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The Gervais Street studio that is home to 94.3 The Dude is decorated with cardboard cutouts of many country music stars like Luke Bryan.\u00a0<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”3.22″ custom_padding=”2px|0px|37.9062px|0px”][et_pb_row column_structure=”2_3,1_3″ _builder_version=”3.25″ custom_margin=”10px|||” custom_padding=”0px|0px|18.9531px|0px”][et_pb_column type=”2_3″ _builder_version=”3.0.47″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text admin_label=”News Story” _builder_version=”4.2″ custom_margin=”0px||0px|” text_text_shadow_horizontal_length_tablet=”0px” text_text_shadow_vertical_length_tablet=”0px” text_text_shadow_blur_strength_tablet=”1px” link_text_shadow_horizontal_length_tablet=”0px” link_text_shadow_vertical_length_tablet=”0px” link_text_shadow_blur_strength_tablet=”1px” ul_text_shadow_horizontal_length_tablet=”0px” ul_text_shadow_vertical_length_tablet=”0px” ul_text_shadow_blur_strength_tablet=”1px” ol_text_shadow_horizontal_length_tablet=”0px” ol_text_shadow_vertical_length_tablet=”0px” ol_text_shadow_blur_strength_tablet=”1px” quote_text_shadow_horizontal_length_tablet=”0px” quote_text_shadow_vertical_length_tablet=”0px” quote_text_shadow_blur_strength_tablet=”1px” header_text_shadow_horizontal_length_tablet=”0px” header_text_shadow_vertical_length_tablet=”0px” header_text_shadow_blur_strength_tablet=”1px” header_2_text_shadow_horizontal_length_tablet=”0px” header_2_text_shadow_vertical_length_tablet=”0px” header_2_text_shadow_blur_strength_tablet=”1px” header_3_text_shadow_horizontal_length_tablet=”0px” header_3_text_shadow_vertical_length_tablet=”0px” header_3_text_shadow_blur_strength_tablet=”1px” header_4_text_shadow_horizontal_length_tablet=”0px” header_4_text_shadow_vertical_length_tablet=”0px” header_4_text_shadow_blur_strength_tablet=”1px” header_5_text_shadow_horizontal_length_tablet=”0px” header_5_text_shadow_vertical_length_tablet=”0px” header_5_text_shadow_blur_strength_tablet=”1px” header_6_text_shadow_horizontal_length_tablet=”0px” header_6_text_shadow_vertical_length_tablet=”0px” header_6_text_shadow_blur_strength_tablet=”1px” box_shadow_horizontal_tablet=”0px” box_shadow_vertical_tablet=”0px” box_shadow_blur_tablet=”40px” box_shadow_spread_tablet=”0px”]<\/p>\n
By SAVANNAH KENNEDY and MADISON POINDEXTER<\/strong><\/p>\n When a customer walks into Johnstone Supply, an air-conditioning supply warehouse, they hear the sounds of classic rock from Columbia\u2019s rock radio station, Fox 102.3.\u00a0<\/p>\n In the back of the warehouse, streaming services give workers a little more freedom. They can listen to whatever songs they want on their own playlists.\u00a0<\/p>\n \u201cIt helps kill the time. It helps speed up the day,\u201d said Scott McCarthy, a Johnstone Supply employee. \u201cIt\u2019s a good feeling to listen to music.\u201d<\/p>\n In the era of music streaming, many people may think apps like Spotify and Apple Music are edging out local radio. In reality, the two are coexisting.\u00a0<\/p>\n \u201cThe big streaming monster that was supposed to come eat all of our jobs never came,\u201d said Michelle Renew, on-air personality and programming assistant at Midlands Media Group.\u00a0 The company owns two local stations – an \u201call-time favorites\u201d 93.1 The Lake and an \u201cundivided country\u201d 94.3 The Dude.<\/p>\n Radio listeners are no longer confined to a bulky boom-box or car stereo; they can take radio anywhere. According to the International Federation of the Phonographic Industry\u2019s 2019 Global Music Report, 51% of people who listen to radio do so on a smartphone.