While radio often assumes that its mega companies will be the most innovative, Saga Communications has had an interesting several weeks when it comes to stepping out and trying new things.
First, it was the announcement that its stations’ streams would no longer have ad insertions, instead opting to simply simulcast their broadcast signals on their streaming platforms. That little announcement kept Saga’s Warren Lada very busy on the phone with the trades as well other broadcasters, explaining the company’s logic and position.
And earlier this week, Saga’s programming guru, Steve Goldstein, announced that all its company Program Directors would now be known as Brand Managers.
The fact this seemingly symbolic move has garnered so much trade press speaks volumes about radio’s slowly evolving mindset. While Steve and Saga deserve much credit for making an important statement, we shouldn’t be surprised if media mavens outside of radio raise an eyebrow or two. And there are too many people “inside radio” who are probably wondering “What’s the big deal?”
Why has it taken so long for radio companies to acknowledge that “the product” doesn’t just emanate from a transmitter and tower? Why has it taken so long for broadcasters to admit that social, mobile, and other digital platforms are all integral parts of their station brands?
Steve’s big impetus for the Brand Manager title was admitting that many of Saga’s PDs were still operating in a “business as usual” environment. And the thinking that Kodak waited way too long to admit that business was, in fact, not fine.
But the other issue was the need for (former) Saga PDs to “take ownership of the platforms. What’s on the website, how the stream sounds, becoming better at Facebook.”
These are major points that should once again have other broadcasters talking about this latest Saga move. They are also frequent topics in this blog and across our company activities as well.
But while it’s great to talk about change, the folks on the frontline are the ones faced with making it happen. When I asked Steve how his programmers were taking the news, he told me it’s been “unreal. (There have been) so many comments with them grateful that changes in their world are being acknowledged.”
All programmers are not created equal – as we know – and some of Saga’s new Brand Managers may experience some growing pains while others will quickly adapt to this new way of thinking.
But make no mistake about it – this is a major move for the radio industry and not just because a title change that will necessitate lots of new business cards being produced. At so many operations, cutbacks have necessitated even greater responsibility for those “old” PDs. Many are doing multiple jobs before the added duties that come with brand supervision, maintenance, and growth.
In fact, Saga has just done the easy part. Moving forward, the need to train existing managers should be a major priority. And how will these newly minted Brand Managers rethink the way they recruit and hire air personalities and other members of the team? Will the company budget for additional staff? Will these Brand Managers be incentivized for their digital efforts? Will CEOs start sending these Brand Managers to conventions and conferences – even outside of radio – to help provide them with the additional training and exposure needed to adequately oversee a more complex brand?
A titular change is one thing – a change in mindset in radio is another. This move has been long overdue as it relates to redefining what it takes to be a content creator and producer in a media world where the boundary lines are getting cloudier by the day.
Kudos to Steve and the Saga team for making it official and taking that important first step. Other companies will quickly follow.
But stepping up with training, resources, and support are part of the bargain, too.
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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Steve and Saga deserve a lot of credit for acknowledging the changes in their PDs responsibilities and naming them.
“But stepping up with training, resources, and support are part of the bargain, too.”
Actually, that’s the entire bargain. Without the resources and authority to access and implement them, this amounts to nothing but a new title in place of a raise. The “Brand Manager” who tracks three shifts does imaging for two stations and production for two more doesn’t have the time to focus and implement any real vision.
Responsibility without the time, resources or juice to back it is a step backward, while a new title with the tools to live up to it could be a huge step forward. Saga has always had good, well defined on air brands and they will likely set a good example for the industry for substance along with form. Hopefully more companies will follow their lead.
Amen, Bob. I would hope that companies that follow Saga’s lead will do more than talk the talk – or print the business cards. Thanks for the insights and your POV.
You did a great job of sorting it out here, Mr. Jacobs. It seems the title evolution is inevitable as the real leaders in the industry work to better understand the many hats a program director now wears. If it isn’t sales it’s Brand Management. Building and protecting the brand is paramount.
We in the media and entertainment business, which certainly includes radio, need to understand the real competiton we face. It’s as simple as knowing that every person with a computer, Internet connection and an idea or dream is sitting on a potential media empire.
John, you nailed it. It requires a different mindset and POV. Saga’s “re-titling” raises that level of awareness. Thanks for commenting.