The big debate sweeping the country this week is whether schools will reopen in the fall. And in what form will American education take? Traditional in-person classrooms, online learning, home schooling – or hybrids of those teaching disciplines. It is understandably a huge topic because our future depends on no small part on how our children will be educated in 2020 – and beyond.
And so it is in radio, an industry that has always had a checkered record when it comes to teaching and training. Many universities have offered media majors and radio curricula. But training for the “real world” of radio often has limitations at the university level. So-called broadcast schools have their place, typically doing a good job at teaching the mechanics of the industry.
For those who jumped into radio while circumventing college, the experience was likely akin to getting thrown into the deep end of the pool. You learned by doing, gaining experience the hard way. “Teaching” often happened in real time, often with the commentary of a grizzled radio vet.
And so here we are in 2020, and broadcast radio is most definitely at a fork in the road. The digital wave has washed over the industry, but many companies, stations, and broadcasters have either been left behind or have struggled to stay even.
It’s never been more important for radio companies to stay competitive by hiring bright, knowledgeable, and energetic young people. But given the state of the industry where staffs and dollars are being stretched to the max, training, airchecking, and the other teaching tools are often missing in action.
I got a sense of this over this past weekend. Don Anthony – better known as the Morning Show Boot Camp maven – threw out one of those whiny questions on Facebook. And as often happens, a simple “WTF” question exploded, generating close to 100 comments, and nearly as many “likes” (and other reactions):
Simple enough, right?
But this post triggered a torrent of response, much of it predictable. There were the usual diatribes about how radio has gone to hell in a hand basket (whatever that is), how top-down corporations have opted for syndicated and/or voicetrack talent, and the usual brouhaha.
Yet, most of the vitriol didn’t address Don’s basic question – why do so many station websites neglect to list, much less highlight, their on-air personalities? At a time when broadcast radio is strangely reproving its concept – nearly a century after it became America’s medium – you’d think broadcasters would go out of their way to showcase their talent.
After all, this is what differentiates stations from “the other guys in town,” as well as Spotify, Pandora, and so many other services where personalities aren’t part of the program. And given how many station sales departments continue to be dependent on endorsements and live reads, you’d think radio operators would go out of their way to highlight talent.
And the comments that addressed Don’s query demonstrated the answer isn’t necessarily obvious. Here is one of the more thoughtful responses from Christal Blue, on-air talent at WGRQ in Fredericksburg, VA:
And what followed was an interesting conversation addressing Christal’s question from many different radio people – all constructive, but all over the radio map. So, Don’s question became something of a online forum.
But it raises the question of why something as basic as personality listings on a website is even a debatable issue in 2020. True, that not every station has personalities – or even locally based ones. But by and large on the average music or talk station, who is on the air is information and content that describes the character of the place. They are what differentiates stations from one another. And when there are two similar formats in a market, listeners don’t form loyalties to who’s playing a Jason Aldean, Aerosmith, or Adele song at a moment in time. It’s personality that creates connection.
I ended up jumping into the conversation, along with Lex Staley, Ron Roberts, John Shomby, Bob Lawrence, Jay Philpott, Al Peterson, Ron Valeri, and many others who know their way around a radio station. And Christal was truly appreciative of hearing from those who have been in the business their entire professional careers.
It was a healthy process, but it made me wonder, “Why is Radio 101 being taught on Facebook?”
These are basic “rules of the road” that many of us were fortunate to learn in our formative years – before we found ourselves in 
positions where we could screw up a multi-million dollar radio station or lose a broadcast license.
Like most of you reading this blog, that young screw-up was me.
A long time ago at a university just up 1-96, I was that student. In the #TBT photo at right, you can see me stumbling to learn the craft of being on the air at our campus radio station. And later, I had the opportunity to be a graduate assistant for that intro class to radio at Michigan State. And from there I went onto teach the class, actually called TR 201.
I had the benefit of great teachers, even better mentors, great camaraderie, and the opportunity to take the time to learn the in’s and out’s of radio from some of the best in the business. Sadly, that level of training is in short supply in today’s radio business.
We owe it to the next generation of radio professionals still in school or dreaming of a career in radio, as well as those new to the business, to do everything we can to help them get a firm foundation on what it takes to create entertaining and informative on-air and online content, market it, socialize it, and share it.
There are educational outlets in radio, particularly conferences, state broadcaster associations, and the NAB that do just that.
Don’s Morning Show Boot Camp, along with Conclave, and the Worldwide Radio Summit that support up and comers, as well as Dan Vallie’s National Radio Talent System, focused on young students pursuing careers in radio from around the country are just a few of these examples.
