I’m not sure which radio manager was the one who first said to me, “This would be a great business except for all the people.” But at times, I can empathize.
The fact is, radio isn’t the scalable business that many investors and corporate mavens think it is. And dealing with talent is often one of the toughest challenges that managers and owners face.
I was reminded of this with the passing of Detroit-area native and world famous crime author Elmore Leonard. You probably know who he is, even if you haven’t read any of his books. Several of his short, dialogue filled novels were made into movies, like Get Shorty and Freaky Deaky. Around suburban Bloomfield Township, Michigan, it was not uncommon to see Leonard motoring around, enjoying the city, its restaurants, and its shops.
In a 1983 interview, The New York Times offers up a great quote that relates to the most interesting of characters in his books:
“The bad guys are the fun guys. The only people I have trouble with are the so-called normal types. Their language isn’t very colorful, and they don’t talk with any certain sound.”
Leonard could have just as easily been talking about DJs or morning teams. With few exceptions, the most talented, the most compelling, and the most magnetic are often the ones most difficult to manage, coach, or attract. They have a certain rebellious quality that makes them compelling but also often incompatible with the changing mood of corporate radio. But they’re also the ones that get you ratings, win over fans, create relationships, and build loyalty.
If you’re in the radio business and you’re hoping to have it easy when it comes to managing talent, you would have never hired stars like Howard Stern, Tom Leykis, Henry Del Toro, Carolyn Fox, or Rush Limbaugh. These types of personalities are tough, demanding, and often question just about everything. But of course, they’re also the ones who will keep you on top of the rankers, book after book. And they’re also the ones that advertisers and clients always want to meet.
Elmore Leonard had a knack for creating great characters and letting them speak for themselves. And many of the most memorable – like Chili Palmer – had DJ-like names. So it is with radio talent. The really great ones need to own their own voices, they’re flawed, and they’ll make mistakes in judgment. But they also are the straws that stir that radio drink. The ones that have gotten away to the world of podcasting may have achieved a measure of freedom, but often not huge success either. In that equation there have been few winners – the stations that lost them, the audiences that miss hearing them on the radio, and the personalities themselves now working on a much smaller stage.
So the next time you find yourself struggling in a difficult talent negotiation or even one of those frustrating internal conversations about content, policy, or procedures, think about Leonard’s “take” on what truly makes characters interesting.
The dangerous ones are usually the most entertaining.
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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I couldn’t agree more with your parallel between the “bad guys” and real radio talent. And not just because I happen to believe Elmore Leonard was one of the greatest crime writers of all time, and a huge influence on my own fiction writing. That said, the radio business has become a lot like the publishing business: too many mergers, too many “suits” counting beans, and not enough programmers (editors) looking for the new “bad guys” who will push the limits of the listening (or reading) public.
Reed, you’re right. And Wall St.’s reaction to the Mark Zuckerberg hoodie typifies that great talent is rarely buttoned up. Appreciate you taking the time.
“The fact is, radio isn’t the scalable business that many investors and corporate mavens think it is.”
This may be the biggest issue facing radio today.
Bob, maybe so. Back to the JP McCarthy post, you wouldn’t want it any other way. Thanks for the comment.
No I wouldn’t. But it seems that the folks calling the industry’s shots don’t quite see it that way.
If you have an easy to mange morning show your ratings are probably in the tank. Managers can make a huge impact by building an atmosphere that celebrates creativity and risk.
I read about Elmore’s passing and I thought…the Jacobs Brothers will do a blog on this somehow because he is from Detroit!
Any excuse to show off another Motown celeb! Thanks for the comment, Dave.