Calling all good programmers! We know you're out there, but you just can't find
a radio station who'll hire you. Today, more than ever, programmers are sitting
at home listening to poorly programmed stations, and wishing they could just get
their hands on them. Trouble is, radio ownership and/or management don't
really want good programmers. They want people with the title of "Program
Director", but they really want people who'll follow the corporate or company
policy. Most of the time, management is from sales or bottom line thinking.
Not programming. He who controls the purse strings, controls the station.
I've never understood this kind of philosophy. In the past, whenever program
people have been in control, radio has flourished. The station has done well
both in ratings and revenue. Some examples are: Bill Drake, Ron Jacobs, Carl
Como, George Wilson, Dave Moorhead, Ken Palmer, Ted Atkins, Ken Dowe, to
mention a few. You would think radio owners would consider programmers
when it comes to naming their next General Manager wouldn't you? Instead,
they perpetuate and promote a "hotshot" sales person to take control of a
product called: entertainment. Because, that's what Radio is. Of course, anyone
with more than fifteen minutes in the buisness knows where our bread is butt-
ered. Sales, revenue, commercials, air time. We know that, AND we know
programming too. The reverse, however, isn't necessarily the case. Few sales
oriented GM's rarely know programming. There are scores of programmers and
Disc Jockies who have become successful time salesmen, but I know of no sales
person who has become a programmer. Moral? Time sales is relatively easy,
Programming is hard! To the salesperson, Programming is just something
to sell. Sales, in those GM's minds is first; not the other way around. I wonder
if Ford,Toyota or General Motors thought of the car salesman first, or their
car/product first? I wonder if Hoover thought of the door-to-door salesman
first, or the vacuum cleaner? Common sense says they had to have a good
product first, then someone to sell it. C'mon radio owners. Get some of that
common sense, and take a chance on an experienced good programmer. A
good programmer is a terrible thing to waste. Or, as Jon Bentley once said:
"Brilliance is typically the act of an individual, but incredible stupidity can usually be traced to an organization." That's MY RadiOpinion, what's yours?
Gary Allyn
2 comments:
Gary, so very true worldwide !
In my 36 years in the Australian radio business, starting as a rookie announcer in 1971, I've done most things on both sides of the mic and I'll go to my grave with passion for working on-air, as my first love.
In hindsight, I lost my GM radio role in late '92 because I was seen as being too programme orientated,despite the regional station I worked for being profitable and at that stage in Australia, one of the few regional stations "in the black" ! I had been there for 12 years, 11 of which as GM/PD. The fourth ownership change in as many years (the greedy 80's !) saw me given the heave ho.
Today, the way the Corporate mentality you describe thinks, I don't want to be at the pointy end, as it strikes me as largely revolving and no longer evolving. As I have committments, I work week days in radio sales and voice track on weekends. I guess like the States, the v/t pay rate is criminal, when one takes into account the experience, expertise and dedication to make real radio shine in a recorded format. Again, Corporate mentality sees it as a cheap way to fool the listeners and improve (short term) the bottom line via 'mugs' like me who still love the buzz of communicating via radio. Of course the other thought of the power broker, sales biased, whiz kids re the on-air craft is (generally speaking) 'anybody can do it', oh yeah ?
From what I know, see & read, terrestrial radio as we know it, is only at the start of a bumpy ride to maintain, let alone grow, audience numbers & revenue. They are also totally 'off the planet' if they think HD radio technology will be their saving grace.
Until the emphasis and budgets are more aligned to the local product being quality relevant as opposed to the delivery method only, the business has problems which will only gather momentum. In fact, it's the sort of growing cume you don't want !
And from one who works on both sides of the business, the question which is more relevant today than ever before...Why does the industry continue to reward sales over programming 3 to 1, when the FINAL advertising sale is performed on-air ? It's about time, before it's too late, to change the culture of commercial radio for the players, into a more equitable playing field. It is a big part of 'what' can keep radio, as we know it, from disappearing into that revolving, black hole !
Regards,
IAN in Oz.
"...you're out there, but you just can't find a radio station who'll hire you..."
And those we desire to work for.
I chose radio as a career because, at the time, it was fun. I often hear from those new to the business that they have no intention of staying in the industry due to low pay and poor treatment.
I am in love with radio...and I get my heart broke a lot. There are not many of us left.
Cable and satellite TV hurt "terrestrial" stations...satellite radio hurt "terrestrial" radio...streaming/vodcasts/podcasts seem to be the next programmer friendly competitor.
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