Advice sought: Newbie looking to break into radio

[bakedflounder]

To experienced radio personnel:

I am a mid-life career changer who wants to get into radio. I have successfully reinvented myself every time I have made a career path change, and this would not be an exception.

I have professional sales experience and a willing attitude. I will work any hour of any day to get to learn how to operate the board and to learn more and escalate responsibilities. I have noticed all posted internships require you to be in college as a communications major. I would rather learn hands-on then spend 4 or more years in college at my age. I am financially sound and can work for next to nothing right now.

Please recommend how someone with no communications experience (but with many cross-over skills) could get into radio. Much appreciated.

 

[grantchester]

As someone who can work for little money, you've already got almost all the qualifications you'll need. All that's left is to prove that you can fog a mirror!

Seriously, call every operations manager and program director in town and ask for a part-time job. I bet you will have work in radio by the end of the week. There are more than 70 stations in the DFW area, so get cracking.

My best advice is to go to a small or medium market (less than 250,000 people). You will enjoy it a lot more.

Here's another idea: find some sponsors and create your own show. Buy the radio time, sell the spots, keep the money for yourself.

 

[bakedflounder]

I appreciate the reply, but convincing an OM or PD to hire me is going to take more than just being able to fog a mirror. A student/intern can do that, and they would know more than I would.

Let me ask something more specific...I found a small station just outside DFW that doesn't have a Saturday show. They are playing pre-recorded music and I doubt if anyone is even in the studio.

What kind of pitch could I give the OM to let me run the station that afternoon? What would a PD/OM be looking for in a time slot they have written off basically?

 

[Kent]

First of all, good luck! I'm not trying to discourage you, but I can't sugar coat it either. There are a lot of people with years, even decades, in broadcasting looking for work right now, and you'll have to compete with them. That won't be easy.

Now, having gotten the bad part out of the way, I'd say, if you have professional sales experience, that's the way to go. That's the one thing you can offer at first glance that an intern can't, and it's the most valuable asset anyone can have in this business right now. You'd probably be best off trying to get your foot in the door through sales and offering to board-op the Friday night sports game or a show or two on the weekend. Try to find a station that has a few live weekend shows that require a board-op. Most every radio station is always looking for sales staff, and many are still looking for people who can come in at odd hours and push buttons. You'll also need to get to know the programming staff, but you should have no trouble doing that if you're in sales and are any good at it. Also, you're probably better off trying this in a smaller market, like a Tyler, a Waco or a Wichita Falls. You're probably not just going to be able to walk into a Dallas station and start a programming career, though you'd have a better chance at even that going through sales than someone just out of broadcasting school.

A friend of mine, by the way, managed to do exactly this. He worked in sales at a local radio cluster (market #252) and worked his way into doing weekend sports reports on the AM news/talk station. Eventually, he worked his way into the general manager position. Unfortunately, the economic crash happened in the middle of his tenure, dropped station business dramatically, and the stations missed their revenue goals. So, he was fired after not quite a year in the GM's chair. Such is life in radio!

 

[bturner]

The hot button you have under your belt is sales experience. Think incorporating radio into sales. Many have suggested going to smaller markets such as Waco and Wichita Falls, I would suggest a small town station as an option.

A small market radio station where there might be 1, 2 or 3 stations in town in an excellent option. The smaller stations generally allow you to experience every aspect of radio. You learn the whole business of radio because the staffs are way too small not to wear many hats. You'd likely be selling commercials, writing and producing commercials, getting to do some on air work and incorporating yourself in the community to the point it might take you half an hour to grab a gallon of milk at the grocery store because you see so many folks you know. The best part is you get the chance to learn, make minor mistakes, hone your style and interests and make a difference in the community. You might even have the liberty to do a show on radio of your choosing. It comes with low pay but with any sales experience, you will always be close to maxing out your potential earnings in a small town (especially since you'll likely be selling against less experienced rivals).

I don't know many stations that don't need sales people. Stations like mine that are leased to one client are about the only exceptions. I'd suggest visiting some stations in person and getting the feel of communities and the stations themselves. It is important to find the right station for your personality. There are some great people in radio and some true idiots. For example, I accounted for 1/3rd of an AM/FM combo's sales in one market. On my next move I could barely sell the station. The owner would not allow 'protected account lists' and had a lousy reputation in town. By the time I'd consult the client, bring back a presentation, etc., the station's telemarketers had sold them a $99 package. Needless to say the station was always in the red and the average sales person lasted a couple of weeks.

