Back in 2001 we started with a simple tool that killed on air content "voice tracking" , later came the P.D Jobs, Pds got "promoted" to program 2 or 3 radio stations, Engeeiner jobs cut, I.T Jobs cut, GMS got "promoted" to run several markets, one promotion department overseeing 6 stations, Aes jobs cut, one production person for 6 stations, promotion vehicles rusted with dead batterys etc etc...
1. Voice tracking is a new name for an old practice. Back in the 70's I "voice tracked" all but mornings on the #1 and #2 music stations in a top 20 market with a gain in share! Some formats and stations were "voice tracked" way back in the mid to late 60's.
2. Engineering was cut when the FCC reduced the need for 1st ticket holders at many directional and high power AMs. Then, with gear that was increasingly reliable, one engineer could handle many stations.
3. New production tools, ranging from ProTools on down, it became easier and easier to produce spots.
4. Clients found remotes to be less than useful and they died off considerably. Then, with the Internet, the thrill of seeing a station at a car dealer wore thin.
5. With better music scheduling, voice tracking, and other improvements a good PD could do several stations. Since, in the past, a company could not have more than 2 per market, we did not see cases in the US. Back in the 60's I was PD of 15 radio stations... all were at the top of their format and leaders in their markets. In one market I had 9 stations. I delegated some tasks to a "chief of announcers" on each one. That was common practice at groups that had 5 or 6 station or more in a market back then.
6. Clients don't like to have multiple people from one company calling on them. So if you have 6 stations, you send one seller, not 6.
Many families had to face this type of turmoil for years while company's kept making excuses to fire radio people and to make more money. It takes about 2 million dollars per year to run a station like KILT fully staffed so don't tell me is not corporate greed.
Every industry going through changes has that happen.
KILT spends the first $4 to $5 million on sales commissions, agency commissions and rep commissions. Music licensing is close to $1 million alone. I could go on, but stations like that, when lucky, convert 40% to local cash flow. Then there are corporate expenses, ranging from management to FCC attorney fees. And on, and on, and on.
For any company firing people should always be a last resort if you’re looking to save money because it has a negative impact on your business. I really doubt Randall Mays or John Hogan are crying about the milions they made....
Poor David Field must be having a hard time going to bed in at his 12 million dollar mansion in Pennsylvania.....
And his father had to use his own capital to keep the company alive. It's that bad out there.
By the way, if a football or baseball or basketball player or singer or TV show host can make tens to hundreds of millions in annual income, then isn't it fair that the best of the best in business and industry also get compensated? While there may be some that get more than they deserve... and David Field is, I believe, one of them, good managers and executives are hard to find.
Right now, with revenue below the level needed to cover costs at nearly every radio station in the US... and maybe the world... staff and promotion are the first to go. You can't move to a cheaper building or tower site without initial capital and payment for unexpired leases. You can't cut electricity, insurance, music licensing, maintenance, and other fixed expenses. So you cut the things that you can, just to survive.