I was 30 years old when I was fired from my position as the Program Director of WBRU in Providence. Before taking the job, I was incredibly passionate about the medium. Somehow, my brain was able to lock in on the concepts involved in radio programming in a way that it was never able to master mathematics or engineering or a foreign language. Radio was in my blood.
But over the course of my tenure as a Program Director, I watched the industry change. Howard Stern left terrestrial radio for satellite radio, leaving in his wake a trail of legendary stations that would never recover from the loss. Elliot Spitzer, the Attorney General of New York, was pursuing record labels and radio stations for payola to burnish his reputation as a crusading reformer. As a result of Janet Jackson and Justin Timberlake’s “Nipplegate” fiasco at the Superbowl, the country had grown sensitive to indecency, and the FCC and corporate managers were cracking down on radio talent that pushed the envelope too far. And, of course, there was continued corporate consolidation: I watched as radio companies now asked their employees to take on two or three different jobs for the same amount of pay.
All of that, combined with personal factors, left me burned out. As I surveyed the landscape, I thought that my only move up was to oversee six stations and play Nickelback on all of them. After programming a stand-alone mom-and-pop station that gave me a lot of creative freedom, this didn’t interest me. I convinced myself that I would need to switch careers at some point, so I might as well do it now. After all, the radio industry wouldn’t survive much longer.
That was in 2006.
With the restructuring of our industry’s largest company this week, many of you or your colleagues are probably thinking similar thoughts. Some of the fallen will be able to find other jobs in the radio industry, but common sense tells us that there’s no way all of them can be absorbed by other broadcasting companies. The elder may retire; the rest will be forced to transition into other careers.
I’m reminded the character of Tim Riggins from the television show Friday Night Lights. Tim was the star running back of his high school football team, making him a celebrity in his small Texas town. But when he graduated, his fame faded, and his skills on the field didn’t translate into other arenas. Where success once came easy to him, he struggled and lost direction.
My transition away from radio felt a lot like that. No longer getting wined and dined by record labels or partying with rock stars, I bounced from cubicle job to cubicle job, never finding one that matched my talents the way that radio did. A friend described my struggle as “a search for the You-Shaped Hole in the Universe.” But the problem was not that I couldn’t locate the hole; the problem was that I believed my hole had closed.
I wandered for nearly a decade before ultimately finding my way back to radio by landing my job here at Jacobs Media. I never planned on returning to radio, but when I did, I found that it invigorated me in a way that I once thought was no longer possible. I learned a lot during my time away from the industry — most notably, the digital skills that I now teach to broadcasters — but gaining that knowledge was a hard and humbling road. I wouldn’t wish the things that I went through upon anybody else. Nonetheless, some of you are about to go through them.
For those of you who are now transitioning into a new phase of your life and career, you may be in for a rough ride. Having been there, here’s the best advice I can offer:
1. You know more than you think you know.
When I left radio for other industries, I assumed that I would have to start at the bottom and work my way back up. In retrospect, not only was this not true, but it was counterproductive. Sure, my abilities to do a tight backsell and schedule a day of music on Selector are useless in other industries, but that wasn’t all I knew. In fact, many of the principles involved in radio programming are the same principles used in other industries. For example, if you understand how record label reps try to get their music played on radio stations, then you understand how pharmaceutical reps get their drugs prescribed by doctors, or how liquor distributors get their products stocked behind the bar. You may have experience with public speaking, writing, budgeting, managing staffs, and more. When you step back and look at the broad skills and principles involved in radio, you will find parallels all over the place.
Don’t tell yourself, “The only thing I know how to do is radio.” That’s not true.
2. You will have to overcome your resumé.
Even if you recognize that you have skills that are applicable to other industries, convincing other people will be a challenge. If the only thing you’ve got on your resumé is a list of call letters, potential employers are going to view it with skepticism. On paper, you’re not going to look like a good match for many jobs. This will discourage you, but hang in there. Use job-recruiting websites, but don’t rely on them. A job that you get through a personal relationship will probably pan out much better than something through a website, so invest your energy there.
Beyond that, take control of your digital presence. Shape it for the direction you want your career to take. Blog or podcast or create videos that showcase your skills and expertise. A year before I came to Jacobs Media, I started blogging about digital strategies for radio stations on both my personal website and for All Access. I met Fred Jacobs when I interviewed him for a podcast at the Worldwide Radio Summit. The door here never would have opened for me if I had simply submitted a resumé through a website. I had to create the opportunity, not just wait for it to come along.
Be proactive.
3. Tend to your relationships.
Wandering through the desert looking for your True North can be an isolating experience. Some of us, including me, have a tendency to keep our struggles to ourselves. I disconnected from people. I lost touch with former colleagues, and it took a toll on my personal relationships as well. In retrospect, keeping everything inside was a mistake.
