Yesterday was an interesting one. I spent the day at Forecast 2025 in New York City. It was second time at this august conference, held at the iconic Harvard Club in Midtown Manhattan.
There’s always a hint of nostalgia at this event, and yesterday was no exception. The day before, two industry friends – Steve Jones of Skyview Networks and Mike McVay were named “Giants of Broadcasting.” And in fact, both nicely fit the bill. And at yesterday’s lunch, the great Erica Farber was presented Radio Ink’s Lifetime Achievement Award.
At moments like this, honorees thoughtfully look back at their prestigious awards – something you’re supposed to do at moments like this. And so when I ran across this blog post, published exactly three years ago, it felt right to make it today’s #TBT Thursday entry. The post elecited a lot of comments – and emotions – when it first ran, so I hope the same things happens again. It’s healthy to look back on your career and analyze what you’ve learned along the way. If it conjures up a few of those memories for you, than it’s done its job. – FJ
November 2021
No matter how long you’ve worked in radio, and how old you are, I’ll bet you still have vivid memories of your early days in the business. You may struggle to recall what you ate for dinner last night or who you Zoomed with last Tuesday. But you most definitely recall the moment when you got that first job in radio, someone taught you the fundamentals of the craft, that time you were fired (OK, maybe there were more than one of these), your best rating book, and sadly, your worst one.
The thing you’ve hopefully gained along the way is perspective. You may not be any smarter or even more skilled – hopefully, you’re both – but are you dealing with it better now? Imagine how valuable it would have been if “future you” (the person you are today) could sit down and have a frank chat with “early radio you ” and provide advice. After all, nobody knows that green, inexperienced radio beginner better than the more mature, modern-day version of the person you’ve become.
Last week I was reading a tweet from Vala Afshar, Chief Digital Evangelist for Salesforce (and a great follow on Twitter). Vala listed out the bullet point advice he
would have loved to have dispensed to his younger self. And I started to wonder what that would look like if it were focused on radio.
So, I made a list – for me, not necessarily for you. But if there are nuggets of wisdom, or more likely, common sense in my efforts, all the better. It turned out there are SO many things the sophisticated, experienced, time-tested Fred Jacobs 0f 2021 would like to tell that neophyte, well-meaning but naïve Fred Jacobs at Michigan State in 1973, it took me just a few minutes to create my list. I have a feeling yours would come quickly, too.
The thing is, that old version of you probably isn’t a whole lot different from the latest model. There are likely some physical differences (note the photo above), but the core of who you are doesn’t change all that much. The decades shape you, perhaps sanding down some of your rougher edges. You wise up, not as easily fooled by the promises or the fantasies.
You are who you are. But perhaps you might have avoided a sand trap or two with better counsel – from the latter-day you.
But this blog post goes nowhere if it’s just “today Fred” talking to “MSU Fred.” Use the “comments” section below to add a piece of advice (or two) you could now impart to the you of radio past. Or join me on Facebook or Twitter where I’ll pose the same questions.
Below is my list – in no particular order:
1. You are not your 12+ share – I cribbed this from Vala’s list (“You are not your job”). For many of us in radio, there’s that tendency to wear our numbers creating,
depression, or frustration depending on how the ratings gods treat you in any given week, month, or quarter.
This is a bad habit to get into, and an even harder one to break. But if you’re going to have a nice, long run in radio, this is advice worth heeding.
2. You didn’t get stupid overnight – This one’s a corollary to #1. You don’t get brilliant with a great rating book. Nor do you lose
your instincts, your smarts, and your intelligence with a down book (or three).
But the industry can be reactive – quick to reward great performances, but also quick on the trigger when things go a bit south. The phrase, “You’re only as good as your last book” has been around longer than me.
We all know people whose luck – both good and bad – overshadow their skill sets. “Them’s the breaks,” as they say. The ratings don’t necessarily reflect the IQ of the PD. The most successful programmers will admit the role luck has played in their journey to the winner’s circle.
Keeping a balance – not overreacting to the successes or to the setbacks is the best way to keep yourself in check. And to also help you manage up and down – those who you report to and those who report to you.
3. Lose those grudges – It is very easy to have a long memory for whoever screwed you along the way. There may even be reasons you’ll never know. Or maybe
not. But how long do you want to carry the baggage of being pissed off about someone who wronged you a decade or more ago?
Remaining resentful and even angry is a weight that only you bear, the residuals of a relationship you can’t get over.
I’ve learned the other player (the “grudgee”) in your drama may not even realize you’re still steamed, still telling the story to anyone who will listen, and still letting it mess you up in your current and future transactions. Let it go.
4. Everyone counts – It is so easy to breeze past people along your fast track to success – the intern who idolizes you, the listener who just wants
to introduce herself, the night janitor, the new guy on the sales team. The longer you do this, the more you end up working for some of these people. How you treated them in the past is not forgotten.
