If you’ve ever seen me moderate a focus group on behalf of a radio station, you might recall a question I often ask early on in most groups is about change. I typically ask respondents whether the radio market has been relatively stable in the past year or whether the last 12 months have been a time of tumult and instability.
I have the feeling that many of my focus group conversations next year will include a lively conversation about change – in the greater media world, and of course, in local radio.
They (whoever “they” are) say, “The only constant is change.” And they weren’t kidding, because we may look back on 2024 as the year when talent departed the airwaves in droves.
And I’m not just talking mass layoffs impacting scores of people. These past few weeks and months have included many big names packing it in, moving on, changing industries, and redefining what were once steady career trajectories.
These mega-moves were once anomalies. Remember when Howard Stern boldly bolted broadcast radio for the less stable and not-so-green pastures of satellite radio. Howard’s sojourn to Sirius took place in 2006, a lifetime or two ago in the big picture of media change and disruption.
Back then, seismic changes were relative rarities. While there were storm clouds on the radio horizon, I’d bet most talent and managers working in broadcasting back then didn’t question their longevities in the industry.
Today, the exception has become the rule. It seems like
everyone’s “looking.” You can see this in the quarterly reporting by Microsoft of their social platform, LinkedIn. You may not be active user, but chances are you’ve got a profile on the world’s biggest social jobs site.
Unlike Facebook or X, LinkedIn is a niche player, focused on jobs and the employment market. Yet, in quarter after quarter, Social Media Today reports LinkedIn almost always scores “record engagement” and revenue improvement. In fact, Microsoft doesn’t even change the wording on their investor calls.
It’s no surprise to us in radio. If you read the trades – Radio Ink, Inside Radio, Current (in public radio) and others, you can’t miss the frenetic movement, job changes, retirements (forced or otherwise), and the other changes rocking every station, network, and organization.
One week ago today, two stalwart morning shows in the rock radio
family hung up their headphones in their home markets. John Boy & Billy in Charlotte (WRFX/The Fox) and Lamont & Tonelli in San Francisco (KSAN/The Bone). Not only did I consult both stations, but I was part of the strategic teams that brought them in to their respective stations “back in the day.”
For them to finish their careers at their flagship stations (JB&B continue their shows via Premiere) is epoch, and yet, we’re becoming numb to the changes because they are happening with such stark frequency. And don’t think there was any conspiracy because two of the most successful morning shows in rock radio history saw their credits roll on the same day – their owners are iHeartMedia and Cumulus, two companies most certainly not colluding.
No, this is the world we’re living in. Last month, I wrote a post – “Death By 1,000 (Salary) Cuts” – about Hoda Kotb puling up stakes on “Today” to pursue not-yet-announced other media opportunities. Observers realize that while Hoda will likely enjoy success wherever she goes and whatever she does, an impending salary haircut was in the offing as part of a new contract.
There’s no telling what the motivation really was for 77 year-old Chris Wallace saying sayonara to the troubled CNN. The veteran newscaster/journalist/pundit/author announced last week he’ll be leaving the first cable news network to pursue a career of podcasting or streaming – “where the action seems to be.”
It’s certainly not in cable television. This week, it was Comcast playing “decider” over the fate of two of its news networks. The parent will put CNBC and MSNBC up for adoption, spinning them off.
This is an obvious acknowledgement that streaming is the winning platform, as millions of consumers continue to “cut the cord.” Comcast will hang onto Bravo, Peacock, and other assets, while off-loading their two premiere cable news networks.
And that begs the question over the relative health of news organizations pretty much everywhere. The number of layoffs impacting news departments during this year are too many to mention. And they aren’t showing signs of stopping – even on the local level.
Hometown TV news stations continue to show veterans – and expensive anchors and other personnel – the door. New hires are much more affordable and of course, they’re younger and ostensibly hungrier.
And local public radio is not immune. This morning’s Detroit Free Press reported that Stephen Henderson (pictured) – their popular midday host of talk show “Created Equal” (formerly “Detroit Today”) – won’t re-sign with home station WDET.
Henderson announced on social media he decided to leave the station over budget cuts he deemed would cause “an unsustainable withdrawal of commitment to the show and its mission.”
Apparently, station management never saw it coming.
But media observers aren’t surprised because financial troubles are impacting media on all platforms and in myriad markets. Ironically, smaller markets appear to be less affected by the budget issues and viewership struggles.
At Forecast 2025 last week, one of the most upbeat panels of the day was “Mainstreet Media: Where Local Broadcast Survives & Thrives,” featuring independent and small market broadcasters reporting profitability and growth.
