It’s that time of year. Many in radio (or out of radio trying to get back in) find themselves at a career crossroads.
But it often runs deeper than that. That’s because an industry that was quirky – but predictable – for decades is now surrounded by question marks. And it seems the longer one is “out” of the business, the tougher it is to get back “in.”
Many radio professionals also use an “exit” – whether instigated by their employer or not – as an opportunity to reassess both their career path as well as the trajectory of the radio industry.
And these days, I seem to be taking more and more calls and setting up coffees with broadcast professionals in search of their next opportunity in radio – or not. I’m not just being asked to think about “any programming gigs out there.” Instead, many of these conversations run bigger than that. They often encompass bigger, more career/future questions, often leading to my take on the state of the industry.
It used to be that a programmer, jock, or sales person on the beach would simply seek their next position doing pretty much the same thing – either elsewhere in town or in another market. Today, unemployment in radio often spurs a career fork-in-the-road where many important questions are asked:
Do I still want to stay in the game?
Are there broadcasters out there who will appreciate someone like me?
Do I have the chance to grow?
How much more of my life do I want to devote to this industry?
I have a unique perspective on the industry, interfacing with dozens of broadcast companies and hundreds of stations, both in commercial and public radio. And meeting thousands of radio careerists at the many conferences and conventions I attend during the course of a year provides an overview of where the business may be headed and what broadcasters are seeking.
That doesn’t make it any easier to provide counsel. And I truly empathize with those trying to figure it out, especially for veterans who have been plying their radio craft for years or even decades, and find themselves wondering it there’s a place for them in today’s radio business.
So, when I ran across a story in Fast Company – “5 Signs You Need A New Career Path” by Anisa Purbasari Horton – it jumped off the screen. While it’s written from a generic career perspective, there are helpful questions for radio people struggling to figure out “What’s next?”
I chose four of her five signs that every “pro on the loose” should hold up against themselves as they re-evaluate their next career rung:
1. When your job is affecting other areas of your life negatively
Many of us have looked this one right in the eye. Like any career that feeds on passion, it’s easy to turn a radio job into a mission or even a crusade. I talk to many these days who are burned out, running on fumes, and simply out of bandwidth.
I’ve been there before as many of you have. Learning when to walk away from a job or radio before you hurt those around you – or yourself – is an important consideration, no matter the industry you’re in.
2. When your job (or the company you work for) no longer aligns with your values
You hear a lot of industry chatter about various companies – what they stand for and how they do business. If you have a particular bias, then don’t 
go to work for them. And that means not interviewing with them if you truly believe their company philosophy is out of sync with yours. Too often, we see radio broadcasters take jobs with companies that have a certain reputation, only to end up unhappy and even surprised about the outcome.
Of course, it might also help to do some due diligence in the space because you might find your perception of certain companies isn’t especially accurate. It’s easy to get caught up in radio scuttlebutt and gossip hat isn’t a true reflection of what a company or its management team is all about.
3. Your industry is changing, and your dream job might not exist in five years
It doesn’t get any more real than this. Anyone’s who been in radio for a couple of cups of coffee knows that hiring priorities have changed – in some cases, radically. While there’s been an understandable focus on radio industry layoffs – especially since the Recession – there’s been little attention paid to new positions that have been created over the last decade or so.
Radio companies are becoming media companies. And that means digital staffers, including videographers, social media specialists, event marketers, and other jobs new to radio have become more plentiful during these years. We might expect positions connected to data, podcasting, content marketing, SEO, and lead generation to grow in popularity during the upcoming five years as well.
And that triggers a whole different question:
Do I have the skill set necessary to compete in a changing media landscape?
4. Your expectations don’t align with the reality
This is the tough one – when things simply don’t turn out the way you planned. With younger job entrants, career disappointments aren’t uncommon.
But with veteran radio professionals, there’s a strong chance that what was once a fun and fulfilling career has now changed – because the industry has changed.
Horton quotes author Suzan Bond:
“Few of us realize from the very start that a dream job is like a mirage in the career desert. Once we get to the spot we’d pinpointed, we discover it isn’t what we thought–it’s actually a little further up ahead, in the distance–so we keep searching.”