Last, there are many that think radio would be a great career but only a small percentage have a passion for radio after a few months. The only way to know is to jump in the deep end. If you truly love it, you can never imagine doing anything else.

Good luck to you.

 

[Lazy J]

One of the things that is hurting traditional radio staff is that they can't/won't multitask. Most stations are all about the bottom line. So, look at finding a sales job in radio and make it known you are VERY interested in learning the board-op position too.

Then, once you know how to run the equipment, see if you can find a client who will sponsor you on a Saturday show! I don't know many GMs out there that would turn that offer down, especially if it's paid for.

So the sales experience is definitely your foot in the door. I think stations would prefer to have a few people who can do anything, as opposed to a large staff of people who only do one thing.

 

[Chuck]

If you are willing to go to smaller markets like Tyler-Longview and can offer a station a "pre-sold" show and do some more sales as well, then I think you have a shot at it. Sales is the real key to the equation. For radio, selling isn't as easy as it sounds.

The second hurdle is, once you get on the air, you can't suck at it. From a station manager's point of view, it is easier to keep the automation rolling or the satellite feed running than it is to take a chance on new talent.

 

[bakedflounder]

Can you elaborate on what a "pre-sold" show is? Is it sponsored for the hour (or timeframe) by one sponsor?

 

[OKCRadioGuy]

Unless you want to do it as a hobby, run very quickly the other way. Sales, engineering, or some management MIGHT be a way to hack out a living in radio. It's getting harder and harder to make a living in doing radio as talent. Pretty much all radio people these days aren't exactly having the time of their lives...

 

[bakedflounder]

So, should I conclude that the economy is what is killing this business (as in the end of Kent's post), or corporate overtaking and network streaming of syndicated hosts?

 

[bturner]

Radio is not in good shape in more recent years. We point fingers right and left, but the fact is radio is being nibbled on all sides as it looks for a way to maintain its piece of the pie.

The number of media offerings and devices has split a captive audience. There are many, many more radio station in the nation. There is the internet, hundreds of TV choices, Ipods, etc. Almost every vehicle sold has alternatives to radio including satellite. All of this has hurt radio listening.

Advertising revenue has been hurt by more radio stations, more TV channels, internet and everyone trying to bring in advertising dollars for each new option.

Some argue corporate radio is killing the medium. I agree and disagree. I believe radio cannot serve two masters (the community and shareholders), but others disagree. I contend corporate radio has helped and hurt radio in general. The advances corporate radio demanded (or created a market for) has made it less expensive to operate a radio station but on the other hand the pioneers of radio who took the untested risks to take radio forward another rung of the ladder find no stage to premier their innovative ideas. The result is radio seems stale and less compelling than ever.

I also contend radio is about like the housing market in parts of the country. As radio stations went up for sale and corporations bolstered their holdings to look more attractive to investors, I believe many overpaid for stations. Just like the $250,000 home now worth $175,000, radio struggles with debt service.

Radio has always been on the edge of the financial cliff looking over the edge. When you consider all the Federal regulations back before 1980, when you had to have licensed operators on duty at all hours, guaranteed a certain amount of news, etc., and paid so dearly for broadcast equipment, there were plenty of radio stations hurting then as well.

Radio is not all doom and gloom. There are people making it and successful stations. There's quite a few. If you play smart, are careful and never give up, you can get there. There are many businesses in the same place radio is. It has always been like that. There are more losers than winners...just a fact of life.

Radio is a business where you get where you are going by being at the right place at the right time. The more folks you know and the more on top of what's happening you are, the better your chances of being at the right place at the right time. It is much less about experience and ability. For example, I was a terrible DJ in Eagle Pass Texas. I was so bad I was hired for the 2 to 6am shift at a station in Bryan/College Station. A few days after starting, the 6 to 10pm DJ called the Program Director to say he was sick. I was standing by the Program Director and he said he wanted me to cover the shift. About an hour before the shift ended, the General Manager calls me to ask if I would come in for the 6 to 10am shift the next morning. I did. By the time the shift ended, we had a new Program Director. At the 10am Staff Meeting, I was put on Morning Drive and made the Music Director, possibly because I would do anything they told me to do and not fight the Program Director to do what I wanted. So, I went from overnights to morning drive and Music Director overnight by being at the right place at the right time. It was not my experience as I was the worst of the lot...I was simply the solution when a choice had to be made on the spot.

