of the Bear’s radio play-by-play announcers’ style and descriptions of the games on WGN during that time. They just didn’t make sense to him.
He discovered that he could pick up Milwaukee station WTMJ, that carried the Green Bay Packers and thought the play-by-play team was so good that he started listening to that station and Packers games instead. Ted Moore led the broadcasts during the Lombardi glory years calling multiple NFL Championships and Super Bowls.
Later, Jim Irwin also worked on the broadcasts as color analyst during the late 1960s before transitioning to a play-by-play role. Johnathon’s grandfather enjoyed listening to these broadcasters so much that he changed his long-time allegiance from being a Bears fan to becoming a Packers fan.
This story was handed down by his grandfather to his father, Johnathon and the family. His grandfather was not only impressed with the WTMJ broadcasters, but it was at a time that the Packers had a dynasty under the legendary coach Vince Lombardi. As a result, Packers games became appointment listening for him and the entire family.
Now, now decades later, this Chicago area family are all still Green Bay Packers fans. Johnathon’s father and he himself have Packers tattoos and one of cousins even has “God, Family & The Green Bay Packers,” the legendary priority trinity coined by Hall of Fame head coach Vince Lombardi. He famously delivered this edict to his players in the locker room to establish their core focus and personal accountability.
Think about that for a moment. A family’s sports loyalty didn’t change because of advertising, promotions, or free tickets. It changed because of the connection they felt with the people behind the microphones. Those broadcasters brought the games to life and created an experience they looked forward to every week.
That’s the power of great personalities. The best personalities do far more than introduce songs or read liners. They entertain, create companionship, paint vivid pictures, and make listeners feel like they’re spending time with a trusted friend.
When personalities consistently create that connection, listeners don’t simply tune in, they become fans. And fans are quite different from casual listeners. Casual listeners may sample your station when it’s convenient. Fans seek you out, recommend you to others, and remain loyal despite countless entertainment choices.
Today’s listeners have unlimited audio options. Music is everywhere, but streaming services and algorithms can’t replicate genuine human connection. That’s still radio’s greatest competitive advantage.
Johnathon’s grandfather didn’t just switch stations, he switched longtime team loyalties, and that passion has been passed down through generations. It’s a remarkable reminder that compelling personalities create lasting loyalty. Your morning show won’t convince someone to change football teams. Strong personalities can turn occasional listeners into loyal fans. And loyal fans become loyal to your brand.
About Radio Consulting Services
Radio Consulting Services is the multi-format consulting and programming services company advising stations on how to grow their audience. Every day, our winning Programming and Consulting team keeps radio stations on top. For more information on how Radio Consulting Services can help your company gain more listeners, achieve higher ratings and grow revenue, contact info@radioconsultingservices.com