Is this the Future of Radio?

[nfladxer]

While I'm generally a positive person, reading through the industry sites today, I couldn't help but notice this on All Access: "CUMULUS Country WKDF/NASHVILLE afternoon personality DAVE MYERS will be exiting the station after TODAY’S (10/26) show. PD MARTY McFLY is looking for a replacement with at least five years of on-air experience. THE POSITION IS PARTTIME! Huh? A major Country FM ON-AIR shift in NASHVILLE - Part Time - how sad! It really shouldn't surprise me, here in Jacksonville, two major FM stations share two on air personalities for four on-air shifts, so, what would have been four full time on air positions just a few years ago, is now two. I realize the top performing companies are very bottom line oriented, especially due to the economy, but, IMHO, Radio is trending in exactly the wrong direction! Terrestrial radio is promoting it's own slow, painful demise! Satellite Radio and Pandora, among others, should be quite happy!

 

[TheBigA]

Satellite Radio and Pandora, among others, should be quite happy!

Tell me all the full time personalities on Pandora. None. Most of the people who work at Sirius are also part time. They VT a show in an hour, and go to their next gig. Even if you do a radio show in real time, it's only four hours. How is that a full time gig?

Is this the future of radio? Maybe. What it means to the on-air folks is they have more time to do other gigs. Maybe voice commercials, VT for an out-of-town station, do TV, or other jobs that utilize their talent. It's not just radio. There's a movement in this country to get away from the traditional full time job with benefits.

 

[nfladxer]

Satellite Radio and Pandora, among others, should be quite happy!

Tell me all the full time personalities on Pandora. None. Most of the people who work at Sirius are also part time. They VT a show in an hour, and go to their next gig. Even if you do a radio show in real time, it's only four hours. How is that a full time gig?

Is this the future of radio? Maybe. What it means to the on-air folks is they have more time to do other gigs. Maybe voice commercials, VT for an out-of-town station, do TV, or other jobs that utilize their talent. It's not just radio. There's a movement in this country to get away from the traditional full time job with benefits.

BigA, I think you might have missed my point. I realize Pandora has NO jocks, and I included Satellite radio, not as a comparison to how they utilize the air talent (full time vs part time) but, because terrestrial radio's continued de-emphasis on real talent, IMO, is helping drive listeners AWAY from local radio. Yes, I agree, that multi-tasking IS the norm now, no problem with that, but in a market the size of Nashville, and being THE capital of Country music, a part time position for Afternoon Drive on a major FM station seems rather odd, or is that just Cumulus!

 

[TheBigA]

terrestrial radio's continued de-emphasis on real talent, IMO, is helping drive listeners AWAY from local radio.

But that's not true. The facts show that the only reason why listeners leave radio is when the music stops and the DJ starts talking. The other factor is certain formats are no longer available. But when DJs start talking, listeners leave. The other point I'd make is listeners don;t care if a DJ is full time or part time. So the employment status of a DJ has nothing to do with listeners staying or leaving a radio station.

 

[nfladxer]

terrestrial radio's continued de-emphasis on real talent, IMO, is helping drive listeners AWAY from local radio.

But that's not true. The facts show that the only reason why listeners leave radio is when the music stops and the DJ starts talking. The other factor is certain formats are no longer available. But when DJs start talking, listeners leave. The other point I'd make is listeners don;t care if a DJ is full time or part time. So the employment status of a DJ has nothing to do with listeners staying or leaving a radio station.

Thank you for making me realize just how unimportant the last 35 years of my professional life was! I know you're a smart cookie, or think you are. I've seen your postings, I mostly respect what I've read. Let's hope you're not a consultant advising your clients to kill off the all unimportant radio personality, we don't want the public to suffer anymore than necessary! We now return to your regularly scheduled PPM survey! ...And the hits just keep on coming!

 

[TheBigA]

Let's hope you're not a consultant advising your clients to kill off the all unimportant radio personality, we don't want the public to suffer anymore than necessary!

I don't think I've said they should be killed off. But not every format needs full time announcers for 4 hour airshifts. If making the DJ part-time ensures they're still hiring local staff, then part time is better than no time. Right?

 

[tomservo]

I think BigA is right. But don't take it personally, because it's not the jock banter that's driving people away... It's the fact that corporate radio only lets a jock talk at any length right before a commercial break.

Listeners aren't stupid; they learn that talk = commercials imminent.

Maybe if jocks were allowed more creative freedom in between songs and allowed to be individuals again, we'd find that tune out would be lower when the mic is cracked.

 

[TheBigA]

Maybe if jocks were allowed more creative freedom in between songs and allowed to be individuals again, we'd find that tune out would be lower when the mic is cracked.

Maybe? In my business, we don't say "maybe." We either know, or find out. And we know that "creative freedom" is another word for self-indulgence. Which means it's a tune out. That applies to interviews too. We did a test using a major superstar interview, and it didn't matter. Listeners still tuned out.

