> > As for the stations who never do local programming, never
> > air a weather emergency announcement, run illegal power at
>
> > night...etc. They should have their licenses revoked and
> > clear the dial for those of us who are still doing those
> > things and glad to be in the business.
>
>
>
> I could not have said this better myself, and it reflects my
> sentiments exactly.
>
> Much has been said lately about the death of radio, and I
> just flat disagree. Only those stations which deserve to
> die, will actually kick the bucket. Those who decry the
> death of radio are usually those LEAST qualified to make
> such a diagnosis. I personally believe that those folks,
> like Art and myself, who derive their livelihoods from local
> radio, are the most qualified to diagnose the condition of
> our business.
>
> A major problem in our industry is the pessimism introduced
> by many Wall Street analysts. Well, Wall Street analysts do
> not run my stations...I do. Problem is, Wall Street simply
> doesn't understand the broadcasting business. And what's the
> first thing you do when you don't understand something? You
> generally go on the attack. Every time I read a negative
> comment by a bean-counter in a trade publication, I toss it
> in the garbage heap and roll my eyes. A plumber can't
> diagnose a heart condition, because plumbers do not
> understand medicine. The same analogy basically applies to
> Wall Street analysts attempting to diagnose the death of
> radio. Broadcasting is a business which still, by and large,
> must be run with passion. Bean-counters have no passion.
>
> If you want to guage the health of an industry, ask a
> cross-section of those served by the industry. If you are
> truly convinced that radio is dying, I'd encourage you to
> visit my top ten advertising clients. Tell them you think
> they should stop wasting their money on a dying cause. Then,
> see how long it takes you to get an education about the
> health of the broadcating business. And why will you be set
> straight, real quick? Because radio advertising truly
> benefits their businesses. Period.
>
> If you still aren't convinced that the radio business is
> plenty healthy, stop by our local high school and tell them
> you are taking away the station that covers their basketball
> and football games. After all, radio is a dying industry.
> Rather than getting an education, as you did with my
> advertisers, you'll probably actually get a butt-whipping
> when you try to tell the football team their games aren't
> going to be broadcast on Friday nights. Their parents,
> grandparents, and cousins listen and depend on our coverage.
> Period.
>
> I make this long-winded speech to say simply that radio
> works, provided it is executed correctly. Just like any
> other business, it depends upon hard work and good
> management. Whether you are talking about radio stations or
> flower shops, success only results from people doing things
> right. There are bad operators in every industry, and radio
> is no exception. However, as a whole, radio is very much a
> viable medium. Stations which truly serve their communities
> will remain viable so long as they continue being relevant
> to their audience and advertisers. And that's all I got to
> say about that.
>
I have been in the business almost 30 years and am as qualified as you, sir, to opine on the health of the business. My small market radio experience is extensive; I understand the business quite well.
There is a whole generation of kids who do not even know that AM radio exists.....how do you plan to bring these kids into your audience? High school football?? There is some interest there, but is that going to compell 24/7 interest in your station? What else do you have in your bag of programming tricks?
Where is the talent entertaining enough to attract listeners? Do you have the budget to hire them? If you bill $10-35K monthly, like most local operators, you do not! So do you voice track, or run Jones, or hire the hare lip from the gas station who tells great Dolly Parton jokes?(Gotta admit...he's probably the most entertaining)
25 minutes/hr commercials....all "dollar a holler".....and you don't understand advertising well enough to make the spot effective for your client.
And you sell advertising but do not believe in it enough to BUY advertising for YOUR station.
The same stale music heard on every other station in America.
These are just a few of the reasons why radio is dying and there are only a few stations truely innovating.Most of those stations ARE local....but most local radio is terrible! And major market stations, considering the money spent, are even worse.
If your only benchmark for "good operator" is "profitable operation" then you will not understand. Profits ARE the goal here but you must do what's necessary to keep your "money machine" proftable.
Radio programming is, simply put, "showbiz" and very few people who operate stations get that concept. It MUST be entertaining, it MUST be compelling, it MUST attract people's interest, if it is to be viable.