And oftentimes, that leads to frustration, because “old school” radio doesn’t really exist. In fact, nothing today is as we remember it. It’s human nature to glorify the past, and get down on the future.
Many in radio get caught up in the romance of the business that was, and continue hoping they’ll find that one situation, that one job or station that provides true fulfillment. Often, it never materializes.
And to Horton’s list, I’ll add two more – one that I learned early in my career. And the second one I’ve picked up along the way.
FJ1. When you really can’t define what it is you want to do
During the formative years when I was trying to break into radio, I got the chance to spend time with the GM at a station I was dying to work for. When he asked what type of position I was looking for, I proceeded to give him a list of many skills, in the hope that he’d hear something that fit a station need.
Of course, that plan backfired. And as he explained to me, it’s not up to a supervisor or boss to act as career counselor and direct you toward the right job. It is your responsibility to decide what it is you want to do, and go after it. It requires focus and commitment.
Often when talking to someone looking for their next gig, I hear that same trope: “Well, I’ve done lots of different things, and can fit in just about everywhere.” And I cringe because I realize that most bosses want to hear about your passion and your talents.
A job or career focus has never been more important.
FJ2: When you feel like you’re on a treadmill and just don’t seem to be getting anywhere
It happens. You do your best at the task at hand, but better compensation and additional responsibilities seem elusive. Maybe it’s time to take matters into your own hand and become more proactive – volunteering for things that broaden your experience and your network.
It’s no guarantee that plan works because some radio bosses 
will take advantage, but most respond well to employees looking to make a broader contribution to the enterprise.
That’s because most radio stations in 2019 are woefully understaffed, so becoming that “linchpin” as Seth Godin calls it, could open doors and create opportunities. And in the event you’re working for people who are unappreciative or don’t credit your efforts, chances are you’re learning new things you can take with you to that next job.
Navigating a successful career has never been more challenging or uncertain. Even people at the corporate level are questioning many of the “givens” revolving around what it takes to run a successful radio station, cluster, or company.
Reading the radio room – understanding how the needs of the business are changing, and aligning your skills and your mindset to be more congruent with media companies in the digital era – is one of the most important skills you can acquire.
In fact, that’s the “job” we all need to do.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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Sales and Marketing! If you want to be valuable in a medium or small market, selling is the key to get off the beach. I get a dozen calls a week for on air positions. I tell applicants that at our station you will need to sell (be in sales) with the air shift.
The business has evolved. Know all the skills of the new world of radio or get left behind.
It’s not 1985 anymore.
Damon, it’s NEVER been easy to attract good salespeople. And radio needs more people willing to market the product. I will tell you in my conversations with high school and college students, a very small group is thinking this way. Most want to be the next Vin Scully. Thanks for the comment.
Like any industry, robotics, artificial intelligence, automation and algorithms have created opportunities to ”do” radio with less expense. You either change and expand your knowledge or you get kicked to the curb. Just ask the frontline workers in the auto industry who were replaced by robots. They either learned how to build and fix robots or they lost their job. So yes it is a choice. You choose to adapt or you find a new job.
Jonah, it is all about adaptation and having a clear mind about where the industry is going. Sometimes it’s easy to clouded by the fantasy of what radio used to be. Thanks for the comment.
I will second Damon’s comments. I will add that not only the Business has changed, so have people. Years ago we took pride in our stations, now people just don’t care. I call people on lack of sales, poor collections, no signage at events and I am the bad guy for saying anything!
It’s hard to use that old bar as a yardtick for performance, Ron. I totally get the frustration, but we’re dealing with new generations of workers and a very different radio industry. The best you can do is teach the right way to do it, and hope it “takes.” Thanks for chiming in.
The world we live in today is one of “On Demand.” The future belongs to those who can create what people want and deliver it when they want it.
The consumer won’t have it any other way.
It’s not an attack on radio broadcasters. It’s the future. Here. Now.
https://dicktaylorblog.com/2019/01/20/ces-2019/
The “on-demand” world is convenient. You get what you want when you want it. But it requires the user to cede anonymity and privacy to the content supplier. Younger generations seem comfortable with this transactional cost, but old codgers like me aren’t as much.
