If you’ve caught Emmis’ Jeff Smulyan speaking at a conference or industry event in the past few years about NextRadio, you’ve probably heard him say that radio needs to be cool again.
And for those of us who have been in the business for more than a couple of decades, it’s shocking to hear that one of the more “uncool” professions in America has ironically become the radio DJ. It seems like every time you read one of those Internet lists of the best and worst jobs, the radio announcer sadly ends up in the latter group.
Whether it’s a lack of compensation or even a “most likely to be a psycho” list (which we covered in this blog), the radio DJ has somehow become a lowly profession. Don’t take my word for it. Ask the people in your family who hail from Generation Z – today’s teenagers – and you’ll be hard-pressed to find a single one who aspires to walk into a control room or studio and do a radio show. I’d bet that a club DJ might rank higher.
But maybe that’s about to change.
As so many radio veterans will tell you, in spite of the rollercoaster nature of the business, being on the air can be one of the most gratifying and rewarding ways to earn a living. That was reinforced over the long holiday weekend when I read a tweet from Valerie Geller about 
a new Netflix show, Jessica Jones.
Using Jeff Smulyan’s lingo, Valerie specifically mentioned “making #radio look cool” in her tweet, and referred to a key character on the show who works as a high-profile radio talk show host.
The heroine in Jessica Jones is a Marvel superhero played by the up and coming actress, Krysten Ritter (who some may remember as Jesse Pinkman’s ill-fated girlfriend Jane Margolis on Breaking Bad.)
On this new Netflix show, one of Jessica’s closest friends is Trish Walker, an attractive radio talk show host.
WNEC Radio’s Trish Talk is portrayed as big-time radio show. And early on, you see Trish meeting with her producers for her show prep routine.
And Trish Talk is being marketed. In the very first episode, Jessica walks the streets of New York City and sees a bus side advertising the show starring her best friend.
The showrunner for Jessica Jones, Melissa Rosenberg, has clearly made an interesting career choice for her character, putting her in a vibrant radio station setting. And you can’t help but wonder if just like the once-lowly vinyl record, perhaps an old school profession could make a comeback as a cool line of work. A new show like Jessica Jones has an obvious appeal to young, hip, Netflix subscribers who love Marvel superhero characters. And they’re the types of people radio needs to stay vibrant and relevant in the future.
The fact is, radio DJs, along with morning show and talk hosts, often make a difference in their communities while playing important roles in people’s lives.
At a time when many fledgling Internet stars are gravitating to the podcasting platform or trying to make their name on YouTube, considering an on-air career could very well prove to be a better and more satisfying choice – from the standpoints of impact and financial success.
It is essential for the radio industry to promote and showcase its talent – the proprietary building blocks of their station brands – at conferences, conventions, and other events. We have repeatedly done this at our DASH Conferences here in Detroit because it is essential the auto industry understands the true essence of who and what makes radio great.
And I’m proud to tell you that at this week’s Nielsen Audio Client Conference in the Washington, D.C. area, I’ll have the opportunity to do just that. My session turns the spotlight on two very distinct radio personalities: Westwood One’s Zach Sang and KSWD/Los Angeles morning guy, Mark Thompson. They’ll both be on stage talking about their approaches, their relationships with their listeners, and their unique career trajectories.
Zach is a very special twentysomething personality who we’ve honored with a Radio’s Most Innovative award in this blog. He has a great story about growing up with radio, and how he connects with his audience on the Westwood One radio network every night.
Mark was half of the legendary Mark & Brian Show, and came out of retirement earlier this year to wake up Los Angeles once again. This week, he celebrates his 60th birthday and has more energy and passion for radio than many DJs half his age.
I’m honored to be moderating their conversation, and along with the audience, I’ll be learning from two of the very best in radio who come at their craft from two very different points on the curve. They may have generational differences, but they have something in common: their love and dedication to radio. Having spent time with both Zach and Mark, I know that attendees at the Nielsen event will be in for a treat.
That’s because the most interesting parts of our radio stations are the magicians behind the mics. They’re the ones people talk about, they make it happen, they generate loyalty, and they move the needle.
Thanks to a new show on Netflix, new legions of young TV viewers will see a more attractive view of what it’s like to be on the air, entertaining thousands on a medium that can be exciting today as it was decades ago.
And who knows? Perhaps some of them will be inspired to grab a pair of headphones and try their hand at a truly amazing way to entertain and connect via the most unique medium of them all.
Radio.
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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