As both a researcher and a consultant, there is nothing more gratifying than doing a large-scale strategic project for a major client – and watch them implement the results with skill, precision, and passion.
I’d like to share a new campaign created by the Michigan Association of Broadcasters, one of many state associations Jacobs Media works for. While we love them all, and enjoy speaking at their conventions, we naturally have a strong affinity to the MAB because they represent our state. For decades, our Lansing-based broadcaster friends have been one of the leading state associations, and we have been honored to play a key role in their growth and activities.
Led by the venerable Karole White for nearly three decades, the baton was passed to Sam Klemet, MAB’s new President and CEO in 2022. One of Sam’s first actions was to commission a survey of his members, TV and radio stations throughout the upper and lower peninsulas of the state. Sam cut his teeth with the Indiana Association of Broadcasters under the tutelage of Dave Arland, but in actuality, he’s a Detroit area native and a proud Michigan State University grad. He knows the turf and what drives Michiganders.
But in the post-COVID world in which we now reside, he had important questions to answer about the services his membership needed from the MAB. And so we conducted qualitative interviews among groups of broadcasters across the state over Zoom. From that effort, we then built a questionnaire and served it to the Michigan broadcaster family.
Last year, we made several presentations to various groups of stakeholders to transparently share the findings – the good, the bad, and yes, the ugly. I don’t have to tell readers of this blog how the past few years have presented unique and even existential challenges to broadcasters all over the U.S. A closeup perspective from the people who run Michigan’s broadcast media operations proved invaluable to Sam and his staff.
One of the key problems consistently mentioned by a majority of respondents revolved around the recruitment and retention of employees, even in the state’s larger markets. And connected to that is the challenge posed by young people in Michigan, many of whom have a weak association with the broadcast medium. As we heard repeatedly across the state, many young people simply have little interest in making broadcasting a career, which of course poses sustainability problems to operators, whether they’re owned by the biggest media companies in America or they’re mom and pop’s. After all, many don’t listen or watch a whole lot of broadcast radio or TV. So why pursue it as their livelihood?
How do you change calcified perceptions that have been allowed to form and solidify? For decades now, most broadcasters have done precious little to curry favor among young consumers. And as the research pointed out, the price is being paid.
You can only control what you control. And so you market and advertise. And a new campaign for the MAB and its broadcast members was one of the first recommendations we made.
Sam and his team took the ball and ran with it, creating the video and related assets you see below.
Paul caught up with him get the inside scoop on how the “Be There” campaign came together.
Paul Jacobs: Sam, describe what the campaign is all about.
Sam Klemet: The ultimate goal of the “Be There” campaign is to recruit new talent to the broadcast media industry. I think it’s a powerful message, but it is also a reminder to everyone about the impactful work of local TV and radio stations.
The campaign is deliberate in highlighting the work not just on-air, but behind the scenes including engineering, sales, traffic, etc. These jobs are critical during emergency alerts or helping businesses raise public awareness.
Broadcasting is a key piece in educated, connected, and safe communities, and the “Be There” message is about inviting everyone to bring their talent to this critical industry.
PJ: What was the genesis of this initiative?
SK: The MAB underwent a significant transition two years ago. I took over for my predecessor Karole White who ran the Association incredibly well for 36 years.
But, as a new President and CEO, our board – correctly – thought it would be beneficial to undergo a strategic plan to outline where the MAB should focus its efforts.
Out of that process came three primary goals – increased advocacy, and not just conversations with lawmakers, but raising awareness about the value of local broadcasting with the public, help with retention, and the main one was to improve recruitment of new talent to the industry.
PJ: So, how did the campaign come together?
SK: We shared this strategic plan with our full membership a year ago and went to work right away. We’ve put together a number of initiatives that have helped move the needle, but needed a signature piece that members can have access to at all times as they look to bring in bright talent.
The “Be There” videos, spots, and website – BeThereMichigan.com – are tangible tools stations can use at career fairs, when doing station tours, or when meeting with a prospective new hire. We think the campaign helps give a better understanding of what is expected in individual roles.
But more importantly, it’s a clear message to people entering our industry that not only will you have the support of your station, but the MAB is here to help with continuing education, awards recognizing your work, and as a tool to help grow your professional network.
PJ: Who did you work with to bring the campaign to fruition?
SK: We worked with a local agency – King Media – to come up with the concept. Over the course of ten months, we tweaked and honed the message, visuals, and website. We wanted something that looks modern, relatable, and will still feel that way in 3-5 years.
Our executive committee of our Board of Directors – Mike Murri (WXYZ/WMYD-TV, Detroit), Debbie Petersmark (WILX-TV, Lansing), Scott Shigley (Liggett Communications, Port Huron), Wendy Hart (WGHN-FM/Spartan Media Network, Grand Haven/East Lansing), and Mac Edwards (Beasley Media) – were incredibly involved in the process.