It doesn’t matter if I’m willing to accept this sea change, it’s happening anyway. Broadcasting sure seems like it’s destined for a far smaller share of eye and/or ear in the future.
That it is, Dick. Thanks for conntributing.
What a fantastic piece Fred. One of your very best and most relevant. (And that “blog bar” is pretty damn high)
Awesome.
DP
Most appreciated, Dave. Thanks for reaching out & the kind words.
What if like me you are creating a new kind of radio? I also have 6 Facebook pages and a Youtube Channel so it’s an entire media system. Fred knows what “Action Radio,” my creation, is all about. It’s a fully interactive, interconnected system of listeners, expert guests, social media, writing bills, legislator input, bill submission, lobbying, and more. I had to start my own show on Blog Talk Radio at BlogTalkRadio.com/citizenaction, so my question is how much is the radio industry willing to try something totally new, like my creation? I hope to be picked up by syndicators as they see the value in radio that is completely interactive.
Fred,
My wife is the VP of Marketing for three companies, all three are web based and use all of the e commerce tools from geo tracking to social media. A few years ago, she did a web review for a friend’s broadcast group, the stations were doing it wrong, all wrong.
My wife’s social media director gets paid $75 an hour and if I told you what she spends on SEO a month you’d have a heart attack. These aren’t jobs that can be randomly assigned to a staffer or be done by one person at a radio group, they require highly skilled professionals to do them effectively.
When she had her agency (40 clients) she had a small, local artisanal restaurant, this little 14 table organic restaurant had more social media “followers” than our friend’s number one radio station in a large medium market. Let that sink in.
A big part of the future for radio, maybe the most important part, will be engaging the audience not only on the air but to engage them via the web. Your NPR clients know this and do a much better job than commercial radio does.
BTW, my old radio pals fall into two cagtegories, some feel that the old days were great, perfect, etc. Others, like me, feel “Hey it was fun, we were learning and did some great things from time to time” Like everything in life, the memories are better than the reality. The first group woiuld like to get the “band back together” the rest of of us have more interesting things to do with our lives. It’s fun to talk about but…
Robert, this is a great comment and additive to the conversation that is clearly resonaating with a lot of people. And as for your two categories, please put me firmly in the second.
Robert Christy, you are right en pointe.
The last paragraph says it all…
And I do feel that we’re not imaginative enough about the next phase(s)…
Imagine robots so sophisticated they can make cultural references,
connect the dots between issues or artists and spout their own opinions.
The future is now.
Anne, thanks for weighing in on this conversation. A lot of truly on-point comments.
Great exploration of a topic on many minds, Fred. If I may, some could find inspiration from this piece in Radio World. These longtime radio people have discovered that their skills are valued in many places.
https://www.radioworld.com/news-and-business/is-there-life-after-radio
Dave, thanks for this. I thought your story in Radio World was a great example of aspiration and ingenuity.
Former 94.7 FRESH FM air personality Tommy McFly is doing a series on NBC 4 out of Washington, DC on “4 Things to Know If You Get Laid Off” that may be of interest to people reading this thread. Here’s a link to his reports: https://www.nbcwashington.com/on-air/as-seen-on/4-Things-to-Know-If-You-Get-Laid-Off_Washington-DC-504668582.html?akmobile=o&appVideoHub=y
If you want to know about Tommy’s own departure from FRESH, you can read all about that here: https://www.washingtonpost.com/news/reliable-source/wp/2018/10/02/radio-host-tommy-mcfly-is-out-at-94-7-fresh-fm-as-station-owner-plans-changes/?noredirect=on&utm_term=.f6403ac6e8df
Dick, thanks for the story – a relatable one for today’s blog post.
Greg, kudos to you for carving out your own turf. I can tell you from my Classic Rock and Edge experiences that signing that first affiliate – and hopefully, it’s one with potential in the form of a good signal, personnel, and ownership suppport – is key. It took more than two years for me with Classic Rock to convince someone to try it. It worked, and the result speaks for itself. All the best to you in your quest to forge a different path.
Thanks for tackling this issue head-on, Fred. I’ve been in radio for over 30 years, having started in college. I see two overriding issues: One, many owners in medium and small markets want consistent revenue increases without expanding the list of station services. These are the guys who expect to expand their business by selling spots. There’s a lot of money to be made by providing clients with a full range of services, all centered around the radio station.
