I received a note from Don Barrett of LARadio.com this week, that read:Many Los Angeles Radio People have concerns about the current state of L.A. radio - hiring freezes, layoffs, one company losing $850 million last quarter, another company on the cusp of going private for $19 billion or not, and another multi-entertainment company unhappy with the performance of the radio division.
If you were in charge of L.A. radio, what would you do?
Here is my reply:
Here is my reply:
Dear Don,
For many, it is no surprise that radio is in trouble. Those of us who are proud to have shared the airwaves in Los Angeles when radio still commanded a sizable audience, know what hard work it takes to attract and keep a listener entertained.
Perhaps, therein lies the whole problem. In that one word: Entertainment.
No matter the format, if what comes out of the speakers is not compelling enough to cause those sit-in-your-driveway moments, then it's not good radio.
A story I heard recently comes to mind that applies. It seems two businessmen came across a small diner that made fabulous soup. People came from far and wide, it was so good. The pair bought the place and made it bigger. As their business grew, so did the profits.
Then one day, they decided that they could increase their revenue even more by adding just a little water to the soup. Before too long, people stopped coming. They upped their prices to make up for the losses and eventually, the restaurant went out of business.
Somewhere along the way, in Los Angeles, and markets across the country, someone started adding water to our radio soup. Profits soared, but listeners stopped coming around.
iPods didn't wound radio. Neither did the Internet. It happened because someone panicked and needed to show a quarterly increase to those who weren't radio people.
So, how do we fix it?
LA station owners can begin by letting Program Directors live up to the title.
Let them "direct the programming," not sell it.
Give them the power to, once again, be able to say, "That's not good enough for our radio station."
Let them proclaim that, "This radio station is not an infomercial. We are broadcasters before we are salespeople and our standards apply 24/7, weekends included.
Let them hire the best talent they can find, no matter the price, and let them grow these superstars by giving them space to take flight. Let the excitement continue after the morning show.
Let them cook up and serve radio promotions that have the whole town talking and contests that "compete" with, rather than "compliment" other stations in the cluster. May the best chef win.
Radio in Los Angeles is not dead. It is in intensive care and there are "doctors" just waiting to be asked and given permission to save it. This is brain surgery, but we have surgeons who have given their lives to attending to this magical medium.
As long as the ears on the other side of the microphone still belong to living, breathing, human beings who laugh, cry, and respond to live entertainment, we have a chance.
I say we do it! If only to leave our children with something worth becoming: A broadcaster.
For many, it is no surprise that radio is in trouble. Those of us who are proud to have shared the airwaves in Los Angeles when radio still commanded a sizable audience, know what hard work it takes to attract and keep a listener entertained.
Perhaps, therein lies the whole problem. In that one word: Entertainment.
No matter the format, if what comes out of the speakers is not compelling enough to cause those sit-in-your-driveway moments, then it's not good radio.
A story I heard recently comes to mind that applies. It seems two businessmen came across a small diner that made fabulous soup. People came from far and wide, it was so good. The pair bought the place and made it bigger. As their business grew, so did the profits.
Then one day, they decided that they could increase their revenue even more by adding just a little water to the soup. Before too long, people stopped coming. They upped their prices to make up for the losses and eventually, the restaurant went out of business.
Somewhere along the way, in Los Angeles, and markets across the country, someone started adding water to our radio soup. Profits soared, but listeners stopped coming around.
iPods didn't wound radio. Neither did the Internet. It happened because someone panicked and needed to show a quarterly increase to those who weren't radio people.
So, how do we fix it?
LA station owners can begin by letting Program Directors live up to the title.
Let them "direct the programming," not sell it.
Give them the power to, once again, be able to say, "That's not good enough for our radio station."
Let them proclaim that, "This radio station is not an infomercial. We are broadcasters before we are salespeople and our standards apply 24/7, weekends included.
Let them hire the best talent they can find, no matter the price, and let them grow these superstars by giving them space to take flight. Let the excitement continue after the morning show.
Let them cook up and serve radio promotions that have the whole town talking and contests that "compete" with, rather than "compliment" other stations in the cluster. May the best chef win.
Radio in Los Angeles is not dead. It is in intensive care and there are "doctors" just waiting to be asked and given permission to save it. This is brain surgery, but we have surgeons who have given their lives to attending to this magical medium.
As long as the ears on the other side of the microphone still belong to living, breathing, human beings who laugh, cry, and respond to live entertainment, we have a chance.
I say we do it! If only to leave our children with something worth becoming: A broadcaster.
7 comments:
Sonny,
In response to todays article in RDN.
