First thing I tell a student from ABS or any broadcast school. ..GET A DEGREE! The first thing I tell a RTF student from a college or university CHANGE YOUR DEGREE AND DON'T MAKE IT BUSINESS. Why? The future of radio is dismal, and getting more bleak with each changing season. Too many business degreed people from the 80's economy thinking have screwed it over. Its not just radio either but a pulverized victim of it. Invest, Invest, and without trying something, thinking creatively and differently from others,and striving to be unique, they get into a rut,kick up mud and are stuck , The hole is getting wider. So to show progress on paper, they cut staff, and show a profit, plus lose any asset they had in their staff to help get them out of the hole. So many cuts and you'll hit an artery and bleed to death. As long as those on top "got theirs",who cares about the those on the bottom, who worked their rumps off to get the top "theirs". So narrow in focus are todays business "leaders"<sic> and radio is a reflection of it. They rather stare at a computer screen on their 4th level office ,associate with their own kind in the business,rely on on some other companies survey which can be flawed, and manipulated( and often are), as oppose to getting out on the street visiting a mall before it shuts down,going to a fast food joint,a park, and meeting people , REAL people ( no reflection on the old tv show) and LISTENING THEM NOT THE RESEARCHERS to find out why they will not listen to your station,and what they would like to see done.
Too much work I know. After all that would mean you would have to get out of your cushy chair in a 4th level office overlooking a view of downtown, and shut your computer off. face it..you got soft, and that is the first eveidence of why your station sucks.
So those entering radio forthe first time..GET AN EDUCATION IN THE SCHOOLS ,GET A DEGREE, HAVE A PLAN A,B,AND C. radio has lost its way,and you can ill afford to be one of the missing.