And it has nothing to do with "corporate radio." This was originally discovered back in the 60s. That's why the best known DJs at the big Top 40 stations like WABC and KHJ had to limit their talk to :10 a break. How much creative freedom did the jocks get at Big Ape?

 

[nfladxer]

Just for the record, I'm not here to argue or take it personally. Some very logical points have been made. I guess I wouldn't have been so shocked that a Country station in Palatka was looking to hire a part-timer for afternoons, but Nashville? That got my attention! Anyone who has worked Top 40 or CHR Radio over the past 40 years knows that "tight and bright" has always been the rule! And there's no doubt that many Country formats are now more CHR in style than ever before. While research has become essential, and managers, at all levels, want to make the correct and "logical" decisions, radio, whether it be music radio or talk radio, is still heavily driven by "emotion", I hope those at the wheel don't lose sight of that! I fell in love with radio because I liked what Cousin Brucie, Joey Reynolds, Dan Ingram, Jack Armstrong, and so many others, had to say, and how they said it, as much as I liked the music. Seems to me that radio shouldn't be heading in a direction that could abandon a concept that made radio so special, that's all!

 

[TheBigA]

I guess I wouldn't have been so shocked that a Country station in Palatka was looking to hire a part-timer for afternoons, but Nashville?

Just for context, there are four country music stations in Nashville.

 

[Goat Rodeo Cowboy]

I guess I wouldn't have been so shocked that a Country station in Palatka was looking to hire a part-timer for afternoons, but Nashville? That got my attention!

Let me offer you another way of looking that the evidence you presented. Out in Palatka you may have to offer a talented person full time work to get the talented person.

In Nashville is it possible that some of the most talented people are glad to have a part-time gig so they can devote the rest of their day to things that might give them their big break. Song writing. Doing live music in a bar somewhere at night.

Remember, this is no longer the day of people with lives that operate like "I Love Lucy" and "Father Knows Best" and "Ozzie and Harriet". My kids (now grown) do not operated on the schedules of life that I did years ago. I treasured the regulated life with predictable events. My radio programs were predictable. Listened to by people who lived on the "gerbil wheel" of a predictable life.

Radio today is "not your father's Oldsmobile!"

 

[tomservo]

Maybe if jocks were allowed more creative freedom in between songs and allowed to be individuals again, we'd find that tune out would be lower when the mic is cracked.

Maybe? In my business, we don't say "maybe." We either know, or find out. And we know that "creative freedom" is another word for self-indulgence. Which means it's a tune out. That applies to interviews too. We did a test using a major superstar interview, and it didn't matter. Listeners still tuned out.

And it has nothing to do with "corporate radio." This was originally discovered back in the 60s. That's why the best known DJs at the big Top 40 stations like WABC and KHJ had to limit their talk to :10 a break. How much creative freedom did the jocks get at Big Ape?

I've heard that all my life, but there continue to be exceptions to that rule. I've heard a ton of talk from these syndicated shows that are all the rage now, like Delilah (yeeeeeech), Ryan Seacrest and John Tesh. They have segments of non-music programming and I can't help but think that if those informational segments or celebutard interviews were turn off material, they wouldn't do them.

I can understand restricting someone with little talent for relating with the audience to ten seconds, but some folks can apparently pull off more. Why not nurture that ability?

(And to keep it towards topic, you can't really relate when you're a recorded segment that was done eight hours ago.)

 

[TheBigA]

I can understand restricting someone with little talent for relating with the audience to ten seconds, but some folks can apparently pull off more. Why not nurture that ability?

It takes a lot more talent to relate in ten seconds than to do it in a minute. I think we should nurture THAT ability, rather than nurture self indulgence. You don't have PPMs in North Florida yet, but when you get them, you'll be able to see minute by minute breakouts of audience behavior. It will show you in the clearest way possible what causes listeners to change the station. And regardless of where the talk is, either between songs or going into a stopset, it generally leads to tuneout. And in radio, that's not what you want.

 

[nfladxer]

Just presenting my opinion, boys! Tough crowd! Hey, there's nothing wrong with part time on air work, I've done it in the past, and may very well consider it in the future, in the right situation. It just seems unusual that a major Country FM station, (Arbitron lists WKDF as the Number One Country station in Nashville), would be looking for a part timer on a daily Drive shift, when they could more easily afford, and need, a full time, dedicated, passionate broadcaster to contribute to, maintain, and grow the brand! Seems to me the full timer would be more focused. Just because a station in Palatka may want, or need, a talented person, the fact is, they may not be in a position to afford more than one "full time" on air personality, if even that, in today's world, so, if they want to fill more than one shift "live and local", I could certainly see that station considering a part timer for a weekday shift - that's perfectly understandable. There are only so many advertising dollars to go around in Palatka, versus Nashville, versus Houston, and that dictates salaries! I'm sure anyone with any knowledge in this business realizes that's why an on-air talent should expect a relatively good wage in Nashville, and BETTER bucks in Houston, on a top rated station! Have a good night, and a great cume!