Don’t fall into the trap of thinking you’re all alone. If nothing else, just look at the size of this latest downsizing: there are dozens if not hundreds of other broadcasters going through the same thing that you are. Talk to them, and let your friends in as well.
4. Don’t make big decisions quickly.
In poker, there’s an expression: “Playing on tilt.” It’s when a player suffers a bad beat, then using poor judgment, tries to make up for it with an over-aggressive play on the next hand. Right now, you’re on tilt. Truth is, you may be for quite a while. Recognize that this may affect your judgment, and take extra caution when making big decisions. Don’t rush to judgment, don’t make decisions without discussing them with other people that you trust, and don’t convince yourself that you don’t have any other options.
Or, to put it in terms of another sport, “Don’t try to get back into the game with one swing.”
A lot of you are about to go search for your You-Shaped Holes in the Universe. It’s not going to be quick, and it’s not going to be easy, but you’ll get there. There is life after radio. Good luck.
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Seth….a great post. These are all things that I have faced/thought/navigated in my 30+ years of radio. Well said.
Thanks, Pam.
Good article. People who are still “on the radio” and not using every last ounce of energy they have to cultivate their next career are out of their minds. While you are still somewhat of a celebrity, and well connected, you should be sowing those seeds for your next opportunity. My only regret from radio was not using it to better my future opportunities while I was still in it.
Agreed. I know that voicetracking gets a lot of flack, but I’ve always viewed it as something that frees up on-air talent to spend their time developing other skills. Hopefully, those who still have jobs will heed your advice.
This a great read, one I could relate to a lot. Especially the Nickelback line. The Nickelback tsunami is still, ten years later, one of the glib reasons I give when I talk about moving on from my radio career.
Thanks, Dani. My stand-up comedian friends all say that joke is “hack,” so I’m glad somebody appreciates it.
Seth,
Of all the very fine articles you’ve written, this may be the most important one of all. Your words of encouragement for the multitude of those who have lost their jobs recently (or not so recently in my case) are uplifting, encouraging and inspiring.
I was lucky and over 44 years now got to work at blowtorches in NY, LA and various satellite networks coast to coast. Beyond the lack of longevity caused by endless cutbacks, at a certain age there is also the reality of running out of goals. Assuming you are employed long enough, eventually you run out of objectives to accomplish.
That, coupled with the fact the radio is a slowly dying industry (it’s not dead, but there’s no denying it’s dying just as surely as print did prior to the advent of the Internet), leaves one wondering what the next step is. Inevitably, it becomes clear with the passage of time the answer lies outside of the biz we so loved.
I am one of those who said, ‘enough is enough’ after having been laid off from 6 consecutive jobs in radio in a period of 12 years. No more for me (other than a weekend gig I do at KOLA in San Bernardino purely for the fun of it). Sadly, radio has become nothing more than a hobby for me now.
In retrospect, I consider myself blessed to have gotten into the industry 20 years before consolidation took effect. In all too many cases, it’s difficult to isolate where everything went so wrong. But not in radio. Since the passage of the Telecommunications Act of 1996, the ball has been rolling downhill ever since.
The last few years has witnessed that snowball getting bigger and bigger and moving faster and faster. I am not a negativist by nature; I am however a realist. That trend will only continue from this point forward. Being as objective about it as I can, my only advice to those still in the industry is get out of your own volition before someone else does it for you. Remember, there are only two types of people in this industry – those who have been laid off – and those that will be!
Thanks, Lee. When I left in 2006, I honestly never expected to return to radio. I did a little part-time work here and there, but I figured my run was over. It was only through a series of unexpected events — both fortunate and unfortunate — that I came back. And when I did come back, it was in a role that was completely different than before.
I am actually very bullish on audio entertainment overall. I think we’re in a golden age of audio. But audio and radio are not synonymous. Broadcasters will need to figure out how to use their skills to take advantage of the larger audio renaissance. That’s easier said than done, and will take a lot of trial and error. People who have lost their jobs may decide they don’t have the luxury of room for experimentation right now. Those of us who do have steady employment should experiment and learn new skills while we can.
Seth- Great job- compassionate and intelligent- you’ve probably helped a ton of folks.
Thank you.
Last year I stepped away from a 25 year radio career for health reasons and as I get my feet back beneath me I enjoyed reading this column.
These days (having recovered a bit) I’m grasping at straws trying to restart an income generating endeavor while I follow right along with your four tips.
The challenge isn’t in replacing the livelihood – it’s in finding a vocation that is as meaningful and fulfilling as radio once was. In other words, getting a job isn’t a problem, but getting one that doesn’t feel like a chore is near impossible.
Thanks JB. Glad to hear that you’re recovering.
