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