But beyond the practical reasons to be nice to everyone – no matter where they are on the flow chart of life – is the satisfaction you get from making others smile, thanking them for what they do, and appreciating them.
5. Learn from everyone – On a somewhat related note, there are insights, lessons, and skills to be had from anyone you encounter – if you’re open to receiving it.
Everyone has a story. And in fact an icebreaker question I often ask when meeting anyone is this: “So, how did you end up in radio?”
And the answer is always different, often fascinating, and occasionally insightful. Plus, people love to talk about themselves, so it’s the perfect question to start a relationship with.
Since I’ve started writing this blog back in 2005 and in need of a lot of material, I have become a better listener and interviewer. I ask better questions, and I have a keener understanding that I don’t know it all, and in fact, have a lot to learn.
Sure, it’s a bit humbling, but it’s also joyful to pick up a gem or two from someone you least expect to learn something from. Whether they drive an Uber, make your latté, schedule your music, or sign your paycheck, there are things they know you don’t know.
6. Work for good people – This is sadly not as easy or as obvious as it sounds. But chances are your career arc has been greatly influenced by your employer(s). 
Not all great companies are owned by good people. If you can manage to earn your living working for people who take an interest in you, educate and nurture you, and want you to succeed, do it. It’s often not that hard to prioritize this when you’re job hunting. Believe me when I tell you that far more important that market size or the weather is who you work for.
Before I started Jacobs Media, I was blessed to work for two of the best companies in their respective fields – Frank N. Magid & Associates (a research company in Marion, Iowa) and ABC Radio. I learned valuable lessons from brilliant people at each stop that enabled my entrepreneurial successes.
7. Get that degree – Too many in radio believed back in their youth that great skills would paper over their other shortcomings – like their higher education. But
the books you don’t read, the essays you never wrote, and the social experiences you never had can eventually take their toll on your experience and capabilities.
I realize – especially these days – that a college degree is not for everyone. But so many of the skills you need if management, ownership, and other lofty goals are on your “wish list,” often bloom from the lessons that come from a great education.
Your degree isn’t just about what you majored in. It’s proof positive you have the self-discipline to complete the program, and that you’ve learned how to learn.
I am always amazed by some of the little things from my college days that echo loudly years and even decades later.
8. First impressions matter – Especially in
a new job, the tone you set in your first 90 days is the one that will follow you through your time on that job.
In the early days, listen intently, don’t rush to conclusions, don’t fall into bad relationships, and work your ass off. It is very hard to turn around the attitudes of those who report to you and those you report to when you get off on a bad start.
And whatever you do, don’t talk about what you did in your last job – whether it was in Philly or Pensacola. No one cares, and your new colleagues will conclude your head is still stuck in your last market.
9. If you’re the smartest person in the room, find a smarter room (or smarter people) – While you can and should learn from everyone (#5),
surrounding yourself with truly great people – especially those who know about things you don’t know – can make you more learned and more successful.
But when your team is comprised of those who aren’t as talented or wise as you, there’s not a lot of room for you to grow.
Some enjoy bossing others around, but the truly skilled defer to the experts, the pros, and others with insights they lack.
Much of my career success has come down to hiring to my weaknesses – bringing in people smarter than me in areas where I have few skills or little interest. And then letting them do what they do.
10. It’s better to fade away than burn out – With apologies to Neil Young, we’re seeing a lot of this now – many people voluntarily packing a box or two, and
calling it quits. The 24/7/365 nature of the business can exact a toll on people.
For many, what began as hard work turns out to be workaholicism. I’ve been there and done that – more than once. And it’s a tough road. My advice to young radio Fred? Pace yourself.
Everyone’s exit strategy is going to be different, sometimes dependent on who makes the call. But making sure your relationships, your life, and your finances are intact – or better yet, good – is something most of us can control.
11. Pay it forward – Or give back. Whether it’s volunteering at your local food bank, speaking to high schools, or giving your time, experience, or celebrity to
groups that need it, this is part of the circle of career life.
And when you’re doing good, good things often happen. As a PD, I loved staging fundraisers where we could combine entertainment for the audience with funds for deserving organizations.
At ABC in those days, we weren’t allowed to profit from station events, like concerts or festivals.
Some of my proudest moments were writing that big check to the Detroit Zoo or public radio station WDET-FM which was on the financial ropes at the time. It was rewarding.
Any time your powerful local brand or your position allows you to help others in need – especially in your community, it’s a rush. It’s a feel-good moment for the staff (and you), and it leaves you with a good feeling about why you do what you do.
Make your own list. And then look at it and realize how much wisdom you’ve accumulated over the years. In some ways, it may be a little late for the “today you” to benefit from the lessons learned by “early radio you.” But even if that’s the case, there are many twentysomethings in radio who just might read this post, and pick up a few pointers from your old self.
Use the “comments” section below to give me a piece of advice or two that would have helped that younger version of you.
Or comment on Facebook, LinkedIn, and now Bluesky at @fnjacobs.
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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