Headed to Minnesota for #Conclave44 @SonicElwood @mynameiskarli @Conclave pic.twitter.com/crymLeW2hv
— Kaytie (@KTRGRocks) June 19, 2019
Along with most state association events, it remains to be seen whether any of these gatherings will actually take place in 2020. (Morning Show Boot Camp 2020 is scheduled in Chicago in September.) If the virus has its way, these opportunities to learn from and connect with each other, and to network (and socialize) will be curtailed or cancelled. On many levels, that’s too bad. When it comes to training, mentoring, and encouraging young people to pursue that career in radio, it’s a lost opportunity.
But it doesn’t have to be that way. PRPD – the association of Public Radio Program Directors has flipped their conference from a get-together in New Orleans to a virtual meet-up in September, rebranded as “Let’s Go Live,” in partnership with the Public Media Journalists Association.
Others may end up following suit. And while online learning may not be as fun, exciting, or personal as having drinks in the lobby bar or hanging out in the French Quarter, it’s a great chance for those of us who have succeeded in the business to give back, and share our knowledge and experience.
No one has all the answers – whether you’ve been in radio for decades or just a cup of coffee or two. But teaching the A,B,C’s of radio to fledgling radio stars is not just an opportunity. It’s our responsibility. It’s how we ensure the health of the business during these toughest of times.
And as many of us have experienced along the way, we have a lot to learn from them, too.
(BTW a lot of those radio station websites could use some work. Thanks to Don and Christal for the forum.)
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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As a station manager at a local radio station and an employee of the local university which offers a radio course ( I work for the theatre dept. not the communications ), I can tell you that the University has no form of hands-on training for students who wish to learn broadcasting. Most of the airtime is given over to public radio re-feeds and the little time the students are live they are just winging it with no practical knowledge at all. Most of their airtime is only on a stream; totally recorded and edited to sound perfect, but still containing the dead air moments of not knowing how to properly board op. It’s a said state, but we have a University right here in our town with no one I can hire unless I want to be their teacher in how to run a radio show. I can’t help but wonder how many Universities and Colleges run their broadcasting courses the same way.
I feel your pain. If you’re going to have a “radio” course, teach radio. Yes, there are regulatory issues and other things to know, but how radio stations work in 2020 is essential information. thanks for sharing the story, Christopher.
Yes, where is the training ground? No more overnight shifts and weekends to hone your craft and work your way up.
I became an alumni adviser at my college radio station to help out the faculty adviser and give the students practical, day-to-day knowledge about how to run a radio station: logs, clocks, having them read announcements live rather than play recorded versions, saying the call letters!! You know, learn to talk on the radio and promote the #1 item – the station!
Because many students were not broadcast/communication majors, it was very difficult to get the jocks on board. Some student managers wanted to see the changes made but gave up bc of the push-back from the students. It had gone too far and it would take time to change the tide.
It didn’t help that the college was not a big supporter of the station. Equipment was antiquated (like from when was a student 30 years earlier!). New equipment was stolen or broken. A lot of the students had no respect for the station and its value.
In retrospect I see I was trying to change too much in a short period of time. The students needed to want the change and take the ball. I was frustrated and had other obligations so I bowed out. You can lead a horse to water…
Caroline, thanks for weighing in on this important issue. And as you point out, this situation has been eroding at some schools for many years. Sadly, COVID will only complicate things. I am well aware that many young people may not be interested in a radio career. But I’ve seen enough enthusiasm at Conclave, Morning Show Boot Camp, and at Dan Vallie’s courses to know there is still interest out there. As an industry, we need to do a better job figuring out how to maximize their learning and connection to the business.
I am one of those that got into radio from hanging out with a buddy that worked at our local station. He went off to college and I stayed in our small Southeast Missouri town, so the owner offered me a job. First running pre-recorded programs like American Top 40, board oping for the local church that bought time on Sunday and would do it live in the large AM studio. I learned from so old school radio guys how to cue a record, even got good and setting the needle at the intro without the 1/2 turn spin back.
Since that time, I have become a PD of several stations, an OM for a group of 5 stations and always felt our younger generation of broadcasters needed more.
I even discussed doing class seminars at a broadcast school 2 hours away from my home, on my dime, just to prep tomorrows radio greats.
I feel I have had some success. A couple of my young news guys went onto bigger and better. I have no real aspirations to be a large corporate radio guy. I love the small market radio life.
