By Joe Benson – (8/13/09)-
(Note: Directed towards Radio Ink’s Eric Rhoad’s demand for leadership in radio)
As usual in a blog setting, I see the passion and emotion, the second guessing, “it’s the playlist, stupid”, and “the rich magazine publisher” comment about leadership.
I see the frustration, anger, and the bitterness too.
The support for what Eric writes is palpable and great cheerleading.
What is missing here?
That’s right. Leadership.
Rancorous “breaking the rules” is a publisher’s art for thought, “in a cosmos far, far away.”
As one who has been on both sides of this pasture fence, I am amazed at how no one has hit the problem at its very core…
Not one. Not even Eric.
No one has answered a thing.
They’ve emotionally opined about the “what is” about Wall Street and the investment bankers, but failed to say one positive thing about the smaller markets where “life goes on”– and there are some notable exceptions “to the rule.”
There are successes. There are miserable failures. But so far, there isn’t a guess about how to solve these problems, and worse– no seeing that when the economy straightens out, how things WON’T change.
The cow is out of the barn.
This won’t be about zombies walking out of the bomb shelter after a horrific nuclear battle that destroys planet Earth, and all will be green again.
No, the ownership won’t be going back “to the way it was.” Why would they? To see it all happen again? They saw it coming, people, and still hit the wall head on.
And it can … and will … happen again.
It’s not about playlists, or rotations, or lousy jocks talking too much. It’s not about PPM or gleeful Wall Streeters throwing bad money after bad for the heck of it.
It’s not about breaking the rules to get yourself fired, let alone causing more mistrust of those whose job it is to MAKE MONEY.
It’s a BUSINESS, people.
Believe me, they don’t want rule breakers. They want people who can collectively do the one thing that “jocks” don’t want to do … and I’m sure Eric’s friends in the business will tell you (Roy Williams, for one), that’s …
TO MAKE MONEY.
Next, the novel thing to do will be this:
Get the “talent” to sell themselves.
Let them go out, hit the streets and see what’s it’s like to do more than push buttons and yak because “I’m a star.”
No, let the talent (and there are many that do so), realize that YOU are a business … as is the radio station.
Not necessarily “brokered radio”– we know what that does. That’s a sellout in too many cases.
But outside the major markets, the top 50 or so … the jocks should go with sales people, or just themselves, and learn what the radio BUSINESS is all about.
It’s about putting money on your table and for the Boss Man.
Pure and simple. $ell yourself.
The days of razzle dazzle pot turners or fader pushers, button poppers and intro crackin’ jocks are over. Syndication, “Prime Choice” and regional “fill in” now take care of that.
Your value, as a leader, will be to quit complaining about how it “sucks” … and lead by example.
The next person who walks into a GM’s office and says, “I can sell this … because I can sell me” wins. Make a deal on the split revenues and you’ll be a rich man or woman.
“But I hate to sell s**t.”
My point, exactly.
When you find out what it is that people depend on to help THEIR business and how it’s done, you’ll understand that it’s not about (sorry) you.
It’s about THEM.
I’d take a group of people who I could pay a decent salary, have them be responsible for their share of providing “part” of that salary … not just with their dulcet tones … and bring in some results.
Do that six times a day, including all nights, incidentally.
I remember a guy at WCCO in Minneapolis (Franklin Hobbs) who made a LIVING out of splitting revenues with the station, and made a damn good living in a time no one would normally listen.
Yeah, I know … 50,000 watts, clear channel on 8-3-0, I know … but there’s an idea in there, and I think it will be the idea for the future.
It’s how YOU do, not just how you sound.
The leaders we look for is us. And not by breaking the rules, it’s about forging new and better ones.
Its how Paul Harvey often said, “I am grateful for those who put their money where my mouth is.”
Talent, you see, is not just what you say, but how you profit from it.
Radio is about making money. Entertaining and informing the unwashed masses is just a part of it. Ratings don’t pay bills.
Money does.
$ell yourself … as you do to an audience. $ell yourself to the people who really make you a success.
The people who sign your checks.
Now, that’s leadership.
* * *
Author’s Note:
I met Lauren, as so many have, the dedicated ASU student and friend of radio in 2007. Since then, I’ve watched, listened and learned about not only the community she loves, but the industry that she deservedly is a part. Our business needs Lauren as a participant and as a listener. She “gets it.”
PhoenixAirchecks.com is her labor of love and it says a lot not only for Phoenix, but for radio all over this nation. Lauren, congratulations on your FIRST anniversary with PhoenixAirchecks.com. Those portrayed here are grateful to you, as I am.
Warmly,
Joe Benson
Paso Robles, CA