The collaboration on this project between stations in Michigan – many of which are competitors – shows that our members genuinely care about the greater good of our industry and want to see it grow and thrive. We even had some of our scholarship recipients provide voiceovers for some of the assets.
PJ: What are the key components of the “Be There” campaign?
SK: The signature piece is a long-form video. The MAB is going to get this in front of high school and college students across the state.
The Association has built a lot of momentum with schools over the past year with the launch of our Great Lakes Broadcast and Sports Media Academy, and we hope to develop even deeper relationships with this campaign. You can watch the long-form video here:
We also have 10 total on-air spots (:60, :30, and :15 for TV and :30, :15, and :10 for radio in English, Spanish, and Arabic). All the spots can be customized with individual station logos.
We also have dedicated social media spots, a 12-folder brochure, and a series of 12×18 posters that will be hung at stations and at schools all over Michigan.
You can see SOME of the spots – on-air and social – here:
All the assets direct people to the microsite for the campaign. It contains the long-form video and a dedicated page for 15 specific jobs within our industry. Each provides a detailed description about the work, what’s needed to land the job, what to expect when you’re in the role, and a few other pieces of information.
We don’t just think the campaign will resonate, we know it will. We gave some of our scholarship recipients a sneak peek and garnered their feedback. Here is what they said:
PJ: How will the campaign be implemented across the state?
SK: Our members will air the spots as they have available inventory and post them on the social media pages. But, the MAB also is committed to a roadshow to get the materials directly in front of students. Over the past year, we’ve visited or Zoomed with nearly 60 different schools in the state. Now, the “Be There” campaign is a great reason to introduce ourselves to even more.
PJ: Can other states use this campaign?
SK: We definitely hope to bring the campaign to other states. We have great relationships with our other State Broadcaster Associations and the goal is to heighten awareness about the benefits of a career in broadcasting.
Broadcasters in every state are dealing with the issue of recruitment and we want to help in that effort with individual states. Michigan broadcasters pull talent from other states and vice versa, so having the messages air nationwide certainly will help Michigan broadcasters, but more importantly, inject new life and energy into our industry as a whole.
PJ: Sam, this is impressive. Any final thoughts?
SK: It’s no secret we need to recruit more talent to our industry and that problem requires bold actions. I don’t think the “Be There” campaign is THE solution, but I think it’s a bold step in addressing the issue.
Broadcasting is fun, but it also has a massive impact on the way people live, work, vote, and explore. If this campaign inspires one person to get into the industry and that person goes on to deliver a weather report telling people to seek shelter saving lives, or an engineer that keeps a station on air during a mass evacuation, or a reporter who shares a heartwarming story that results in a child who feels alone gaining community support, it’s all worth it.
There is so much young talent out there, many of whom have never even considered a career in our industry. They are civically engaged, passionate about the world around them, and are wizards of technology. If you bring them into the mix at a station with deep community roots and provide them with support and resources to grow, I truly believe we can revolutionize the broadcast media industry for the better.
Thanks, Sam.
I am interested in your thoughts on “Be There” specifically, and this effort by the MAB in general. FWIW, I believe it’s impressive on all counts.
Aside from the production quality, this strikes me as one of the few efforts I’ve seen any broadcasting entity seriously make the case for a next generation of broadcasters. The fact that “Be There” was produced by a state association and not a national organization or a single company or a consortium of them is all the more impressive.
Will it work? Will more young people in Michigan give a career in radio or TV a shot? And once part of those operations, will they be in a position to target content and resources to younger consumers like themselves? We won’t know until we try.
And in that spirit, will other state broadcast associations join the MAB to create a more expansive footprint for “Be There?” I would hope so, because the campaign doesn’t address Michigan problems, but challenges felt by all players in broadcast radio and television.
The structure of “Be There” is smart. Using its financial resources, a state association foots the bill for its creation and production, and then leverages the vast reach of its member association across its geography to get the word out to the masses, on both coasts and in all 50 states.
But as you read in Sam comments, “Be There” isn’t just about running big schedules of ads, like PSAs that gobble up gross impressions, but lack the weight of broader commitment. The MAB is physically taking the campaign to schools and organizations all over the state, in both the lower and upper peninsulas. Like a political campaign, “Be There’s” media impact needs to be supported by conversation, questions and answers, and face time between broadcasters and people from all over the state. It needs to be presented by member stations to schools, community groups, advertisers and sponsors if it is to have any lasting effects.
The Michigan Association of Broadcasters has done the work here and made the investment. They’ve conducted research, provided marketing analysis, and created this effort. For a brand new CEO of a state association, it’s an ambitious effort to say the least.
Sam Klemet and his team, the MAB board, and its vast membership of stations across Michigan knew it had to start somewhere; that this problem would not simply go away or somehow right itself over time. In a state that is no stranger to building and manufacturing big things and taking on major challenges, it started here.
So who will be next to join them?
You can reach Sam here.