Clearly, they’re in the minority these days, particularly as larger markets and major news and media organizations try to retain their talent in the face of decreasing viewer and listenership – and of course, black ink.
What impact will this have on audiences? For most of these moves, we may not know for weeks or months. But when your favorite hosts and shows disappear, and are replaced by different talent, viewer and listener routines are rocked. We see the net effects of these quantum changes each year as we track Net Promoter Scores in our Techsurveys.
But know this – the obvious reaction is to view these surface changes for what they are – the comings and goings of talent. There’s nothing new about that, but it oversimplifies what is really going on.
But in 2024, these changes are symptoms of changing conditions in the media ecosphere. Revenue deficits, the growing gap between linear media and digital, sales shortfalls, and other macro effects of media changes. Add in new technology like AI and a political climate that is unstable as ever, and we’ve got a maelstrom of change on our hands.
Change is most definitely in the air.
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.
- Radio, Beware the Sushi Menu Approach to Digital Sales - December 5, 2024
- Elvis Has NOT Left The Building - December 4, 2024
- Algorithms vs. The Human Touch - December 3, 2024
Adaptive Radiation. Versatility. Content. Presentation. Tack. Pivot. Connect. Prove value. Stay Positive & Contribute to Broadcast Growth. Thank you, Fred.
As always, Clark, to the point and germane. Thanks.
Just in case, Variety has a very good FAQ about the Comcast spinoff overall…
https://variety.com/2024/tv/news/comcast-cuts-cord-5-burning-questions-msnbc-bravo-1236215338
One of the big questions specifically about MSNBC and CNBC is whether they’ll be able to keep any ties with NBC News or, more broadly, NBC itself. That might become even trickier given that, IIRC, NBC News Now (the streaming channel, which is also used somewhat on-air) would stay with Comcast.
Eric, thanks for linking the Variety artcile. In addition to whether MSNBC and CNBC will remain connected to NBC News. If the answer is “no,” will they have to change their brand names to rid themselves of the “NBC” identifier? There are lots of questions to be answered here.
FWIW-I’d say, frankly, who cares. Haven’t these long-in-the-tooth brands outlived their usefulness. They had a good run, like most of us. Did they not make enough dough along the way? Evergreens they are not. Networks and Conglomerates, are a tired relic of the 20th century. It’s long been time to reinstate/reinvent the potential smaller, local/regional big wheels. It’s niche, stupid. We’re Americans and citizens of the world. We want real choice. But no, they had to continue to encourage the cash cow flow they lusted for and gouge us for services (though they be not cut from the broadcaster’s cloth) to the detriment of the rest of us with their bundled, biased and costly meager offerings. Until it wasn’t any longer relevant. No longer is it a C-suite world, but a creator’s world. And now the creator/influencer owns and rules. Distribution is in fact KING. Radio today mostly distributes “Ga-Ga”. It’s difficult to find an exception where I live, My advice to those future creators is to own and rule…from an island far away from establishment money. Like the rock and roll of days gone down. Be of your own mind. Be reckless, but be ever true to the cause. And recall, the needs of the many outweigh the needs of the few. And be not of conformity It leads to corrosion. I, like Grouch Marx once said am one who, “would never be a member of a club that would have me as a member.” My advice at age 60+ is never think you have all the answers. There will always be too may questions. So, whatever your age and competence, get a grip and power through. It’s truly a BRAVE NEW WORLD. Thanks for the soapbox of your blog and keep the thought process going. The best to you and yours in the forthcoming holiday season Mr. Jacobs. And to all of our brothers and sisters in arms remaining in the great wide open ether, though much shrunken business world of broadcasting come the year 2025, merry, happy days.
I remain a former OTA radio “guy”. I got out when they riffed me in my mid-50s during the Great Recession. Remember that? I guess the powers that be did me a favor. I do have my health, a lot less stress and I’ve outlived more than a few of my contemporaries. Yeah, radio’s killer! (or so we used to say.)
This is a great “rant” (if you can call it that), Guy! Lots of great free-flowing thoughts and wisdom here. Wish I could say I still had my health. Nothing like losing it to appreciate it. Yeah, the radio we fell in love with and loved being part of might not still exist, but we still do. So wherever you are, whatever your situation, “get a grip and power through”! Good advice for anyone, anytime, anywhere.
For someone who asks, “Who cares?” it sure looks like you (and many others) do. Your observations are compelling, Guy, and I know many readers will appreciate them, along with your sage advice. Too bad, you got displaced all those years ago. We could’ve used you.