Last week was another series of radio news items filled with DJ stories – most of it in the department of not-so-good-news.
The week started with the thrilling resolution to the Bobby Bones should-I-stay-or-should-I-go drama. (He stayed.)
And it ended with the abrupt announcement that long-time radio legend and PLJ mainstay, Scott Shannon, was ending his career – on Friday. No goodbye tour, no victory lap. (He’s gone.)
Now for all we know, Scott could end up on another NYC radio station later this week, this month, or in the near future. But at PLJ, it ended awfully suddenly.
This keeps happening in radio, seemingly every week. And of course there are backstories to all these situations that none of us know. As someone who’s on the inside of some of them, I can tell you that the public and even the radio trades only see the tip of the iceberg.
Some of these departures are simply due to hosts aging out and retiring. Others are impossible financial negotiations that just can’t be resolved. And some are simply designed to plug in a network syndicated show to save money.
But the net result of all this is the inevitable and predictable – radio’s best personalities from the ‘70s, ‘80s, and ‘90s (sounds like a bad positioning statement) are leaving and many are not coming back.
Worse, there’s no one to replace them. And no one seems to care.
We can laugh at the music, newspaper, and book publishing industries all we like, nod sadly at their disruptive cancers, and keep whistling past the cemetery. But the inexorable truth is that the same thing is happening to radio.
I consulted a station once where we had personalities in just about every daypart, including the weekend. The place was a zoo, there were some very expensive contracts in place, and not a lot of discipline. In short, it was a fun station that got ratings, but was a management nightmare pretty much every day.
The GM was fond of saying, “No one’s bigger than the radio station.” But the fact was, some of these jocks really were. When they left, the place was not the same.
This isn’t to say that the Scott Shannons of the world aren’t replaceable. Howard Stern’s departure from terrestrial left many stations high and dry – and eventually out of format. But not all of them suffered from Stern’s exodus to Sirius. KISW had B.J. Shea in the building on a struggling FM talk station. They plugged him into Stern’s slot and never looked back.
But that’s a rarity because there simply aren’t too many of these stars conveniently on the sidelines, ready to replace the truly legendary personalities that keep consumers listening to radio.
Personality matters. At DASH, we watched the automotive industry ooh and ah at Mike Valenti & Terry Foster, Dave & Chuck the Freak (and Lisa), and Jay Towers – three of Detroit radio’s best shows.
It is local radio personalities – past, present, and hopefully, future – that will keep stations from Chattanooga to Chicago vibrant, buzz-worthy, and differentiated.
The industry has a talent problem, but it is solvable. Like a lot of problems, however, it is only addressed by first admitting its existence. The industry has many task forces and organizations that address everything from the ratings to legislative initiatives – all of which are important.
But there is nothing more vital to radio’s survival than ensuring that its content is worthy in offices (which means computers) and cars (rapidly becoming “connected”) – where the options have become exponential.
Voicetracked jukeboxes, “more music mornings,” and long blocks of music that have no meaningful content are recipes for disaster and obsolescence – not in 10 years, but in some cases 10 months.
The industry needs its version of “Radio Idol” – a nationwide campaign that accomplishes two goals – finds talented people under the radar who truly want to pursue a career behind the mic.
And an important second goal is for broadcasters to communicate to consumers and advertisers that radio truly believes in local personalities, DJs, and shows as content difference-makers.
As proud as I am about seeing initiatives that we have championed like the “connected car” and mobile apps become mainstays at radio conferences, I continue to wonder why broadcasters think they can simply kick this DJ can down the road. Between The Radio Show and conventions like Convergence, Conclave (especially Conclave), and the Worldwide Radio Summit, there are ample forums for discussion and action – if and only if the powers that be recognize the need to focus on radio’s DJ drain.
Computers in the work place, mobile apps, and “connected cars” haven’t just created more audio options. They have blown open “holes in the fence,” allowing competition of all stripes to get into the content game. Larry Rosin’s vivid videos of happy consumers enjoying a wider range of in-car options created a hush at DASH that should have had the entire radio industry thinking about where its next generation of personalities and differentiated, innovative content will come from. In a sea of virtually infinite choice, why will consumers continue to seek out local radio? That’s the underlying question posed by the tidal wave known as the “connected car.”
The clock is ticking on radio’s local personality presence and it’s getting louder every week.
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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Fred,
Had this same discussion with Bob Shannon of the Conclave two weeks ago. I think there is an interest by young folks in getting in this business. We just haven;t shown them where the open doors are. For every Cumulus, there’s an L&L…for every Clear Channel, there’s a Townsquare. The stations are out there and I know they need the talent. We, at Max Media, are in the same boat.
Why don’t we get a group of PD’s/OM/s/GM’s together, via email/web/whatever, from these “live and local” companies and put a plan together to attract more talent to our industry? Why depend on a conference, a seminar, etc.? I’ll bet the interest is there. I gladly be a part of getting this off the ground at anytime. I can use Country Radio Seminar next week as a possible starting point to round up some folks. Let me know if you have any other thoughts about this. Thanks!
We would love to be part of an initiative, John, and our support of Conclave over the years with Summer School and other activities underscores that. I’ve spoken with Bob Shannon, too, and it’s clear to me that Conclave needs to realign its mission. A focus on recruiting, hiring, and training fledgling broadcasters makes sense to us, but it will require the support of concerned broadcasters willing to financially back it. Given how little training broadcasters are able to do at this point, an entity that operates as a center for providing radio education and other tools is a necessity if radio is to remain vital moving forward.
