NIK Lipovac is back behind the microphone at a time when the future of local broadcasting is under sharper scrutiny than ever.
Lipovac kicked off his drive show, airing weekdays between 3–6pm, last week on Cruze FM 93.5, formerly Radio 531 in Port Macquarie.
For Lipovac, who is also the Deputy Mayor of Port Macquarie Hastings Council, the decision to return to live local radio is about more than nostalgia.
His career in broadcasting began three decades ago as a jack-of-all-trades at Sydney’s 2DAY FM after graduating from radio school, a pathway that would take him across multiple states and shape his life journey.
“I actually met my wife, Lynne, through [the] radio when I was in Tasmania.
“I then dragged her up to Coffs Harbour for about 15 months,” he said.
A move to Port Macquarie followed in 2003.
“We had one child and with one on the way at the time, an opportunity came up 2MC (now Triple M) as a promotions guy, and I did a bit of airtime stuff,” he said.
“My kids are not kids anymore.
“They’re aged 21 and 24.”
Like many broadcasters, Lipovac has a front-row seat to the changing habits of younger audiences, including in his own household.
“They may listen to a youth radio station funded by the government (Triple J),” he said.
“There’s also Spotify, which takes a big chunk of their listening.
“I know the kids will occasionally flick over if I’m on air, but I don’t get much feedback out of that.
“Maybe it’s, “What was that song you played? It’s a great song”.
“But otherwise, I can’t win them over, and that’s OK.
“We are targeted towards an older demographic.”
That reality is something regional radio stations must confront head-on.
“Every station has a specific target market.
“Ourselves and Triple M are fighting for the 35-plus demographic,” Lipovac said.
“We might be slightly older than that, but of course those listeners are not going to be around forever.
“So we obviously need to make sure we still have listeners and clients.
“All you can do is make sure you keep it as local as possible, mention local names, talk about local events.
“But we can’t be completely Port-centric.
“We can’t forget about our friends in the Kempsey Shire or Nambucca Shire either, because we broadcast out there as well, which is why we’re now 10 hours live and local (each weekday).”
After nearly a fortnight back on air, Lipovac said the transition from sales had been smoother than expected.
“I wasn’t as nervous as I’ve been in previous gigs,” he said.
“Having filled in a number of times for John O’Callaghan (in the 12-3pm slot) over the last few years was very helpful.
“The only thing you really worry about is the temperamental computer,” he added with a laugh.
Technology, he said, has been both a blessing and a threat to local radio.
“The station technology has evolved immensely, which is also why so many stations have network shows from other areas,” Lipovac said.
“The bean counters ask, “Why do we need a local live show?”.
“Technology’s great – you don’t have to worry about records, CDs and carts now – but it’s also changed the economics.”
As someone who straddles both media and politics, Lipovac is conscious of perceptions around conflicts of interest.
“On air, I only refer to myself as “Niko”,” he said.
“It’s Niko on the radio doing a local show.
“There’s nothing I’m promoting or saying on air about myself or providing opinions on local issues.
“When politicians have come into the studio, I’ve declared it.”
Looking more broadly, Lipovac believes the future of local media remains uncertain.
“It’s a bit scary, to say the least,” he said.
“Over the last 10 or 20 years, across newspapers, radio and TV, there are fewer and fewer people in the industry.
“If it can be done cheaper, that’s the direction networks prefer.
“I understand the business reality, but local content suffers.”
He said the Super Radio Network’s decision to back local programming at Cruze FM was significant.
“I’m glad they’ve decided local is important,” he said.
“But next week they could change their mind, so you make the most of the opportunity when you get it.”
Lipovac said the rise of independent local outlets was filling critical gaps.
“We’re seeing that on the Mid North Coast, and I’m glad News Of The Area has come to the fore, providing local news people have been missing out on,” he said.
“Without local media, people are forced to rely on social media.
“And how reliable is that?”
Success for Cruze FM, he said, won’t be judged solely by ratings.
“It’s about engaging with the community, resonating with them, making them want to listen longer and be part of what we offer,” he said.
“In the end, success is people stopping you in the street for a chat.
“We’ve only just changed our name after 25 years as Radio 531, I’ve replaced a 20-year [old] sports show, and not everyone’s happy, but I’m here to give it a good crack.”
By Matt TAYLOR
You can help your local paper.
Make a small once-off, or (if you can) a regular donation.
We are an independent family owned business and our newspapers are free to collect and our news stories are free online.
Help support us into the future.
