I was chatting with a cluster manager the other day, and he was lamenting about just how difficult it seems to be to keep his five-cluster group of radio stations all performing well at the same time. The good news is that when one station inevitably falters, it can hopefully be supported by the rest of the group. But the bad news is just how challenging it is to maximize all of them each and every ratings book.
You finally get the Classic Rock station healthy and the News/Talk falters. Then the News/Talk recovers and the Hot AC goes into the tank. And on it goes. Every time the ratings are released, there are high-fives and tears in the building.
The conversation reminded me of just how difficult it is to keep multiple stations going strong all at once. That programmatic Rubik’s cube is one of the true conundrums of the consolidated age. And if you need to better understand how our competitive world has been exponentially amped up during the past decade or so, look to Erich Brenn for answers.
Never heard of Erich Brenn? He was the original multi-tasker, appearing regularly on the old Ed Sullivan Show. You might know him better as the guy who kept multiple plates spinning on those sticks. You can see just how good he was in this video:
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Brenn’s act is impressive, but it makes you crazy and even a little edgy to watch him run around, trying to keep his plates (radio stations) spinning on their sticks (ratings and revenue). And maybe all you cluster managers and programming operations managers got that same sinking feeling while watching him run back and forth. Yes, it’s all about balance, but unless you have the equivalent of his incredible skill set in radio programming, sales, and management, chances are some of those plates are occasionally going to come crashing to the floor.
Of course, a lot of life is like this, too. Most of us are a lot like Brenn – running around, trying to accomplish too many tasks, keep our personal and professional lives balanced, while maintaining some level of quality and harmony. While back in the ’60s no one could imagine a guy who was this busy, today we watch him and we can sadly relate to what he’s trying to do.
Unlike Brenn’s stellar performance, not every plate – or station – is going to survive or thrive all the time. Just like how not every radio station can excel book in and book out. That’s OK, especially if you realize that it’s about how it all shakes out over the longer haul and not just in this month’s ratings or revenue.
And not during a three minute segment on a TV variety show.
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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Thanks, Fred. Saw this live and used this exact analogy….but didn’t remember Enrich’s name. So true for our business. Must have coordination and timing for this fact of life. Maybe a little ADD and RF exposure. Keep ’em spinnin’ and don’t let any crash. Best, Clark
Thanks, Clark. Sadly, I am old enough to remember this guy’s act. But with that perspective comes wisdom. (Or at least that’s the hope.) Thanks.