Yes, finding a career that is meaningful and fulfilling is a challenge for everyone, not just radio folks, but in many ways it’s worse when you have to go find a different career that’s as meaningful as the old one once was. I suppose “it’s better to have loved and lost than blah blah blah,” but sometimes it sure doesn’t feel that way.
As a non-commercial broadcaster who dipped my toe in the commercial waters for about 5 years, I feel everyone’s pain. But while so many bemoan the slow decline of radio, don’t forget the far left side of the dial where the relationship with listeners still matters – and REALLY matters. I feel so fortunate to have spent about 35 years as a broadcaster and most of that on the non-comm side. I’ve also hired a number of commercial folks with amazing results. Go talk to your local public station, they may just surprise you. That said, I have stepped sideways several times during my career and the right opportunities have always presented themselves just when I thought I was done.
Thanks, Abby. Yes, commercial radio broadcasters tend to forget that there are whole other sides to the industry: public radio, community radio, religious radio, armed services radio, foreign language radio. I’ve even heard that there are radio stations in other countries! It’s a good idea to look in unconventional places — you never know what opportunities you’ll find.
I left radio FT after 1996 and PT five years ago. I’ve found my way into another career and now own a national business. Along the way, I’ve counseled a number of pals facing the same issue. My thoughts:
1. You have far more skills than you think you have.
2. Your ability to communicate is UNMATCHED in the business world.
3. Your ability to multitask is UNMATCHED in the business world.
4. Your ability to creatively produce more with less resources is VITAL to the business world.
5. Your personality, assertiveness, and determination to succeed almost UNMATCHED in the business world. The only group with as much drive are former professional athletes.
Find something that interests you, and SHINE.
Amen!
Nice piece, good advice. As a station director of a European radiostation I got fired myself a month ago and I’m on a journey finding my north star now.
I’ve been there, and I may be there again before all is said and done. At one point, a friend turned me on to the book ‘Quitter’ by Jon Acuff. I wish I had read it earlier in my journey — I found it to be really helpful. Good luck, and keep your head up!
Good stuff Seth.
A radio career can lead to a number of sidejobs that are not only fun, but profitable after awhile and can offer greater exposure than in just your city. In my own case: writer for a couple of broadcast trades, software and hardware reviewer for another, TV commercial character actor, teacher/instructor, and I was a day player in the movie “Harriet”, shot outside of Richmond VA. And I am *well* over 50 years of age!
Look for those things that you are not only qualified to do, but things that just grab your interest and tickle your pickle. Sure beats being a wedding DJ or a one-man ad agency.
You’re right, Alan, there’s no shortage of possibilities, but they can be hard to see when you’ve been shellshocked by losing your job. It’s a good reminder to be open to all sorts of possibilities.
Hi Seth, I was a listener to WBRU online from Australia. I remember the station being so unique in its Alternative playlists & was run professionally for profit.
I think it’s the one like many that transition to online only. Was only a few years back.
Great article Seth, for many who will find their own way back. You’ve proven to everyone about persistence.
Congratulations on your appointment.
Thank you. I’m proud of the work we did at that station, so it’s always nice to hear that somebody was a fan.
Seth, good article. We had parallel careers in many ways. I programmed standalone ALT station KWOD/Sacramento 91-96 then WLUM/Milwaukee 97-98. I was on-air at KNGY/SF 04-06 then PD at KRCK/Palm Springs the last half of 06.
I decided to move on from radio in 2007. I always had a mobile sound company to fall back on and decided to add writing to my career, which I had done for Album Network’s VirtuallyAlternative Magazine 97-01 (until Clear Channel bought it & discontinued it). I also built my site Playlist Research from scratch about radio & music history (while working as a late night hotel manager, which I did thru 2011).
These days I still write about radio for my site, but most of my writing is other websites – for clients in several industries such as Tech, IT, Electronics, Digital Mktg, Music, Manufacturing & Packaging, Healthcare, Lighting, Legal, Real Estate, Financial/Stocks and Solar Energy. I like what I do now because it’s like getting paid to learn. It’s a lot like technical writing, making complex info easy to read for newbies.
In my radio days I was all about finding new music, as I’m a musician myself who cares about its growth. But in the Big Biz era of radio/music I see my interests more in helping indie artists with my site. I don’t listen to the radio much anymore, but I still care about music – mostly indie music.
I hope your piece inspires those let go from radio to explore other avenues that might open new doors. And if radio pros really want to keep talking on a mic, they might try podcasting. I kicked off a podcast called “Social Music Talk” a year ago for my site. I interview radio & music pros and I enjoy it a lot.
Thanks for sharing your story, Alex. Hopefully it will show people that there are ways to stay involved, even if it’s not the traditional ways that we are all used to.