 

[nfladxer]

Maybe if jocks were allowed more creative freedom in between songs and allowed to be individuals again, we'd find that tune out would be lower when the mic is cracked.

Maybe? In my business, we don't say "maybe." We either know, or find out. And we know that "creative freedom" is another word for self-indulgence. Which means it's a tune out. That applies to interviews too. We did a test using a major superstar interview, and it didn't matter. Listeners still tuned out.

And it has nothing to do with "corporate radio." This was originally discovered back in the 60s. That's why the best known DJs at the big Top 40 stations like WABC and KHJ had to limit their talk to :10 a break. How much creative freedom did the jocks get at Big Ape?

I've heard that all my life, but there continue to be exceptions to that rule. I've heard a ton of talk from these syndicated shows that are all the rage now, like Delilah (yeeeeeech), Ryan Seacrest and John Tesh. They have segments of non-music programming and I can't help but think that if those informational segments or celebutard interviews were turn off material, they wouldn't do them.

I can understand restricting someone with little talent for relating with the audience to ten seconds, but some folks can apparently pull off more. Why not nurture that ability?

(And to keep it towards topic, you can't really relate when you're a recorded segment that was done eight hours ago.)

Jacksonville, FL is a PPM market!

 

[nfladxer]

I can understand restricting someone with little talent for relating with the audience to ten seconds, but some folks can apparently pull off more. Why not nurture that ability?

It takes a lot more talent to relate in ten seconds than to do it in a minute. I think we should nurture THAT ability, rather than nurture self indulgence. You don't have PPMs in North Florida yet, but when you get them, you'll be able to see minute by minute breakouts of audience behavior. It will show you in the clearest way possible what causes listeners to change the station. And regardless of where the talk is, either between songs or going into a stopset, it generally leads to tuneout. And in radio, that's not what you want.

Sorry, my previous reply inadvertently got tied to the wrong post! While the conversation has taken a turn, (nothing wrong with that), just wanted to point out that, in Northeast Florida, Jacksonville, FL., is a PPM market. And, yes, creating compelling content, and/or impact, WITH brevity, IS a talent!

 

[Groove1670]

With the creation of new technology, not having a full time on air DJ in some markets is a good argument. One with true talent can VT a shift and sound live.

We had a former major market talent in one market that did our midday shift, and was also a shift police officer. He lived in the community, and VT was not a factor. We needed a midday announcer, he wanted to be part of the station, it worked out great.

My peeve is having talent from out of market (V/T), and knows nothing about the community.

Economics plays a key in smaller markets. With Power, tower rent ,insurance, maintenance, music fees, and unexpected costs (yes it is expensive for small markets) I see a full time doing on air work, production, possibly traffic too.

I know some markets where the sales rep voicetracks a shift also. Why not, if they sell to clients, why not talk to the listeners too. They also do production.

With more expenses, more competition, and changes in the industry. Radio will never be like it was 10,15...30 years ago.

 

[nfladxer]

I've been On-Air in several different formats, both live and voice tracked, full time and part time. I realize that there are good arguments, and circumstances, where it makes sense to utilize part time talent, or out of market talent VT'ers, for what used to be full time weekday air shifts. My original thought was how surprised I was that the leading Country station in Nashville, Tennessee was going to replace the exiting afternoon talent with a part timer. I found it troubing and somewhat perplexing that a top rated station, for whatever reason, was going to replace a full timer (I assume he was full time) with a part timer, for such a key shift in a market the size of Nashville, Music City, USA! Of course, the management at WKDF has every right to decide what's best for the station, and the bottom line. They might want to broker the morning show, maybe VT all the shifts, etc. Hopefully not! I realize the average listener may not realize or care how the voice on the radio happens. But, I think local talent, with real, long term knowledge in a particular market, offers any station a tremendous advantage.

 

[TheBigA]

My original thought was how surprised I was that the leading Country station in Nashville, Tennessee was going to replace the exiting afternoon talent with a part timer.

I believe the reason the previous afternoon talent was full time was because he also was MD. This new part timer would be strictly talent, with someone else taking on the MD role.

 

[Tibbs4]

There are three FM country stations in Nashville, proper. Two owned by Crums. One by CC. Combined shares equal about 15. Probably better to not discuss boring ad revenue here, but this over saturation of the format (based purely upon ego that you must have a country format in Music City) seriously dilutes the revenues and combined with the cost cutting mandates from these corporations, you get these cuts. There is a point where this logic is not the smartest decision for maximizing ad buys and revenues, but it is consistent with what most large corporations have been doing in most of the top markets.


PPM information has to be applied properly and sadly, it has not been with a few major decisions in the country format in Nashville.