I'm not here to defend/criticize Mo's situation.
I'm looking up at 30,000 feet — having to defend my 20-year (now over) radio career to my peers who all thought radio was stupid. The same peers who seemed to love the product in the 1990s, yet somehow by 2005 all hated it. And I doubt folders of burned CDs are 100% to blame.
In literally
every other business (restaurants, hotels, freaking
aerospace), the business leaders don't look at the customers (or in the case of radio, the commodity) walking out the door, shrug, and say, "Guess we'll just make a lot of cuts."
There has been ZERO serious creativity in 25 years to try to rejuvenate/re-excite the radio audience.
There has been ZERO serious creativity in 25 years to try to discover new sources of revenue from the radio audience.
Voicetracking is NOT creative. It's not innovative. Lazy in 2005 and lazy twenty years later.
Syndication is NOT creative. It's cheap. It just exploited radio's version of the "TV network affiliate" model. Can't fault 'em for doing something that makes money. But it also makes the station easily replaceable. (Like a beloved local sandwich shop becoming a Blimpie's franchise.)
VT and Syndication. Those are the only TWO arrows the business could muster to pull out of its quiver? In 25 years???
What I hear:
Radio was never competitive. It can only exist within a government monopoly.
And once you step away, it's obvious to look back at a distance and see why:
Radio has always been given a guaranteed audience. The FCC bestowed a small monopoly on a station owner. And they were given a share of all the bored drivers. Radio strategy was about winning over listeners from a competitor, not about the existential question about "why would a listener want to listen to us at all." Sheer boredom and monopoly guaranteed they'd come back eventually.
Real businesses need to survive the headwinds of competition. They get no government license. They either make money or die. And they get pretty darn creative and innovative and survival. And that's why there are some great businesses out there.
What you're saying is that radio gets a big government shield from competition. And it's a bit breezy because
listeners now have choice = radio is dead.
Stop a minute and consider that. It kinda makes my point. Radio owners need to get off their outdated asses and start being innovative
like EVERY OTHER BUSINESS IN THE COUNTRY.
--
Fast forward to '96. A bunch of Wall Street jackasses started running up huge debt. All the
revenue went into paying debt service instead of programming. And they spent the next 30 years cutting their way to failure, rather than using the revenue to be innovative (like they were when the '50s gave way to the '60s, the '60s into the '70s, the '70s into the '80s...).
Nope. Radio today is basically the same watered-down absolutely uninteresting garbage pile it was in 2005 when my friends all stopped listening to FM. (Which I might add was 5+ years BEFORE the smartphone). It's being programmed like it's still 1996, except without a 1996 staff.
Radio. Killed. Itself.
Period. And without its FCC audience monopoly, it would've died a whole lot sooner.
I commend Robin Bertolucci for saying "NO" for all those years to terrible ideas that would have killed off KFI sooner. Realizing that Limbaugh was toxic to anyone under (at the time) age 40. Spotting Conway and eventually grooming him to take over afternoon drive. Leaning into general talk, rather than partisan talk. If she'd had access to an FM, I think it would've done even better.
The only thing I wish IHM had aggressively let her and KFI do was put the audio (and maybe even studio video) onto all the streaming platforms. Twitch TV. YouTube Live. Instagram Live. Have the station rolling 24/7 and monetize the audience in every place. Evolve KFI from a radio station into the go-to southern California 24/7 live stream.
(By the way, most live-streamers generate revenue from direct viewer payments. Something KFI could do if it wasn't strangled by IHM's 1970s vision! One of countless revenue ideas new-school programmers could try, if radio were actually
creative like it was before 1996.)
Instead, I get to see Wall Street (or in IHM's case, private equity) jackasses cut their way to failure. Trash a perfectly good business.
(
Radio companies blame listeners for not tuning in. I'm sorry, but the entire business world outside radio sees that as entitled childishness.)