It seems like every day, there’s another article about Millennials and their place in the business world – what they want, how to work with them, and why every business needs an infusion of Generation Y thinking. The radio industry is no different, and today, broadcasters compete with tech companies for the services of Millennials.
I’ve had a chance to learn this first-hand as our mobile apps development company – jācapps – has grown. Just about everyone on our staff is a Millennial – and there’s been a strong mutual benefit for both us Boomers and our growing group of young professionals. I like to think we’ve learned a lot from each other.
In the process, it has become clearer to me just how critically important strong Millennial representation is to radio companies. And to gain more insight on the topic, we turned to a person with a unique perspective.
Georgia Beasley is a Millennial who hails from a storied radio family. For more than decade, she’s been generating media revenue in broadcast, digital, and non-traditional, having served as GSM and Digital Sales Manager in her company’s Augusta, Miami, and Wilmington markets. These days, she’s based in Ft. Myers, serving as the Beasley Media Group’s Director of Digital Sales.
In today’s “Guest List,” Georgia talks about what Millennials expect from the companies they work for and what they bring to the table. She also breaks down the misconceptions that many have about her generation – Millennials – that now outnumbers mine – Baby Boomers.
It’s an important perspective, and as you’ll read, her energy and enthusiasm for radio is contagious. – FJ
1. Millennials want more action
A common misconception is that Millennials are lazy. This is untrue; we actually just want more responsibility and the ability to prove we can handle it! Millennials reinvented the word “multitask.” We can juggle multiple tasks at the same time and make it look effortless. Radio is always evolving the way it engages with the audience so this is a perfect complement! Challenge us with tasks on which we have a unique perspective and we all win!
2. Millennials want more diversity
Millennials see no color. This allows us to be more tolerant as well as advocate for the equality and social justice of all minorities. This will make your office more well-rounded and balanced. Think of all the different perspectives and fresh ideas that a diverse-minded Millennial can bring to your operation! When your work culture is inviting and all-inclusive, you have a team with less judgment and drama.
3. Millennials want more passion
It’s common knowledge that Millennials would rather make $40,000/year at a job we love than $100,000/year at a job we think is boring. There is nothing boring about radio and that’s because every day, every client and every radio station is unique! The best in the business didn’t go into radio for the money; they got into radio because they have a passion for it. They loved the music, they loved the relationships and they couldn’t imagine doing anything else. Millennials want the same: a job we enjoy is important to us and where we can make a difference. Radio is the perfect industry to cultivate that.
4. Millennials want more fun
The good news is that our industry is not only a F-U-N environment in which to work in but it also prides itself on creating a fun experience for listeners, online audiences and at events every day. When did radio become so serious? IT DIDN’T. Adding more Millennials to the mix gives radio the ability to keep the fun organically on air and in the office. A fun atmosphere allows your team to push boundaries and think differently, which is exactly what radio needs. It’s not work if you’re having fun, right?
5. Millennials want more imagination
Guess what, radio works with “AIR” for a living and theater of the mind is what we as an industry pride ourselves on. That being said, there is no better fit for the creative mind of a Millennial than radio. Radio allows Millennials to take an idea from a “that’s cool but what if we…” type concept to a meaningful, multi-platform reality. Radio can truly stand out as an industry that brings real innovation because it’s no longer enough to just push the limits; allowing Millennials’ creativity and imagination, radio has the unique ability to establish that there are no limits.
I know many of you have stories about Millennials making a difference at your station and in your company. And if you’re a Millennial working in radio, please share your perspective.
More Guest Lists
- Steve Goldstein: 6 Ways Podcasts Are Different Than Radio
- Josh Miely: The 5 Things Every Radio Professional Should Know About The NAB Podcasts
- Valerie Geller: 5 Things Radio Program Directors Should Start Doing (if you’re not already…)
- BTWs With Richard Sands
- Greg St. James: 5 Lessons Radio Can Learn From C-SPAN
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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Georgia! Wonderful! Creative, passionate, positive communication. Fred’s correct, again, about the advantages of Boomer – Millennial sharing & synergy. Here’s to Radio’s Renaissance, Future and Everywhere Connection! Clark, Boston. http://www.broadcastideas.com
Thanks, Clark.
Clark! Thank you so much for your kind feedback!
This is a great article that’s very informative. There are a lot great points. However, the thing Millennials want more than anything else is better programming. The rotations for most radio stations are too tight and play the same songs over and over again. In a recent survey I read it stated Millennials they want diversity in their music and fewer commercials. The most important thing for Millennials is to beak up the repetition of the music and program the radio station better.
CEO/Program Director Lorenzo Thomas http://www.LivefromtheMia.com
Lorenzo, thanks for the comment and for reading our blog.
Hi Lorenzo! That’s a great point and I completely agree with you. Something that is definitely not going unnoticed. A millennial strategy should apply to all aspects of radio, including on air.
Loved the article! Great perspective. My beginnings were in radio. Speaker purely on behalf of myself, as a young boomer, this description doesn’t really differ from what I was interested in back then. Radio by its very nature is a “young culture.” Even though I’ve aged out of it, I still miss all of that and more.
Annette, I think that many who read Georgia’s post reached a similar conclusion. When you think about Millennials and Boomers, their reason for getting in the business aren’t really all that different. Thanks for the comment.
Annette, I completely agree with you and Fred. Aside for a few unique aspects due to technology developments, every generation has similar feelings and has preached a similar message. It’s our responsibility to continue encouraging forward thinking from each new generation so we continue growing the talent we attract and improving the experience our industry provides. Thank you so much for your comment!!
I agree with all of Georgia’s points. As a millennial myself, I see so many in my generation making an impact disproving the myth that millennials are lazy. One thing to add is that millennials also sniff out fake very quickly. We don’t respond to traditional advertising like previous generations because the internet taught us how to ignore ads. This is where engaging content and events (GMs and Sale Managers – read as “Non-traditional revenue”) can make a bigger impact on reaching my generation. Unfortunately, due to consolidation and streamlined programming, radio didn’t catch millennials at a young age but it still has the ability catch them now as they enter adulthood and need more curated content with busier lives.
Jeff, great observations. The more programmers remind themselves that young people have “BS Detectors,” the better the content they’ll create. Thanks for reading our blog and commenting.