I've said it a thousand times - Radio is entertainment in a giant circle. When the Glory Days of AM's (WABC, WLS, KHJ and WTMA) fell to the Power House Flame Throwing FM's (WPLJ, KISS and Q-107) then to Satellite and Internet Stations - what comes next?. Here we go -- the circle is starting over.
HiDef will open tremendous opportunities for radio to Shine Like a Piece of Chrome on a '66 Corvette and ENTERTAIN with PASSION!
BTW - Check out fellow broadcaster Sonny Melendrez article in todays RDN, he nails it! http://www.radiodailynews.com/ . Sonny I agree 100%..no 150%!
It's true - time and time again, without fail, no matter what the frequency or market, it boils down to "if what comes out of the speakers is not compelling enough to cause those, sit it-in-your-driveway moments, then radio fails and that's the end." My friend, Radio is indeed in trouble. Personalities' hands are tied due to the worst mistake the FCC ever made -- Cluster Radio!
I can't even count the number of times people/listeners/broadcasters have asked; "You think you could do it again?" I always say "With the right combination of talent, music and promotions - YES - hands down fact!"
Something to think about, could you do it again, broadcasters with passion for radio -- YES you can. But are you willing to let that passion flow and entertain again?
Now that's the question!
Age is just a state of mind for true Radio People. Do we think we're to old to show passion, paint the picture and let it flow so gracefully through the speakers? Capture the moment, make that OH WOW impression?
I say - either buy a ticket and take the ride once again OR sit there and wonder what if and put new tennis balls on your walker!
If you think I'm a total fool, then sit there and listen to a industry that in SERIOUS trouble! Just remember I was #1 for 40+ years. I might have some experience in this business.
In my not so humble opinion -- and for those of you who know me, there ain't nothing humble about me -- Terry "Motor Mouth" Young and Pat Clark (PD and Radio Hall of Fame on XM's 60's on 6) are the best radio people on the air. They both started in The Glory Days of AM.
I remember Terry in North Carolina doing nights at a Greensboro's AM. He's older, wiser and with some serious passion and dedication who proves my point. It CAN be done. Terry sounds better today than he did 30 years ago!
I ask -- who has the GUTS to Do It Again? We are a member of an elite group of guys/girls - but mostly guys... that can help preserve a industry that's destroying itself from the inside out.
I've been wrong only once in my lifetime, the day I hung up my Koss Pro/4AAs due to Parkinson. Yes to Kirk Varner, they still make 'em!
Am I willing to give it another shot - yes. I may have to read liner cards and write my bits (which I always did - one of Sklar's tips) but I can guarantee you, it will be done with true passion.
Radio veteran Broadcaster Lee Abrhams has left XM heading to Chicago to bail out a Tribune FM --- is the move wise for Lee? Lee has the passion and guts to try.
Well, do you have the passion to save the industry or are you going to change your tennis balls?
AKA: Gery London
Former PM Drive - WTMA, America's highest cume'd station in the 70's.
cpinckney@mindspring.com
gerylondon@gmail.com
PS: If you are not a belier, then read (my Mentor in the 70's) Rick Sklar's Bio - WABC! http://www.musicradio77.com/Sklar.html
Bravo!
Yes the public is still out there waiting to be entertained.
Radio stations need to wake up and smell the airwaves.
Start appreciating the talent that graces their doors, encourage and foster new talent and pay livable wages to those you hire.
The voices that drive the listeners are the most important part of the whole equation.
It is so basic.
Good radio work and good journalism - are like South Texas brisket.
It takes time and work, it can't be rushed. If you want that smoky, mouth-watering taste and tender meat, you just have to be patient.
Entertainment, passion, insight and creativity are among thebasis to create such magic.
Unfortunately, in today's market, corporate owners are more interested in instant profits, in buyng and selling radio for a fast buck.
Few want to invest in real talent, or in the time to develop a top show.
Ramiro
Gery..
Your passion comes shining through. Inside many of us lies a true broadcaster. The key is to find a way. Creme rises no matter what.
Sonny.
Karla...
Thanks for your comment. Sometimes those in charge are oblivious to the most obvious.
Sonny.
Ramiro...
Thanks for your insight. And, like good brisket, there will always be takers standing in line to get it. Cook it and they will come.
Sonny.
Sonny,
Thank you for your kind words. Next time I'm in LA - I'll give you a call. We can do lunch and discuss this topic topic in detail.
Gery
PS - Sonny -- keep Radio real on the "left" coast. Hummm is it me or is the ground really shaking --- Last time I was in San Fran, they had a pretty good trimmer!
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