Stop Looking Back

Looking backwards is not the way forward

It’s been a hot second since I’ve written. To say I’ve been professionally busy is an understatement. I woke up this Sunday morning (pre-snowstorm here in Maine) with something very specific on my mind. I can’t keep quiet any longer.

Nope, I have not programmed radio in New York or LA. My name is not one of the legendary ones in the business. Guess what? I’m finally in a place where I no longer care about my “status” amongst peers. I’ve given my life to radio here in the US since I was a teenager. I constantly study, listen to our consumers, and I’m always seeking new information that will help power this industry forward. It has consumed me at times. I watch from afar how other countries like the UK embrace this new world and are thriving. Yet here, our airwaves are still cluttered with concepts and sounds from 1995—and sadly, even further back than that.

If this is the last thing I ever write and just one person takes this to heart, I will consider it worth it.

Folks, it’s time to stop talking about being different and actually do it. Stop being scared of your own shadow. Stop putting up roadblocks and making excuses why you “can’t.” And please, for the love of whatever you believe in, stop doing things “because it works and is easy.”

Now to what hit me when I woke up this morning. For the purpose of this conversation, here’s my framework:

Radio = Barnes & Noble

Books = Songs

Atmosphere = Links

Playlist = Spotify

Got it? Good.

I’m not going to give a lesson on brick and mortar versus online. Legendary brands we all knew and loved—Sears, Kmart—are gone because the retail game changed. By the time they realized the consumer world was shifting, it was too late. Yes, there were many factors; I’m not blind to that. But the rise of online sales changed everything. It also changed the way we consume music. By the way, if you’re a PD or an on-air host and tell me you don’t use Spotify or a similar service, I’ll call you a liar.

So let’s dive in.

We’ve all heard the stories about Barnes & Noble. There was a time I wondered if they’d cease to exist—which made me sad because I love a good Barnes store. But new stores are opening in strategic locations around the country. One opened in my neck of the woods in the Portland, Maine area. I’m so glad.

Here’s the thing: it’s not all about the books. Of course books are the core product they sell, but that’s not the reason I walk into one of their stores. I love hard copy books like I love vinyl. But I order books from places like bookshop.org all the time. So why do I go to Barnes & Noble?

The atmosphere. The vibe. Carefully curated book displays. And yes, the café.

Walking into a Barnes & Noble is like walking into multiple cozy, curated spaces within a large footprint. Being surrounded by like-minded people who have a passion for discovering something new. Even in a store full of strangers, you’re not alone—and you can feel it. Displays honing in on special interests. (Yup, I love the Taylor Swift display at my Barnes store! I’ve even made a purchase or two based on it.) There’s something about finding a newly discovered read and then spending an hour in the café with a latte and croissant. You can get lost easily and just forget the daily grind.

You’re probably thinking, “Gale, great… what’s your point?”

Think of legacy media—radio—as a legacy brick-and-mortar store like Barnes & Noble. For music stations, our books are songs. Our atmosphere is the links (everything between songs). The playlist alone is just a stack of songs, like Spotify.

See where I’m going?

Now ask yourself: Are your songs carefully curated in a way that lends itself to the atmosphere of your brand? Is that atmosphere warmed by links that tell a story—in a way that makes someone want to keep coming back? Better yet, are your links stronger than the “book stacks”?

I’m telling you, it’s not that hard. The hard part is bringing back cume that have become disenfranchised with our brands and growing a new fanbase. And the way to do it is not another cute, tired promotion with links screaming that you’re the best and number one.

The harsh reality? No one cares.

Think of your favorite movie. Now think about the moments that stand out—a line, a specific character, something special that makes you watch it over and over again. Now think deeper. A movie’s links come in the form of the soundtrack, individual songs, and sound effects.

What if you started looking at produced links (aka imaging) as a way to ignite an emotional response from the listener? Our music beds and themes as ways to accentuate content—not just random filler?

Quality produced links—whether imaging, jingles, or talk breaks—need next-level orchestration. No throwaways. Every transition in radio has the opportunity to be a hair-standing-up-on-your-neck moment. Not because the production sounds big, but because it strikes an emotional chord. Something only our business can deliver. Something that has the potential to transform our consumer from passive to active.

I’ve started using the word “link” a lot instead of talk break or imaging. It’s nothing new—it’s the phrase used across the pond. Simply put, it’s a connection between two things. Every link should convey a story, even if it’s just reinforcing your brand. (I won’t get into the “how” here. If that’s something you want to dive into, reach out anytime.)

Every announcer, presenter, DJ—whatever you want to call them—should be examining their links every day. Do they tell a story and start a conversation? Do they make the listener feel something deeply? Will that piece of content be truly unique—something you can’t get anywhere else?

I love how the morning show Capital Breakfast on Capital FM in London explained how they gauge the strength of a piece of content. They ask: “Is it an air fryer link?” Think about it—everybody has a story to tell about their air fryer and what they do with it. It became a hot topic on-air with Jordan North, Chris Stark, and Siân Welby. So when planning other content, they use that as the benchmark. Does it have legs? Will it spark a conversation like the air fryer topic?

It sets the bar high.

What’s your version of an air fryer link?

The answer for what’s next is right under our nose, yet we still seem to miss it. It’s time to let go of what has changed and start fitting in where we can. Build a community like Barnes & Noble has. Be a place where people feel like they belong. Stop talking down to them. Stop having announcers waste links on utility stuff—leave that to creative sound designers.

Think of it as: come for the books, stay for the atmosphere.

Folks, podcasts and streamed playlists are not going away. I expect them to grow even more. We are never going back to being the only place for music or long-form content. That is not a bad thing. Stop fighting it. Be part of it.

If we want, we have a place. It’s just not the same as 25 years ago. You need to get to a place where you truly believe that’s okay—and understand that what we do today may not be the right thing for tomorrow. Once you get into that headspace, that’s when change begins.

I see a lot of good, talented people in this business feeling lost because the noise is just too much some days. Before anything else, you have to ask yourself: Are you ready to put in the work?

Nothing worth doing is easy.

Stop and listen to the world around you. Trust me, the path forward is not looking back. And no, change doesn’t happen overnight. Here’s what I suggest: start with one thing, and start this week. You are the industry’s biggest asset. A little creativity and calculated risk is all we need.

Adopt the Taylor Swift Eras Tour mantra from the team huddle before each show:

“Let’s f*** s*** up!!! F*** s*** up up up!!”

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