Two, I’m beginning to see ageism show up in radio. Once I turned 50 potential employers began to tell me I didn’t fit their profile. Understand, as a GM in several markets I’ve delivered consistent annual sales and cash flow increases of 4.5-5%. And I continue to do so. I can imagine what it’s like for a sales rep or air talent who is over 50 trying to get a gig.
There are a lot of capable, talented people on the beach. I hope we don’t lose the majority of them to another industry.
Craig, thanks for checking in on this issue, which frankly struck more chords that I would’ve thought. There’s a lot of people in this boat – on both sides of the spectrum. Thanks for telling it from a 50+ perspective.
Thanks for these clear and inspiring thoughts. Well done, as usual!
I wrote about this very subject recently in my own company blog. Some of what is written below, comes from it. I hope it adds to the dialog.
Unfortunately, there are far too many who spend too much time pining for “the good ole days,” or see the problems, versus solutions – including some in the thread. We must be introspective, but also “extrospective” when looking at what is actually a bright future.
What roles can WE play in leading a creating a great future in media?
There are PLENTY!
The world has changed, and it’s actually quite exciting for those who can SEE and embrace the opportunities. The opportunity comes dressed a bit differently from living a figurative life, pouring over pictures of some kid in horn-rimmed glasses, sitting in a chair with a coke, playing 45s behind a microphone at an RCA console with rotary pots and wishing “now” was “then.”
Surely fun to look at in the literal sense – and we all enjoy radio memory lane as much as the high school football hero or homecoming queen enjoys looking at the yearbook or team photo 30 years later. But as far as the future, careers and continued relevance are concerned, that mentality means very little to today’s content consumer. This business has never been about “US.” And those with vision, who lack bitterness, are the “grown ups” who can and will lead an audio-based content revolution!
Beyond the whining about how “terrible” things are today, is an amazing world of content opportunities and revenue attached.
If radio is only about having a golden voice, reading a weather forecast over a 17-second intro, it’s over – and well it should be! There is no such thing as a “DJ” job in 2019. That’s good thing! Yep. I said it.
If it’s about creating multi-platform, relevant content experiences and filling a need in what I term as “local news, entertainment and local ‘connection’ deserts,” that’s the amazing opportunity. And, yes, that’s it’s way more fun to do!
So, if you want to move forward in an exciting world that allows you to create content and revenue experiences never dreamed before, first change the mindset.
Take this challenge!
Promise yourself that you will STOP ruminating over and communicating the following worn-out excuses and laments – – IMMEDIATELY:
1. The Telcom Act of 1996 ruined our business
2. Voice-tracking cost jobs
3. The “Internet” is killing Radio
4. (BIG COMPANY NAME HERE) fired me 10 years ago and I am still a bitter person
5. Advertisers want digital, not radio
6. PPM killed radio
7. The business doesn’t want me because I’m ‘old.’ (Age and relevance are actually two very different things and the business wants and needs people of relevance – regardless of age).
8. etc., etc.
MOVE ON!
Many “radio people” – not just the “big bad corporations” are doing the actual killing. This is reinforced by the number of “radio people” who proudly proclaim they aren’t on social media, “don’t do Twitter,” smugly smile about their flip phones – refuse to even understand the opportunity a smart speaker would provide them – and continue to view digital content platforms and distribution as the enemy, versus the means of building a bigger local media business.
Instead, START the following:
Ask yourself, “in what ways might I…
1. truly learn about today’s media consumer.
2. get out from behind the iPhone and computer monitor to visit a place, try something different, learn about a person, place or thing.
3. discover what is really on the minds of my target.
4. ask a person about her/himself. What are their goals and dreams? What scares them? What makes them happy or sad? What do they want to learn about? How can I help them??
5. choose my team – and choose those with whom I associate. Do I put up with the angry seller with the flip phone? Do I have the vacuous “DJ” that doesn’t have the depth to do more than announce on a “shift?” How quickly will I replace them with multi-platform communicators, despite all their years in the “radio business?’
6. create unique, exclusive local “stories” for my platforms, versus I cutting and pasting shots of “a lady in California who won a pie eating contest?”
