When Radio DJs were the Influencers
Larry Lujack, Gary Owens, Charlie Tuna, Chuck Leonard, Wolfman Jack, Dick Biondi, Cousin Brucie, Real Don Steele, Tom Donahue, and Tony Pigg. If you’re new to radio, the names probably won’t mean anything to you. If you’ve been in radio a while, you probably grew up listening to some of them.
They were some of the best known and top-rated personalities of their day. But they were much more than radio disk jockeys. They were celebrities in their towns.
They were social influencers long before social media. People paid attention to what they said. They were active in their communities, known for causes and events well beyond their shift. Their shows and actions lead to double digit shares even in the largest markets like New York, Los Angeles, and Chicago.
No voice tracking. No syndication. Their shows were local and live—and well-prepped. These earlier personalities were an important reason why people tuned in to local radio.
Where are today’s influential local DJs? How many of today’s DJs bring listeners to their stations? How many DJs have an impact on their communities?
When we ask ourselves why radio isn’t as relevant as it once was, the absence of jock superstars can’t be ignored.