 

[Chuck]

Can you elaborate on what a "pre-sold" show is? Is it sponsored for the hour (or timeframe) by one sponsor?

If you come to a station with new sponsors for your show that would result in positive cash flow for the station, then you stand a better chance of getting their interest. This would be especially true in smaller markets where the numbers simply aren't as big. Although many small market stations are partially a labor of love on the part of their owners, they would prefer not to go broke in the process. It is a business after all, but it is hard to argue with an employee who makes money for the station...

 

[bturner]

I think Chuck nailed it: "Labor of Love". For those of us in radio it is the love of radio versus our paycheck that is the deciding factor. My previous boss came from banking and he was always amazed at how passionate people in the business were about radio. He said it was off the scale compared to other businesses.

You should visit some stations and coordinate a defined plan of what you'd like to do.

I've always felt selling radio advertising was pretty easy compared to a tangible object. I saw it as selling a person on their imagination versus trying to create a need for a specific object. Radio advertising, so many times, is an intangible, even when it comes to results. My Dad managed a bookstore at one time and never knew if the ads were working but he noticed when he advertised his sales were up but he had no clue as to who those 'radio' customers were or what made them visit the store and buy. He knew he needed advertising but could never determine how it worked for him or why...it just did.

 

[bakedflounder]

You should visit some stations and coordinate a defined plan of what you'd like to do.

Do you know how to arrange something like this?

 

[mic_check]

Jeezus, not another one of these. Dude, find another line of work.

 

[LibertyNT]

Jeezus, not another one of these. Dude, find another line of work.

Why should he?
I say anyone should be allowed to find their dream career.
Hell I'm not into radio for the money...

 

[bturner]

One of the best ways is to just pop in at stations. Lots of General Managers are out on the streets selling during the day but frequently stop by the station. Likely the best time would be late afternoon, say, after 4.

You could make a list by visiting any of the radio station directories on line. Quite a few have a website. Perhaps a call to the local Chamber of Commerce might be a good idea. Many times you can get the lay of the land from them. They might suggest a station or two.

Back before the internet I'd listen to stations and simply stop by those I liked, literally going to a gas station or convenience store to ask directions.

Most of the time whoever you see will be happy to show you around and talk about the station. To be blunt, if the act paranoid or tight lipped, I'd cross them from the list because such stations tend to not be very good places to work.

 

[bakedflounder]

UPDATE: I contacted the station manger of that small station outside of DFW I spoke about in my first post. I had first written a thoughtful email explaining my willingness to volunteer. I outlined my skills and assured him I was not wasting his time. I even offered a time-frame commitment in the email. I gave a follow up call today. He was very nice and polite, but stated that due to automation, there is really no need for an intern anymore. Functions that used to require a live body, now are done by computer.

On to plan B.

 

[Jay Walker]

Hi Baked...
I sent you a PM to check out and a couple of thoughts on the steps you need to take to hit your goal.
Your sales experience is the "key" to the front door. There are not many radio stations who are not looking for sales people, in radio they're called "Account Executives". As a "AE" once you get a foot in the door then you have a shot at learning how this business works. There is a lot more to the industry than you may be aware of..
Best regards

Jay Walker

 

[KERCAlum]

UPDATE: I contacted the station manger of that small station outside of DFW I spoke about in my first post. I had first written a thoughtful email explaining my willingness to volunteer. I outlined my skills and assured him I was not wasting his time. I even offered a time-frame commitment in the email. I gave a follow up call today. He was very nice and polite, but stated that due to automation, there is really no need for an intern anymore. Functions that used to require a live body, now are done by computer.

On to plan B.

And that's going to be the problem with a lot of small-market radio stations, automation. Buying a system is cheaper than hiring an on-air staff or even board ops. Heck, you could probably program a pretty decent playlist from your 16gb iPod these days (that's about as many songs as most stations have on their playlists, it seems). And now that computers and MP3 files are all the rage (as opposed to cart machines back in the day), automation is a lot cheaper than it used to be.

Cleburne might be one place you could try - 92.1 FM still sounds like it's got live jocks, and they reach into D/FW (they have studios at Sundance Square), and they sell into the Metroplex as well as the Cleburne/Stephenville area. So there might be a pretty large territory to attack, and a skillful account executive might be able to make a dent. Plus, if you expressed your interest in learning how to board op (how good is your voice? Can you DJ?), the GM would be getting two for the price of one, so to speak. (And if you sold enough to pay your annual salary, he might just keep you. )