7. get to know my advertisers on a personal versus business level.
8. create ONE, just ONE thing – that will directly connect, make for a new and better media experience, grow audience and add a revenue stream.
9. learn something new. Write, learn how to create and edit video, create a website, experiment with content creation and use tools, such as Twitter to drive people to your creation, etc. Don’t wait for the world or my employer to do it. Do it because I am interested and that will make ME more INTERESTING to an employer than all the radio whiners!
10. go into a high school or university classroom and speak to a class NOT about being radio “DJ,” but how local MEDIA can be a wonderful career. Out of 25 people, five will come up after class and want to work right away! They will write stories, get video, cover games, build advertiser stories, do graphic work, build newscasts, help with systems and infrastructure, teach US – and lead us to the future!
This is truly an exciting time for content and opportunity. Smart and positive people of any experience level will find it and lead the way!
Visit GreatLakesMediaCorp.com for more ideas on opportunity.
Thanks, Fred, for being a wonderful thought leader in our industry!
Tom, this is fantastic perspective from someone who has been a trailblazer in the business. These two punchlists – what to stop saying/what to start doing – should get posted all over studio walls and cubicle partitions. I hope a lot of people read this wisdom from someone who’s been there/done that – and take it to heart. Thanks for sharing it with us.
Wow! As a 35 year radio veteran who left a stable job at a huge traditional broadcast outlet with a giant pile of cash to throw at programming my recent adventure re entering the workforce at another legendary station in the same market was night and day different. No office space, no real definitive leader with a vision or marching orders a lack of training on the studio equipment and a producers booth where nothing worked right and the engineering dept didnt care, half the morning show team was unmotivated and a liability to the sound of the show while the other half carried the show and had their own family tradition in the market. Socia media seemed far more important than the actual terrestrial programming (which you may feel is accurate) my problem was why direct thousands of people to a product that lacked substance or talent? I literally didn’t know how to proceed. The talent ultimately concluded one of us had to go. I had already told the station manager after 5 months I was willing to take a hit for the team since the talents contract was 2 years longer than my 2 year contract. All this to say as someone who grabbed coffee with you then stumbled into this position? This written piece is dead on correct. Kudos to you for being so wise and on point. Proving you’re the genius I always had heard and believed you were. My only complaint is that the truth of your article stings bad. Now back to identifying the what now for a 51 year old who’s work has only ever been radio? Thank you sir! Keep it up!
Yours is a painful story, but one that likely resonates with a lot of people. It’s a different business – but we’re living in very different times. The 70s and 80s were great for radio and media in general, fueled by the scarcity of content platforms. It all went through us – TV, print, radio – and with that came much responsbility, financial reewards, and fun. Much of that has eroded in the years since, and I think you’re feeling that pain. Sorry it’s worked out this way, and hopefully you can find your way forward and find a company or organization that makes great use of your skills and energy. At 51, there’s a lot of gas left in that tank.
Yep, things have changed. I wonder about if radio’s key to the future is hidden in its past. Not by going backwards, but by understanding the price that was paid when talent was squeezed out by less affordable alternatives.
I think now more than ever radio should be live, local and entertaining and realize it is not just competing against other stations anymore. Maybe radio just becomes a great companion piece to broadcasts that are available simultaneously on other popular platforms.
There are many challenges we didn’t face 10 years ago, they were there, which just ignored them until it was too late. However the objective is still the same; get has many listeners as possible to listen as long as possible. It is going to take talented air personalities who understand how to entertain on multiple platforms simultaneously.
Remember when the morning show’s key was to take listeners from the house, to the car, to the job? Maybe we first reach the listener on Facebook at home, when get then to tune the show in on the car radio and then they listen to the show on their desktop when they get to work. It is a bigger challenge which calls for better air talent.
Radio continues to struggle with ratings and the role of the personality. Clearly, talent is the secret sauce that can help set the broadcast radio industry apart from the pack. But then the pressure from meters and diaries reels programmers (and consultants) in. Not everyone is Howard Stern, Bobby Bones, or Bob Stroud, but none of them were great when they first started. Coaching and teaching are a part of the learning curve, and it’s the responsbility of managers to provide it. Thanks, Matthew.