Radio is Broken and No One Is Fixing It

By now, you must think that I am somewhat jaded toward the profession I am in and yes, to a point I guess I am. What frustrates me is the fact that being IN RADIO used to be so damned fun! Crazy contests, even crazier listeners, the stories, and above all else the people behind the microphone made being in radio this amazing little society within society itself. Here you is where you lived, breathed, and worked just for those few precious hours a day when it was your turn to go out and entertain.

It is sad, but life behind the walls of your favorite radio station isn't what it used to be. In fact, it's a mess and we are to blame for it. When was the last time you actually heard someone say their goal was to work in radio? Oh, it still happens, but not nearly as much as it used to. Once upon a time you would have people from all walks of life wanting to be a DJ. Program Directors desks were covered with T&R's (tapes and resumes for those who are from the strictly digital age) and finding a part timer was like looking for some sand on a beach! Now, it's a literal ghost town. We are suffering from *GASP* being "un-cool!"

Lack of good talent is another severe problem yet we do nothing about it. When it's time to tighten those budgets, the first places stripped of live humans are part timers and the Overnight position. This does a real disservice to us. We need those part time hours not only to give the full time staff a break, but it's also to train the new generation of radio people. Can they walk the walk? Can they talk into a microphone? Are they teachable? No part time staff is essentially cutting your nose of to spite your face. Sames goes for the Overnight positions. So many of our great radio legends got "found" while doing their thing in the wee hours of the night / morning. That was the starting ground for a full time career. Now, it's cheaper to have it voice tracked by one of the other full time staff members. Ironically, said full timer won't put in as much work to their voice tracked shift because it is not their "regular show" and is nothing more to most than a pain in the ass requirement of their job.

One other important topic to note is that the majority of General Managers these days come from the Sales side. Therefore, they favor sales over the programming side and it leaves a HUGE rift in the company. Trust me, I love what the sales department does. If they didn't get out and hustle the product, none of us would be in this business. But, you've got to have a product that is not just sell-able, but one that is STELLAR to beat down the mobile phones, and MP3 players of the world. Don't piss on my foot and tell me it's raining. Programming is just as important as sales and the sooner the message of equality is carried out, the better off everyone will be.

Lastly, every damned consultant needs to be fired. They are "of the devil" and with the money paid to them, you could easily afford some part timers! Consultants have never lived where you are, yet, they will tell you during their 2 to 3 day visit to your market that they know in their divine wisdom that what worked for them in New York City will be the next rage in Biloxi, Mississippi.

That is the biggest load of bullshit ever.

Even if you should find a fantastic consultant ask yourself this...whose phone call is more important to them, yours or the guy in San Francisco? I believe every radio station has a consultant already and they are called Program Directors. Let them direct, coach, and lead the radio station. If they do well, keep them. If they don't, fire them. But above all, give them a chance to prove they were a good hire for the job.

With just these few tweaks, you will have made a massive difference in taking radio back to where it should be!

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.”