<\/p>\n Terrestrial radio stations had to reinvent themselves to reach an audience that has access to any song at any given moment. Spotify began offering listeners the option to stream music instead of downloading in 2008, and its main competitor, Apple Music, did the same in 2015.<\/p>\n \u201cIt\u2019s made you have to be better at what you do because there\u2019s too many options,\u201d said 93.1\u2019s Morning Show Host Brent Johnson.<\/p>\n Some of these ways include offering streaming on their websites, creating mobile apps and utilizing new marketing tools like social media.<\/p>\n \u201cThe Lake has only been on the air just over a year and we\u2019re off to a tremendous start,\u201d Johnson said. \u201cStreaming has been a huge part of that.\u201d<\/p>\n Instead of listening on a traditional radio, the majority of The Lake\u2019s audience uses the station\u2019s website to stream music, according to Johnson. The website, along with an app and texting service, is one of the ways the station has adapted to the changes in today\u2019s music consumption.<\/p>\n Local radio, in Columbia and throughout the nation, has adapted to change while staying true to what makes it<\/strong> unique: connecting with listeners. Renew enjoys sharing personal stories, like the time she used hot coffee to warm her oatmeal, when she goes on air.<\/p>\n \u201cYou are not there to be the expert,\u201d Renew said. \u201cYou\u2019re there to be someone\u2019s friend.\u201d<\/p>\n The radio host said they never use group terms like \u201cy’all\u201d or \u201cyou guys\u201d on air to make listeners feel like they\u2019re having a one-on-one conversation.<\/p>\n \u201cYou just want to hear another friendly voice on the other end of whatever communication device you can find that\u2019s gonna say \u2018you\u2019re gonna be alright\u2019,\u201d Renew said.<\/p>\n Although Johnson and Renew typically have an older audience, both think stations are capable of reaching the younger generation if they\u2019re up for the challenge. IFPI reported that 83% of people aged 16-24 streamed music in 2019.<\/p>\n \u201cIf we had a station right now that was targeting your age, we would find a way to get you to sample it,\u201d Johnson said. \u201cNo one is actively knocking down your door to get you to listen.\u201d<\/p>\n \u201cI think what we really need here in Columbia, and across the nation, is something that is going to reach the millennials and Gen Z,\u201d Renew said. \u201cI think that advertisers are really missing an opportunity to heavily market to you.\u201d<\/p>\n In order to satisfy their current audience, reach new demographics and ensure success in the future, Johnson said local radio stations like 93.1 The Lake will have to embrace technological advancements.<\/p>\n \u201cYou either drive the car or get dragged behind it,\u201d Johnson said.<\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”3.0.47″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_image src=”http:\/\/carolinanewsandreporter.cic.sc.edu\/test\/wp-content\/uploads\/2020\/02\/Radio3_SK.jpg” show_in_lightbox=”on” show_bottom_space=”off” align_tablet=”center” align_phone=”” align_last_edited=”on|desktop” admin_label=”Image 1″ _builder_version=”4.2″ custom_margin=”||2px|” custom_padding=”|||” animation_style=”slide” box_shadow_style=”preset2″ box_shadow_horizontal=”4px” box_shadow_vertical=”4px” always_center_on_mobile=”on”]<\/p>\n <\/p>\n [\/et_pb_image][et_pb_text admin_label=”Caption 1″ _builder_version=”4.2″ text_font=”|600|||||||” text_font_size=”12px” text_line_height=”1.4em” custom_margin=”8px|||2px” custom_padding=”|||”]<\/p>\n Along with producing 93.1 The Lake and 94.3 The Dude, Midlands Media Group also owns FIZZ, a Soda City music station, and local news site ColaDaily.