Have you ever wondered about the relationship between those who listen to the radio and their favorite on-air personalities? The following are portions of a study conducted by the University of Southern California’s Annenberg School for Communication and Journalism.
Having just concluded my 55th year as a radio talk show host, I’ve never seen a study on those who listen to radio shows and their feelings about the personality they most listen to. I found it quite fascinating and hope that you’ll enjoy learning about those who listen to the radio. I intend to bring up the subjects covered in this study on Friday’s “Pinky’s Corner” show, on the air from 4 to 6 p.m. on WOND 1400-AM.
The study found:
- 75 percent of study respondents reported they turn on the radio because they know their favorite personality is on the air.
- 72 percent of respondents talk to their friends about their favorite personality or what they heard on the program.
- Notably, listener engagement extends into the online realm, with nearly 70 percent of study participants reporting that they follow their favorite radio personalities and\or radio station via social media channels.
- Nearly half (47 percent) of all respondents considered or purchased products recommended by their favorite radio personalities.
- More than half (51 percent) considered or purchased the products advertised during their favorite personality’s show.
- Fully 82 percent of study participants express feelings and exhibited behaviors consistent with the phenomenon known as “ parasocial identification”
Parasocial identification was first introduced in academic settings in 1956 to describe one-sided interpersonal relationships in which one party feels as though they know a great deal about the other.
Paula Patnoe, one of the school’s professors, said “our findings underscore the depth of the relationship, loyalty, and trust between listener and radio personalities. This connection can be a benefit for radio station advertisers as demonstrated by this significant number of study respondents who have considered or purchased services or products advertised during radio shows or recommended by favorite on-air personalities.”
Mary Beth Garber, executive vice president of radio and analysis and insight for Katz Radio Group, said “the unique emotional connection that exists between radio personalities and listeners is real and should not be underestimated.”
I will pose the questions to my listeners and see how their responses are compared to those of the study. This is the first time I’ve ever done anything like this. It should be interesting and fun.
I’m happy to report that, after many years of being in a decrepit condition, Atlantic City’s ugliest pavilion — at Roosevelt Place and the Boardwalk — has had its steel girders and roof removed by the excellent Atlantic City Public Works Boardwalk crew. The crew also shored up the pavilion’s base. The next time you go by you will see that there are benches at the pavilion. Now it is time to put some benches on the Montpelier Avenue pavilion.
The Army Corps of Engineers has stated it will not provide any additional funds to replace the section of the Boardwalk from Melrose to Caspian avenues. When the section has been removed, work is expected to begin on a seawall. A walkway will be constructed on the land side of the wall to allow people to walk to Gardner’s Basin.
The section of Boardwalk from Rhode Island Avenue to Melrose Avenue will be rebuilt. Work on that project should begin in the fall. The Boardwalk is expected to be completely rebuilt in that area by next summer.
There is still no specific answer as to when new lights will be put up on the Boardwalk from Roosevelt Place to Jackson Avenue. Atlantic City’s engineer is studying whether the Boardwalk will be able to hold the truck used to put up new poles and lights. It is anticipated an agreement on this issue will be reached shortly and then the work will commence.
The first new Boardwalk pavilion is now under design. It is anticipated it will be glass-enclosed. More than likely it will be filled with Atlantic City historical items. There is a possibility that the Atlantic City Free Public Library will oversee the interior of the project. This has to be something special, as it is expected to entice major corporations to build additional pavilions for their products.
It is expected the Garden Pier renovations will soon be completed. The outdoor space is expected to be opened within a week or so.
The Absecon Lighthouse received $90,000 for new doors, windows and exterior lighting. The work is nearly completed.
There’s been little news relative to David Cordish’s plans for the 75,000 square feet of retail space located in the block of Atlantic Avenue between Missouri and Mississippi avenues, going toward Arctic avenue. Cordish said this would be a great area for Atlantic City Live! — a mix of retail and entertainment attractions.
Mr. Cordish, we need that development and hope you will take time from your Maryland project and fulfill your promise to Atlantic City.
Thanks to the CRDA for the proposal that will provide 16 shower stations adjacent to the Atlantic City lifeguard beach tents. They will become a reality this summer. This has been long overdue and is a welcome addition to the beach for all of our visitors and residents.
Notes of interest
Thanks to the cooperation of Jeff Vasser, the Atlantic City Convention & Visitors Authority’s executive director, the Atlantic City Bicycle and Pedestrian Plan will be presented to the public in August. The specific date will be announced within the next couple of weeks.
Atlantic City has one of the highest records of pedestrian accidents. This must be changed, and hopefully this study will provide the means of doing so.
Pinky’s Corner appears every Thursday in The Press. The Pinky’s Corner radio show airs 4 to 6 p.m. Mondays through Fridays on WOND 1400-AM. His TV show, “WMGM Presents Pinky,” airs 7:30 p.m. Saturdays on NBC TV40. Email Pinky at: email@example.com.