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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Bottom line, young people and new talent will not be drawn to broadcasting no matter how much they love it until station owners and management stop treating employees like disposable commodities. You hit the nail on the end a few days ago with the question you posed to them regarding paying them better than McDonald’s. A professional radio “lifer” I knew, at one point, was doing the usual multitasking management asked him to do: producing the morning show, acting as assistant music director, filling in on DJ slots, doing remotes, and generally being the PD’s gopher. He told me he was at the peak of his career and was barely able to keep food in the fridge, a roof over his head and his junk car on the road with what he was getting paid. This was at a top 5 station in a top 5 market! A bad book ushered him out the door and he has never gone back to radio as his primary career. In this post COVID world where people are more self aware of their working situation, young people, especially are not going to follow their dreams as much as their predecessors.
You’re right, Kurt. And even a strong marketing campaign cannot overcome those types of business practices. You can’t just bring young people in the door You have to be responsible, fair-minded, empathetic, and understanding of a generation much younger than the average broadcast manager or owner. Appreciate the comment.
Kurt’s right. The bottom line is the bottom line. The pay sucks, and so do the hours, especially when you need to add additional gigs to support your broadcasting habit. Too many broadcasting companies are making little or no investment in improving or promoting their talent and presentation. It’s hard for people to see a future in an industry that automates and mistreats its people at every turn, especially with the specter of AI looming.
Love this! It focuses on the “why” and not the medium. Young people crave creativity and communication, much in the same way that inspired us 30 years ago, but within platforms and mediums that make sense to them, not us. Nice work Fred.
Thank you, Sean.
The Be There campaign is well done and will attract attention of potential new talent. But Kurt Smith made valid points about the poor compensation. For too long many operators have offered jobs with pay below the poverty level. Meanwhile new hires out of college are being hired in other industries at more than double what our industry has been paying people with years of experience! Some people in radio work for decades with no wage increase. The board members who manage or own these stations need to address that and be transparent with potential hires when taking the campaign on the road. I don’t see them being able to close the economic gap in their payroll because, in their defense, they are caught in a catch 22 situation with ad sales falling short with all the new forms and sources of competition for Ad dollars. Those who might be attracted by this campaign need to know they will need a side job or have a two income household to Support a family.
From 1972 to 2000 I faced radio management business practices that didn’t support or encourage talent. I stay because I loved radio…but I payed some price! Nothing has changed. Why would anyone today want to be part of a profession that will be mostly A.I. in 3 to 5 years and still be treated as a disposable fast food wrapper?
Sadly, I expect 0% of the dozens of student DJ’s at the Boston College radio station to pursue a career in broadcasting. They all have far more lucrative career options.
I’d have “been there” in a heartbeat if my state’s association had broadcast such a message 50-60 years ago, rather than spending my professional life elsewhere and getting my radio fix only avocationally over the decades. Yes, short pay is a definite impediment, but the people the industry needs most are those who see its genuine magic as part of the compensation.
And, who knows? As you suggest, get the youngsters on board and chances are they’ll bring along ideas we haven’t thought of that will catalyse the Renaissance this industry won’t survive without.
I love your optimism, John. And I think the pathway you describe is radio’s best hope. There still is magic with being on the radio, serving communities, delivering entertainment and information to mass audiences. Yes, the compensation ain’t great. I bet many might concur it never way. Thanks for this insightful comment.
Paying for talent is something the business no longer understands (or accepts). Sadly, radio is far from their mind and we can only blame ourselves. The Corporate dictatorship killed it all.
You have a lot in common with other commenters. I’m not surprised to read this, J.P.
I find it kinda sad that payment is the #1 issue in this thread. I started in radio at minimum wage, and uncovered ways to make additional income at the start. I never imagined a Howard Stern kind of income, but did the work and learned the ropes necessary to be successful. Additional money helps but if you love the medium you can find ways to continue. Trouble is there are many ways younger people can earn a lot more by doing a lot less these days. Why work in a medium that needs more creativity when they can see ways to make a fortune by smashing eggs on others foreheads ?
I left the radio biz in 2012. Best decision ever.
At that stage I was a morning show co-host & producer in a major market. I was 33 years old, earning $40,000 a year. I was making just ten grand more than the day I started, seven years earlier. I had to fight for every dollar, despite great ratings and sold-out spot sets all morning long.
My friends would say how “jealous” they were because my job was “so much fun.” Deep down I felt humiliated because I worked just as hard, but they were all making two or even three times what I made. They had no idea how broke I was, but my 14 year-old car was a clue.
Yes, being a morning radio host is fun, but it’s no fun at all to dedicate your working life to something, to get really good at it, to be admired in your community, but have almost nothing to show for it.
I found a different industry. I quickly started earning three times what I made in radio, and I truly enjoy what I do. My life is comfortable. I’m grateful I was wise enough to leave radio and not sit there believing that somehow I’d magically be rewarded with a livable salary. It was never going to happen. Being young and broke sucks, but being old and broke is scary.