On a recent investor call, Radio One CEO Alfred Liggins said something that very likely resonated with other corporate honchos, as well as the rank and file of the industry: “We’ve come through hell, like everybody else in the business.”
Or maybe, “The road from hell is paved with tears, hard work, and reinvention.” Forget those good intentions – they were not especially helpful in surviving this recession.
It has been a rough four years for every company, station, and affiliated business that is dependent on radio in some way. I would love to hear about exceptions – companies that got bigger and healthier during this time. But the reality is that while many discovered efficiencies and streamlined, most suffered from cutbacks and downsizing. Radio doesn’t sound better today than it did four years ago, and we’ve lost some great people along the way.
For many of you, the last five years have been transitional, as many in radio have been forced to redefine, adapt, shake, and bake in order to keep those dollars rolling in.
Many have left the world of radio for other pastures, careers, and endeavors. In fact, some of these stories of radio people succeeding in new spaces are as inspirational as they are interesting. But for hundreds and hundreds of others, this period has been frustrating and gut-wrenching.
Today is a first for me – my first appearance at CRS, hanging out with some of the happiest people in radio. If you’re working in Country, chances are pretty good that you’ve had a better time than most of your brothers and sisters in radio. There’s an upbeat, positive vibe among Country programmers and managers, powered by a hot music format and a passionate, charged up audience.
Interestingly, Kelly Clarkson’s “Stronger (What Doesn’t Kill You)” comes to mind at times like this. The standout lyric in that song – “What doesn’t kill you makes you stronger” – actually was first said by someone way outside of the music industry.
It was 19th century German philosopher Friedrich Nietzsche who wrote, “That which does not kill us makes us stronger,” and that was well before the advent of record labels, radio formats, iPods, and Kelly Clarkson. Perhaps his reference point was serious life-changing events like revolutions, famines, inquisitions, and other mega-changes.
And yet, Nietzsche’s words should resonate with those of us who are still hacking away in radio, still believing in its value, and trying to make it better.
Sequestration aside, let’s hope that Liggins is right.
We’ve come through hell, and if you’re still gainfully employed in radio, give yourself a round of applause.
Then get back to work.
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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AMEN! You retool, reinvent, adapt and survive. There’s a lot of confusion and distraction trying to monetize from places that are for other strategy. ‘We’re all searchin’ for someone….” The basics that keep radio alive simply need to be applied without spending a ton of money. Large & small broadcasters need to do the compelling content, local connect, service & stand-out package. Great times as something excellent gets heard / seen / felt http://www.everywhere. Keep it good, keep it positive and make sure it’s great for all concerned. Thank you, Fred.
Thank you, Clark. You have to survive in life & in radio, and the last few years have been one of those tests. Thanks for taking the time to chime in.