<\/p>\n [\/et_pb_text][et_pb_image src=”http:\/\/carolinanewsandreporter.cic.sc.edu\/test\/wp-content\/uploads\/2020\/02\/Radio2_SK.jpg” show_in_lightbox=”on” show_bottom_space=”off” align_tablet=”center” align_phone=”” align_last_edited=”on|desktop” admin_label=”Image 2″ _builder_version=”4.2″ custom_margin=”||2px|” custom_padding=”|||” animation_style=”slide” box_shadow_style=”preset2″ box_shadow_horizontal=”4px” box_shadow_vertical=”4px” always_center_on_mobile=”on”]<\/p>\n <\/p>\n [\/et_pb_image][et_pb_text admin_label=”Caption 2″ _builder_version=”4.2″ text_font=”|600|||||||” text_font_size=”12px” text_line_height=”1.4em” custom_margin=”8px|||2px” custom_padding=”|||”]<\/p>\n While many people get their music solely from streaming services such as Spotify, others still see the community value in local radio.<\/p>\n [\/et_pb_text][et_pb_image src=”http:\/\/carolinanewsandreporter.cic.sc.edu\/test\/wp-content\/uploads\/2020\/02\/Radio5_SK.jpg” show_in_lightbox=”on” show_bottom_space=”off” align_tablet=”center” align_phone=”” align_last_edited=”on|desktop” admin_label=”Image 3″ _builder_version=”4.2″ custom_margin=”||2px|” custom_padding=”|||” animation_style=”slide” box_shadow_style=”preset2″ box_shadow_horizontal=”4px” box_shadow_vertical=”4px” always_center_on_mobile=”on”]<\/p>\n <\/p>\n [\/et_pb_image][et_pb_text admin_label=”Caption 3″ _builder_version=”4.2″ text_font=”|600|||||||” text_font_size=”12px” text_line_height=”1.4em” custom_margin=”8px|||2px” custom_padding=”|||”]<\/p>\n 93.1 The Lake and 94.3 The Dude engage with their listeners by giving away concert tickets and other prizes.\u00a0<\/span><\/p>\n [\/et_pb_text][et_pb_image src=”http:\/\/carolinanewsandreporter.cic.sc.edu\/test\/wp-content\/uploads\/2020\/02\/radio-graphic-final.jpg” show_in_lightbox=”on” show_bottom_space=”off” align_tablet=”center” align_phone=”” align_last_edited=”on|desktop” admin_label=”Image 4″ _builder_version=”4.2″ custom_margin=”||2px|” custom_padding=”|||” animation_style=”slide” box_shadow_style=”preset2″ box_shadow_horizontal=”4px” box_shadow_vertical=”4px” always_center_on_mobile=”on”]<\/p>\n <\/p>\n 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Columbia?<\/p>\n","protected":false},"author":263,"featured_media":30658,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/carolinanewsandreporter.cic.sc.edu\/test\/wp-json\/wp\/v2\/posts\/34011"}],"collection":[{"href":"https:\/\/carolinanewsandreporter.cic.sc.edu\/test\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/carolinanewsandreporter.cic.sc.edu\/test\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/carolinanewsandreporter.cic.sc.edu\/test\/wp-json\/wp\/v2\/users\/263"}],"replies":[{"embeddable":true,"href":"https:\/\/carolinanewsandreporter.cic.sc.edu\/test\/wp-json\/wp\/v2\/comments?post=34011"}],"version-history":[{"count":2,"href":"https:\/\/carolinanewsandreporter.cic.sc.edu\/test\/wp-json\/wp\/v2\/posts\/34011\/revisions"}],"predecessor-version":[{"id":34014,"href":"https:\/\/carolinanewsandreporter.cic.sc.edu\/test\/wp-json\/wp\/v2\/posts\/34011\/revisions\/34014"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/carolinanewsandreporter.cic.sc.edu\/test\/wp-json\/wp\/v2\/media\/30658"}],"wp:attachment":[{"href":"https:\/\/carolinanewsandreporter.cic.sc.edu\/test\/wp-json\/wp\/v2\/media?parent=34011"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/carolinanewsandreporter.cic.sc.edu\/test\/wp-json\/wp\/v2\/categories?post=34011"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/carolinanewsandreporter.cic.sc.edu\/test\/wp-json\/wp\/v2\/tags?post=34011"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}