> > air a weather emergency announcement, run illegal power at
>
> > night...etc. They should have their licenses revoked and
> > clear the dial for those of us who are still doing those
> > things and glad to be in the business.
>
>
>
> I could not have said this better myself, and it reflects my
> sentiments exactly.
>
> Much has been said lately about the death of radio, and I
> just flat disagree. Only those stations which deserve to
> die, will actually kick the bucket. Those who decry the
> death of radio are usually those LEAST qualified to make
> such a diagnosis. I personally believe that those folks,
> like Art and myself, who derive their livelihoods from local
> radio, are the most qualified to diagnose the condition of
> our business.
>
> A major problem in our industry is the pessimism introduced
> by many Wall Street analysts. Well, Wall Street analysts do
> not run my stations...I do. Problem is, Wall Street simply
> doesn't understand the broadcasting business. And what's the
> first thing you do when you don't understand something? You
> generally go on the attack. Every time I read a negative
> comment by a bean-counter in a trade publication, I toss it
> in the garbage heap and roll my eyes. A plumber can't
> diagnose a heart condition, because plumbers do not
> understand medicine. The same analogy basically applies to
> Wall Street analysts attempting to diagnose the death of
> radio. Broadcasting is a business which still, by and large,
> must be run with passion. Bean-counters have no passion.
>
> If you want to guage the health of an industry, ask a
> cross-section of those served by the industry. If you are
> truly convinced that radio is dying, I'd encourage you to
> visit my top ten advertising clients. Tell them you think
> they should stop wasting their money on a dying cause. Then,
> see how long it takes you to get an education about the
> health of the broadcating business. And why will you be set
> straight, real quick? Because radio advertising truly
> benefits their businesses. Period.
>
> If you still aren't convinced that the radio business is
> plenty healthy, stop by our local high school and tell them
> you are taking away the station that covers their basketball
> and football games. After all, radio is a dying industry.
> Rather than getting an education, as you did with my
> advertisers, you'll probably actually get a butt-whipping
> when you try to tell the football team their games aren't
> going to be broadcast on Friday nights. Their parents,
> grandparents, and cousins listen and depend on our coverage.
> Period.
>
> I make this long-winded speech to say simply that radio
> works, provided it is executed correctly. Just like any
> other business, it depends upon hard work and good
> management. Whether you are talking about radio stations or
> flower shops, success only results from people doing things
> right. There are bad operators in every industry, and radio
> is no exception. However, as a whole, radio is very much a
> viable medium. Stations which truly serve their communities
> will remain viable so long as they continue being relevant
> to their audience and advertisers. And that's all I got to
> say about that.
>
I have been in the business almost 30 years and am as qualified as you, sir, to opine on the health of the business. My small market radio experience is extensive; I understand the business quite well.
There is a whole generation of kids who do not even know that AM radio exists.....how do you plan to bring these kids into your audience? High school football?? There is some interest there, but is that going to compell 24/7 interest in your station? What else do you have in your bag of programming tricks?
Where is the talent entertaining enough to attract listeners? Do you have the budget to hire them? If you bill $10-35K monthly, like most local operators, you do not! So do you voice track, or run Jones, or hire the hare lip from the gas station who tells great Dolly Parton jokes?(Gotta admit...he's probably the most entertaining)
25 minutes/hr commercials....all "dollar a holler".....and you don't understand advertising well enough to make the spot effective for your client.
And you sell advertising but do not believe in it enough to BUY advertising for YOUR station.
The same stale music heard on every other station in America.
These are just a few of the reasons why radio is dying and there are only a few stations truely innovating.Most of those stations ARE local....but most local radio is terrible! And major market stations, considering the money spent, are even worse.
If your only benchmark for "good operator" is "profitable operation" then you will not understand. Profits ARE the goal here but you must do what's necessary to keep your "money machine" proftable.
Radio programming is, simply put, "showbiz" and very few people who operate stations get that concept. It MUST be entertaining, it MUST be compelling, it MUST attract people's interest, if it is to be viable.