I feel some of the issue is the “gimme” mentality of the young guns. Some feel the old geezers have no idea what they are talking about, but we have longevity and that accounts for a lot.
One thing I tell the young folks is what a friend once told me. To be great at radio, you have to be “vanilla”. You change, you learn and you do your best and you can do any format. I have worked 80% percent of the formats on radio today and IMO can do well at all of them.
A class can teach you the mechanics, but not the personality.
We old geezers, still know how it is done and can teach the young ones, they just have to be willing to listen and accepting of the teaching we give them.
George, I think that more than ever, the river flows in both directions. You are right – experienced radio broadcasters have a lot to give. That’s why several of the conferences I mentioned in the post make a contribution. But especially as radio’s digital needs change, in terms of both content and distribution, we can learn a thing or two from them. As is always the case, everything works better when the generations work together rather than go at each other. Thanks for the comment.
I was approached by a young broadcaster recently, who asked where he could go to improve his on-air skills. I had to tell him that I didn’t know. Years ago, I homed my craft with Dan O’Day and the late Jay Trachman, who offered seminars and sessions appropriate to small market broadcasters. I don’t see those options any more. I attended Morning Show Boot Camp a couple of years ago (I introduced myself to you in Chicago). While it was interesting, it was way above my market level, and woefully short on the nuts and bolts of improving my craft and program I was hoping for. My young friend needs a place where his aircheck can be reviewed, and where the basic building blocks of on-air delivery, bit creation, show prep and show construction can be stressed (I am an award-winning veteran, and I could use it too). Unfortunately, I can’t coach my young friend – he works for a competitor whose GM would not react well to him interacting with me on that level. Is anyone aware of opportunities such as this – perhaps a modestly priced weekend seminar? Is there a need for such things, and would station owners support employees who would attend? I would certainly be willing to help instruct.
Todd,
There may be something to this. I’d like to see if we can get a group together to, at least, discuss the possibilities.
John, thanks for reaching out to Todd. Let me know if we can help in any way.
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So how do we duplicate this across the country? I thought of you, BTW, when I watched “Vast of the Night” on Amazon the other night. Best to you & the Coast team.
This is an EXTREMELY important topic for our industry’s future. I’ve been doing this a long time and wonder who DO we hand the “keys” to as we slow ourselves down? Larry Wilson asked the question on Facebook a few weeks ago as to what one would do if you had the money to buy any 3 radio stations in the country, what would they be and why? My answer was to buy 3 small market radio stations – in separate regions of the country – and form a “Farm team” for personalities. Wishful thinking, of course, BUT, Fred is spot on!!! We need to do something. I have a granddaughter who is enrolled at Western Kentucky for Radio Broadcasting and they have an amazing facility and it’s a place where one of the Talent Institute’s classes are held. That happens, though, only once every year. I’ve taught a class there every year for the past several years and there are students who are interested but have really nowhere to go or don’t have any idea where to go once those classes end. Have had the opportunity to mentor a couple f students from the classes over the years but still it’s not enough.
I’d like to propose that we form a group who would be willing to discuss and agree on creating some ideas for getting younger folks interested in radio and actually formulate a plan and get it going. Mentorships, seminars, etc.
I still remember Paul Drew doing a series of PD seminars teaching the programming basics for young, aspiring programmers back in late 70’s/early 80’s. Getting info from one of the legends was an incredible experience.
It is our time to give back so how about we talk some action. I’m in!! Who else is?????
Sign us up, John. We did “Summer School” at Conclave for a number of years, and the reviews were generally good. I agree with Todd that much of the learnings at conferences never cover the fundamentals. The content tends to be geared to those who have worked in the industry for some time, eager to find cutting edge solutions to their problems.
An exception is PRPD (which I mentioned in the post). They offer a PD Workshop ahead of the conference that is very meat & potatoes.
Thanks for the great comments, and let’s continue the dialogue.
KNHC – C895 in Seattle has been educating high school aged students the ways of radio for nearly 50 years. Our state of the art studios use the same automation / music selection software used in many stations in Seattle and beyond. Our students are hired without question by the local stations because of the reputation for excellence we have. Our professional staff operate the station year-round and the students are an integral part of our operation during the school year and in the summer. They each have live on-air shifts as well as voice-tracked responsibilities, write social media, assist with events, and have the opportunity to learn music scheduling, operations, fundraising, and management skills. We can hardly wait to have students back in our studios!
June, thanks for chiming in and congrats on what you’re doing. Any way we could expand your enrollment? 🙂