Lessons from Woolworth

Five and dime stores like F.W. Woolworth were the rage for many decades through the 20^th Century. Founded in 1879, Woolworth became a downtown fixture in cities all across America. At Woolworth, you could find everything from penny candy to hardware supplies. You could buy plants and pets. You could get a lemonade or a hamburger at the lunch counter. Woolworth was the place to go to find whatever you needed. Now, Woolworth is a thing of the past. How did a store that was such a symbol of America lose its power base?

According to retail consultant Kurt Barnard, “Woolworth lost its reason for being.” When the discount department stores like Wal-Mart came to town, Woolworth didn’t change with the market. “Woolworth is a brand that lost its relevance and was never reinvented,” acknowledged Alan Adamson of Landor Associates. Woolworth felt obligated to stay true to the spirit of the “five and dime,” and as inflation set in, they cheapened the products they carried to keep their price point. They lacked a visionary leader to clearly state the mission of Woolworth.

Radio stations have gone through a similar pattern. In the 50’s and 60’s, you could hear everything from Percy Faith and his Orchestra to the Rolling Stones on the same station. That was then, and this is now.

Woolworth stopped looking forward. They continued to look back at the way it used to be. Radio stations also need to look ahead. Successful radio stations have a visionary leader who can see trends as they come and adjusts the station to go in those directions. Having the flexibility to change with the times and not be stuck in a preconceived idea is what keeps radio stations alive.

Many program directors get stuck by studying research. They are looking back at what was, as opposed to looking forward to what could be. Research is only able to evaluate the success or failure of what is already being done. Research can never offer new, creative solutions because it is impossible for the audience to react to something that hasn’t been done yet. Next year’s successful radio programmers are thinking in new, creative ways today.

If a radio station is the inspired invention of a dynamic Program Director, it will get noticed. The station’s success is not dependent on how well it was researched. The original Woolworth concept was the brainchild of F.W. Woolworth, not of a focus group. In the end, Woolworth did extensive research to find out what it needed to do to remain viable. It was discovered that the image of Woolworth was going to be too hard to revive. Woolworth didn’t change with the times.

Is your station tomorrow’s Woolworth? Or are you reinventing yourselves and setting tomorrow’s trends? Don’t get stuck looking back. Keep your eye on the horizon!