Why anyone would want to get into radio is beyond me. I have no idea why I started down this path in 1976 and continue to help radio stations to this day! To think of all the idiot owners and sales managers I’ve known over the years as well as “would-be DJ’s”, music programmers, and staff writers makes my head spin! Not that I’m an expert in any of these areas mind you, not at all. That’s just the point, I’ll tell you I’m not an expert, and I use my gut feelings in situations to figure things out or hire someone that knows what I need and can get it done. Meanwhile, the experts I’ve known ramble on for hours telling you how great they are but never really get anything done. If you ever bump into one of these guys or gals, TURN AND RUN!!
The industry is filled with owners that don’t know squat about engineering, programming, promotions, music selection, etc. Most of them have wallets so tight that you can't dynamite the thing open. Others think they are supermen or women that do everything themselves then blame the extremely small and overworked staff if something goes wrong. Then there are the owners that are still doing the same thing they've done for 40 years and that their fathers did before that. Still others refuse to pay for talent or engineering and wonder why they can't make a dime but they still believe their shopping show will save them.
Then you have the sales manager, year after year dragging out the same old tired promotions package and tries to sell it. And you gotta love the sales manager that thinks a shopping show is the best way to make money for their clients. Or better yet, the owner that is also the sales manager that can do no wrong and refuses to listen to their staff.
You've also gotta love the person that comes along and sells the owners a line of crap to get a job. I remember one time at a radio station I was working at, the owners fired the GM and brought in this kid (the crap seller) to run the place. The station was a startup AOR format and was doing ok considering its size and the market it was in. Heck, it was even making money! The kid decided to pull the format and go with CHR, the same format that four other radio stations with much more power in the area were running. Needless to say, I left and so did most of the staff. The station fell into hard times and later the bank took it over. Funny, but he said he was an expert!
These are only some of the many reasons why small local radio stations stay small or die off all together. If I’m depressing you, sorry. You’re probably setting there wondering why I’m telling you all the bad points of radio instead of selling you on all the good points. I guess it’s because I’m showing you just how bad it is out there in radio land and what to look out for so you don't make the same mistakes or get into a rut!
So, what exactly makes a great radio station anyway? The trick to really good radio is simple. Be 180 degrees different than the other guys in the market. Ok, ok… easier said than done, yes. And there is more to it than that, but that’s really it in a nutshell. Heck, it's one of the things that made CKLW the biggest station in the US back in the late 60's / early 70's, and it was located in Canada! Seriously though, I’ve seen 2,500 watt radio stations kicking the living crap out of 50,000 watters, so I know it can be done. Heck even I’ve done it, and I’m no expert!
You will have fun times ahead, trust me. Some of the most colorful characters I can remember I’ve met in radio. Some of the best times I’ve had, have been in radio. Designing and building radio stations has always been extremely fun and challenging to me. No one radio station is exactly alike, that’s for sure. Just remember a couple of things.
I’ve seen a lot after being involved for +35 years in radio, some good, some bad. But I’ve made the best of it either way.
The industry is filled with owners that don’t know squat about engineering, programming, promotions, music selection, etc. Most of them have wallets so tight that you can't dynamite the thing open. Others think they are supermen or women that do everything themselves then blame the extremely small and overworked staff if something goes wrong. Then there are the owners that are still doing the same thing they've done for 40 years and that their fathers did before that. Still others refuse to pay for talent or engineering and wonder why they can't make a dime but they still believe their shopping show will save them.
Then you have the sales manager, year after year dragging out the same old tired promotions package and tries to sell it. And you gotta love the sales manager that thinks a shopping show is the best way to make money for their clients. Or better yet, the owner that is also the sales manager that can do no wrong and refuses to listen to their staff.
You've also gotta love the person that comes along and sells the owners a line of crap to get a job. I remember one time at a radio station I was working at, the owners fired the GM and brought in this kid (the crap seller) to run the place. The station was a startup AOR format and was doing ok considering its size and the market it was in. Heck, it was even making money! The kid decided to pull the format and go with CHR, the same format that four other radio stations with much more power in the area were running. Needless to say, I left and so did most of the staff. The station fell into hard times and later the bank took it over. Funny, but he said he was an expert!
These are only some of the many reasons why small local radio stations stay small or die off all together. If I’m depressing you, sorry. You’re probably setting there wondering why I’m telling you all the bad points of radio instead of selling you on all the good points. I guess it’s because I’m showing you just how bad it is out there in radio land and what to look out for so you don't make the same mistakes or get into a rut!
So, what exactly makes a great radio station anyway? The trick to really good radio is simple. Be 180 degrees different than the other guys in the market. Ok, ok… easier said than done, yes. And there is more to it than that, but that’s really it in a nutshell. Heck, it's one of the things that made CKLW the biggest station in the US back in the late 60's / early 70's, and it was located in Canada! Seriously though, I’ve seen 2,500 watt radio stations kicking the living crap out of 50,000 watters, so I know it can be done. Heck even I’ve done it, and I’m no expert!
You will have fun times ahead, trust me. Some of the most colorful characters I can remember I’ve met in radio. Some of the best times I’ve had, have been in radio. Designing and building radio stations has always been extremely fun and challenging to me. No one radio station is exactly alike, that’s for sure. Just remember a couple of things.
- Hire good people; never lie to them, trust them and they will make you money.
- Never hire anyone that says they’re an expert.
- Try to be at least 180 degrees different than the other stations in your market.
- Never lie or mislead an advertiser. Be up front and explain what you see you can do for them.
- And last, just use good ol’ common sense when dealing with people and you’ll go a long way.
I’ve seen a lot after being involved for +35 years in radio, some good, some bad. But I’ve made the best of it either way.