The Enemy Is Upon Us - Embrace It!

Over the past 4 years, our industry has been a divided medium, fighting several battles at the same time. First, there was the battle of terrestrial radio vs. satellite radio. Next, we moved onto fighting the internet, with many stations developing streaming products as an answer. Now however, the biggest challenge of all is here, and it's right in our pockets. Our biggest fight for relevance in our day and age is coming from our cell phones.

Mobile phones are no longer big bag like monsters that take a small army to move, cost a fortune to own, and are even more expensive to operate. No, they are cheaper buy the dozen these days, with all kinds to choose from and at all different price ranges. No contract? No worry. Get your kid a prepaid Virgin or Boost and be worry free. Android's platform is storming the marketplace, taking a 27% share away from the IPhone this year. Everyone has a cell phone in their pocket or purse. Ask that same person to pull out their portable radio and you'll get a look like you just walked in from Mars.

However, I think cell phones should not be demonized, but utilized. Some phones are already coming with their own radio tuners inside, but most don't. That's why EVERY programming department across the country needs to break the "Emergency Only" glass, go in with their General Managers and demand money to create FREE applications for the mobile phone industry. Clear Channel is already doing this with their application, but, even the cluster groups of 2 or more radio stations (independent single stations too) need to do get an IPhone, Blackberry, and an Android app for EACH radio station. Make it entertaining! Make it invaluable! Make it personal for your listeners, and then market the HELL out of it! Yes, I know that Sales and Management will balk at the idea of spending money for FREE applications, but they need to get in reality and YOU need to be persistent with them, almost to the point of being buggy about the matter. Radio is free. You should want to carry on one of the biggest selling points in the business with a free app.

Yes, it's that important. People don't wait for the news or the weather to come on anymore. Either they watch TV, get it online, or if they are at work, they get it from their phone. Increase your "at work" advantage before the station across town does.

Are You SURE You Want To Be In Radio?

If you're thinking about going into radio, I hope you stumble across this posting first and then decide to stick it out with me.

Back in 2008, I thought it was a great idea to start blogging about the experiences I've had in radio, as well as imparting some of the advice from things I've learned along the way. However, after only 3 postings, I closed up shop and wrote no more. Why? Partly, because I was trying to sound like someone else and in doing so, I didn't like the end result. Also, I had the wistful hope that the ugly, disrespectful, and sometimes abusive side of our business would change. I thought that maybe we would see the light with the looming threats of the IPhone and smart phone's in general, MP3's wherever you go, internet music at the touch of a fingertip, etc... and that in the end, we would clean up our houses and return this industry to creative, inspiring individuals who see what we do an art form instead of a burden.

Sadly, I was wrong.

A majority of our industry has been taken over by soulless, hateful, do nothing's who work to appease the bean counters in another city. Because of this, he dictum is no longer "make the magic happen" but "meet your 30% ROI." Ironically, these same people couldn't be hired for about 80% of the jobs out there due to their inept ability to manage people, or exude empathy, or...they just couldn't get the burger done on both sides. Medium and large corporations that own stations all over the country have robbed our communities of their source of music, entertainment, and local flavor. In turn, people wonder why radio either sounds the same or is so bland.

No one would believe the truth.