Your ON-AIR Product is the MOST IMPORTANT Part of Your Job”

Think back with me to those “golden days” of radio, the days when you had just gotten into the business. Some of you have been here for just a few short months or years, while others, have been in it for decades. Time, makes no difference though because the excitement, the passion, the fire, the smell of the warm vinyl (ok, so I just dated myself here)…whether you’re a newbie or a seasoned hand, everyone in our line of work remembers “that spark” that got them here in the first place.

Most of us were lucky to fall under the guidance of some salty old sage – a guy whom you would swear not only knew Marconi, but probably slapped his ass and changed his first diaper. A chain-smoking, grizzled veteran of the broadcast wars, your “Zen master” had stories that went on for days and that continually made you laugh until your sides hurt. He was not just part of the business, he WAS what broadcasting was all about. Not only was he full of great stories, he also had the best fatherly advice on earth.

One piece of advice stood out among all others: “Remember Jim, no matter what they say, your ON-AIR product is the most important part of your job.” * Laughs * No, you didn’t dream it; someone ACTUALLY did say it to you! Broadcasters continually change and evolve – our one constant IS change. Yes, I miss the cart towers, and the records, I miss the prestige that goes along with being an air-personality, but most of all, I miss being able to concentrate on my air-shift. No, you’re not the only one being asked to take on more responsibility on a short-staffed radio station. No longer is it cool do hit production, do your four then hit the door. Today’s broadcaster must know how to maintain a website, grow a listener club, be a master at marketing and public relations, write promotions, deal with sales, maneuver the waters of the adminisphere, make sure the station vehicle is in running order, clean the break room, replace light bulbs…and oh yeah, when you have a moment, remember to do that air-shift thing.

No, it’s not like it used to be, and it never will be again. You’re not in this alone believe me.
Oh, and just so you see that it’s NOT a figment of your imagination, I still believe that no matter what responsibilities you have, “Your ON-AIR product is the most important part of your job.”