Desperately Seeking Good News for Radio Industry
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Here's a call to all persons who have radio running through their blood. I'm speaking to the thousands who either sit behind a microphone or hit the streets selling the programs that those sitting behind the microphone create. The reason why this is directed at these two groups is simple; trying to reach radio industry executives is futile. Execs don't/won't/can't listen to anything that's not generated by corporate HQ if they want to hold onto their jobs.
Radio industry chiefs have objectives different from those of staffers: to keep costs down so their bonus is bigger and the group's fiscal reports aren't in negative numbers. Operating on a shoestring budget is all that matters to them. There's solid evidence that managers aren't paying attention, if we consider past denials by some at knowing about embarrassing moments that have occurred on their station's airwaves, such as face slapping contests, the Tsunami song, drink till you die, etc.
Side note: See "A Dumb Stunt," which has a Cleveland radio employee streaking past a local TV station's weatherman during an outside on-camera report - in near zero weather. Bet management will claim to have had no knowledge of this one, too.
Back to the call to talent and account reps. The message here is to be proud of the responsibility you have to your community, of your ability to affect what happens to the residents and businesses that know you exist.
Consider your position as one of privilege; one that is not earned until you've returned a benefit to your listeners or clients. For the moment, let's pass on discussing the benefit a Tejas Broadcasting PD bragged about on his MySpace page when he wrote: "Yes, I like girls, and yes, I like boys too?who gets to sleep with me when I close the doors shouldn?t be of any concern to you. But if you want to find out, take me to dinner, don?t buy me alcohol, and see if you are one of the chosen to experience an intimate night with [name deleted]." Lately stories like this have become the standard in radio, not the exception.
Radio holds so much power to persuade, to do good, to offer support for a number of causes. As an air talent, or radio account rep, your brain cells need to be used in a different way, to create opportunity, not notoriety. There isn't a community in the country that wouldn't benefit from having a local voice offering ways to improve, inform, or create events that are fun to attend.
Just yesterday, while listening to one Cleveland station, I heard the positioning reference of "the most fun music." This is not exactly what's being referred to above. Fact is, it's a lame claim that means nothing to anyone, anymore. Yet it's used in nearly every city in the country.
If the talent who let those words slip from her lips actually provided a funny or entertaining way to convey that the music her station played was "fun," the statement would carry power. However, these words lacked a conviction by the person behind the microphone that she believed it.
Account reps, when's the last time you pitched an idea that did more than explain what products the client carried? Rephrased: When was the last time you tried to sell a business on a concept instead of a schedule?
For those that argue radio's dip is caused by an onslaught of new media and choices, you're looking for an easy way out of explaining your failures.
Radio isn't dead. People still tune in; they just listen less to what's being said.
For ten years we've seen radio executives slashing the muscle from this industry. The time has come for the inmates to take over the asylum and place positive vibes back into what they do.
Talent, look for your "in" to being embraced by seeking a unique way to connect with your audience, in an approach your sister (or brother) would be proud of.
Account Reps, get your mind working on ways to draw clients into aiding your community. Create an "institutional advertising campaign" in which the business benefits by being associated to it.
Neither of these suggestions are easy to do. But if action isn't taken to at least try, six months from know you're going to have an even tougher road.
And, if you do succeed at the above, your bosses may just start listening. They will then have something which can be brought to corporate HQ that says, "This idea really stands a chance for success."
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