This was the voice in my head in recent years…well written! I was able to transition broadcasting skills into teaching. My ego went from (had to) “those who can’t do, teach” to “pay it forward.” That feeling of being of service to those just starting their career journey. Priceless.
As a former educator myself, I can attest to the fact there’s no higher calling than communicating your skills and enthusiasm to young people looking for inspiration. Ken, thanks for chiming in on these increasingly poignant topic.
Great article. Great advice. All from a great person. We all benefit from your story.
I finally stopped trying radio last year. Haven’t applied to a single station since. I graduated in 2006 from a school for radio, and got 6 months in a radio station before well everything went to hell in a handbasket. My health went under, spent 3 years in surgery, moms health suffered I had to take care of her at the same time. 2014 I had 10 standing offers in radio but could not take em due to surgery i was undergoing. Came back in 2016 and no jobs. Tried my netowrk and applied for a couple jobs but never got in. Finally I started work at a car dealership, and went back to school for voice over and acting. Although I’m remaining flexible, and might even try the medical field as a backup. The industry only offered me part time and a 2 hour commute, and I couldn’t afford it. I need full time work. So last year after a couple seriously disappointing interviews (thank you 104.3 The Jamz in Chicago for calling me in only to treat me like shit in the interview. Really appreciate that when you treat the youth like dirt and expect your business to flourish mentality) and another station who wanted me during the pandemic and then did not want me when I got to the interview in Milwaukee. Could have just used a phone call when I begged them to hire me. So now that my one person who cheered me on has passed away and I spent the last year trying to help her with heart disease as a home health nurse to my mom, I just finally am ready to say radio no longer wants nor needs people. I downloaded all the music I want to hear, and use my phone to wake me up now instead of the local radio.
Bottom line, I have become too discouraged and have completely run out of time and money to try and persue the industry I loved for so long that could not care less I was alive.
I am gonna try for jobs that actually WANT to hire me. Its gonna be a refreshing twist.
Dan, yours is a sad story, and I offer no simple solutions to your dilemma. I believe you speak for a growoing number of people. Best of luck in your endeavors, and I hope you find success and happiness moving forward.
thanks, i’m just frustrated, and scared. People have no idea what skills I bring to the table at other industries, I’ve asked and had been given those looks like (why on earth would you apply here). In fact in order to get a job at the local car dealership, I completely lied on the resume except for my name. But I got hired. Which really was interesting to me because I always thought honesty was the best policy. Anyway, I’m gonna be using this blogpost as help to redo my resume, Don’t get me wrong, I would REALLY consider a job in radio or TV. Even now. But I just don’t see it ever happening. I applied to WKQX for a morning show guy #3 last week, and never heard back. I have asked my mom’s colleagues for a recommendation in the library business, and I just emailed to talk to a recruiter for a government position in Washington D.C., and I have an actress friend who has been giving me pointers for a long time should I decide to move to Hollywood. I have stopped asking my cousins and other family members because they keep telling me to flip burgers or join the food industry and see where that leads and frankly I cannot stand the industry so much I don’t even buy from it, so they are no help. I’ve talked to radio collegues over the years and while they offered advice, none of it lead to a position. Chicago of course won’t hire me based on my lack of experience, part of me can’t blame them, part of me says why not hire the new people and teach them. I remember sitting outside the offices of 95 WIIL for days, waiting for someone to talk to me, I called them, and kinda begged to speak to someone and they basically said we cannot help you please leave. I talked to a construction foreman about that once and he said if he had someone sitting outside his office or on site just watching he would bring them on even to teach them, sadly, radio doesn’t do that. The Rap station in the city here did mention that I should try smaller markets but even the smaller markets were not interested. I tried Waco once and the PD there even asked me “you are in Chicago, why on earth would you want to come to Waco?”. Prairie Du Chien rock station wouldn’t call me back, Milwaukee said no, Madison said no, Quad Cities said try a job as a writer. I have a communications degree and minor in business, from Columbia College Chicago 3.8 GPA (and no they weren’t much help I’ve been to a few seminars they held during the pandemic, and all they offered was an idea to goto Second City to learn voice over which I did, but it’s even harder than radio to break into). When I graduated in 2006 I called them asking for guidance, and the lady on the other end said find a new career we cannot help you. So I am feeling like my degree is quite useless. So far I’ve worked in a factory, the Census, a car dealership, retail, 1 radio station and 1 volunteer radio station, a few acting gigs, and at my age of almost 39, I’m thinking I’m pretty screwed. If you or anyone else reading this blog has any advice or just wants to talk I am ready available. in 6 months, I am gonna need a new house to live in anyway so moving is right around the corner, and I could really use some help finding a new career, or getting back into this one, or whatever.
I submitted my materials for your database of broadcast professionals. Figure whst the heck.