Episode 32

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Published on:

8th Jan 2025

Can Radio Survive in '25? Kipper McGee on Radio's (and Audio's) Next Act

In this engaging episode of Maxwell’s Iowa CoffeeCast, presented by Wellabe and Food Bank of Iowa, Maxwell sits down with Kipper McGee, a former Iowa radio manager, digital media consultant, and author of Brandwidth: How Big Broadcasting Is Missing the Mediamorphosis. Together, they delve into the rapid technological, economic, and cultural shifts impacting the radio industry and its future in the digital age.

McGee reflects on radio's transformation, highlighting how technological advancements—from transistor radios to smartphones—have altered the way audiences consume audio content. He explains how streaming, podcasts, and platforms like TikTok and YouTube have not only fragmented audiences but also shifted advertiser priorities, leaving radio to grapple with declining reach and revenue.

Maxwell and McGee candidly discuss the challenges facing radio, including debt-driven cost-cutting, loss of local engagement, and the erosion of community-centric programming. McGee laments the industry's "death by a thousand cuts" as valuable local talent and iconic formats are sacrificed for short-term savings. Yet, he sees hope in radio's potential to adapt by embracing its core strengths: community connection, live engagement, and human creativity.

They also explore the parallels between today’s media landscape and past entertainment shifts, likening radio's current struggle to vaudeville's decline in the 20th century. McGee stresses the need for radio to reinvent itself by integrating digital platforms, fostering niche "vertical" communities, and innovating with new content models. He suggests radio's future lies in creating meaningful, hyperlocal, and engaging experiences that cannot be replicated by algorithms.

In closing, McGee remains optimistic, urging the industry to embrace change rather than resist it. He underscores the vital role of community-focused programming and the unique power of radio to thrive even in emergencies. Maxwell concludes by praising McGee's expertise and passion, emphasizing the importance of supporting radio's evolution into its next chapter.

Be sure to check out Kipper's podcast Brandwidth On Demand on Apple Podcasts and Spotify.

Mentioned in this episode:

Food Bank of Iowa

Food Bank of Iowa

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About the Podcast

Maxwell's Iowa CoffeeCast
Maxwell's Fresh Brewed Conversations with Iowans
Ready to listen in to a great conversation over a delicious cup of coffee? Maxwell's Iowa CoffeeCast offers an engaging blend of candid interviews, commentary, and humor, providing listeners with fresh insight and perspective into the lives of fellow Iowans who have interesting stories to tell. Maxwell is a decades-long Iowa broadcaster and his easygoing and relatable hosting style, combined with the genuine and heartfelt nature of the conversations, creates a welcoming atmosphere for listeners and his guests. The podcast not only entertains but also provides valuable insights and reflections on personal and professional growth and the importance of staying true to one's values. And there is always a special focus on Iowan's who contribute to arts and culture in their communities. Listeners can expect the Iowa CoffeeCast to continue exploring diverse topics, featuring a range of guests who bring their unique perspectives and experiences. Whether discussing industry trends, personal stories, or broader societal issues, the podcast aims to foster meaningful dialogue and connect with its audience on a deeper level. Maxwell's commitment to authenticity and community shines through, making it a must-listen for those seeking thoughtful and engaging content.

About your host

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Maxwell Schaeffer

Maxwell Schaeffer is a 40+ year broadcast veteran and Iowa media influencer. Over his decades on the radio he has interviewed world famous entertainers, successful business leaders, Governors, Presidents and influential political figures. Above all - he prefers to interview Iowa friends and neighbors who have compelling personal stories of accomplishments, struggles and triumphs of the human spirit. In addition to being an inductee into the Iowa Rock ‘n Roll Hall of Fame (for his radio work) he is also an award winning theatrical director, actor, voiceover artist and producer.