Totally!!! Let me see what who I can “round up” next week. No question this is the way to go. Thanks, Fred.
Not only are there “young kids” wanting to get into the business, but there are many, like myself, who has spent a lifetime in the business and plans to spend the rest of it here as well. I would love to have another opportunity on-air but it seems no matter what the experience level or talent, if you were unfortunate enough to be caught in one of corporate radio’s massacres that took you off the air for an extended time – people are hesitant to take a chance on real talent that’s just waiting for another opportunity to use their talents in the industry they still love! We’re out here!
Vicki, as you point out, it works both ways. It starts with the recognition that local talent is the difference-maker. The “givens” about what worked for radio broadcasting are changing rapidly. Thanks for sharing another side to the story.
One big problem with our young talent…how many of them have EVER done a LIVE shift! I miss the days when you had a killer live night guy (Kidd Kradick) that eventually became your morning show. Hard to put callers on the air when everything is voice tracked!
No question about it, Bill – the entire training mechanism that most veterans in radio grew up with has been disrupted by economics, voicetracking, etc. Thanks for the perspective.
The Wall Street investment firms that call the shots at the mega-groups got into the game with eliminating “costly talent” as part of the action plan. Saying they just don’t care is like saying The White Star line just didn’t care enough about lifeboats. Apathy doesn’t tell the story. It’s a deliberate rewriting of the game to make the boat lighter. Iceberg ahead!
There’s no question that heavy debt leads to cutbacks and economic pressure. Problem is, where to cut and at what point is the product compromised? That’s something that just about everyone in a managerial position in radio has had to consider and cope with – and it’s not easy. But saving money on key personalities is a move that just has to be questioned for the long-term good of the enterprise. Thanks for chiming in, Bob.
As someone who has been trying to get into radio for over the past two years, it’s been so frustrating just getting turned down. John i love your idea and I would love ot know how i can get more information on it. Voicetracking is rough. I currently voicetrack two major online radio stations, no pay. And as much as I’m against it because it takes away from the live feel, given how many edits I make because I’m so particular, I have to stick with em. I can’t go against it now. I just was speaking to someone on Twitter last night who was just booted out of radio back in July because of syndication. I love radio so much, but it’s so discouraging when you hear how many people are losing their opportunity to stay on the air and become that local broadcaster everyone loves/respects, and how every single job that I’ve applied to I’ve either gotten denied or haven’t heard a thing. It’s like, is it even possible? Is it worth applying? I’m doing four online radio shows just so I can have all the experience I can to put on my resumé to try to make a difference.
Send me your resume and aircheck samples, Daniel. Seriously. fred@g5j.8ac.myftpupload.com
I surely see radio “whistling by the graveyard”. Radio is a BUSINESS caught in a bad spot.
Disruption sucks but radio still has some key assets, Al. Thanks for the note.
I’m in a new town but when I look back on my time in Charleston, SC…We took people off the street that had something to say…Lived in that town and put them on the air.
Some of the decisions were economic…sometimes a local “kid” that wants to get on the air is better and still cheaper (If you count lost inventory and opportunity) than syndication.
I’m someplace new but one of those kids that came in off the street with just a little experience is now in my old job as the Ops Manager. The young lady I hired that had traveled the country honing her craft is the PD of a AAA station…Probably one of the youngest programmers in the format.
Open the door…let the people of your community in and remember that what made radio cool, once upon a time, was that it was the electronic media that was about your city, state and part of the country…Not 10 songs in a row.
Mike, a great comment that should inspire others to rethink the local talent paradigm. Thanks so much for taking the time to read our blog & give us your thoughts.
There certainly is a talent problem in the business today. But believe it or not, there ARE those of us underutilized talent that are waiting in the wings. We’re hungry and eager, and would jump at the chance to create the next iteration of the sound that drew us into this business to begin with.
But many of us never get a chance. In today’s world of corporate accountability, Program Directors don’t take risks anymore on up-and-coming talent. If it doesn’t work out, it ends up a strike against both parties’ careers. And the small-to-mid sized markets where new talent traditionally would have the opportunity to prove themselves have been stripped down to syndicated programming.
It’s a talent death-spiral. But all it would take to escape it is an occasional leap of faith.
Christian, thanks for taking the time. We have written a lot about the counter-intuitive situation where so many radio managers talk about the lack of on-air talent, and then there are people like you who don’t seem to get a chance. Part of the problem, of course, is fewer people who want to go into radio on the one hand, and fewer on-air positions on the other. But you eloquently express the frustration with the state of the industry at this time. Appreciate you reading our blog and adding to this conversation – and good luck.
This is so typical of radio commentary. so incestuous and self important that as an industry AGAIN you can not see what is out there. Just like you did with technology adaptation and new platform options growing and changing the game, you miss the fact you are part of a big media picture.
Anyway, your talent is out there…it is everywhere and growing…they are podcasters and they are exploring innovative, cutting edge, creative broadcasting everyday by the thousands.
But by all means, just keep putting your night guy on in the morning and saying “it worked in Wichita!”
“Radio Smart,” we use real names here and for future comments, we’re going to need yours. But I’m accepting this one. This post is indicative (if not replicative) of many that we’ve made in the past few years. There’s nothing incestuous or self important because the truth is that radio personalities drive loyalty and tune-in – period. As for those who got away (Leikis, Stern, Carolla, Hendrie- again), we’ve covered that exodus s well.
You are correct that cheaping out with lame shows that lack personality, local flavor, and relevance are happening all too often in markets big and small. And that’s a big part of why we continue to rail on this topic.
Next time, please identify yourself.