-
Choosing The Right Resources
January 31, 2023
Have an opinion? Add your comment below. -
I recently had a conversation with one of my colleagues about the current consultant he is working with. Very much “the usual suspect.” Overpaid, 60+, white male who hasn’t been on the front line in over 2 decades. The kind of consultant who just lays out the old school schtick, breaks out the old school manual, and say’s things like, “It’s always been done this way,” or “That’s just the way it is.” Then it’s followed up by an old radio story from over 30 years ago (that you’ve heard several times) and it’s finished by, “And that’s how we were #1 in the market consistently for over 5 years in a row.” That’s a good 45 minutes of your life you’ll never get back. But’s it’s the typical story.
I can’t tell you the number of columns and features I go through looking for new, fresh, compelling content from consultants in the industry, only to find the same old recycled columns, features, books, prep etc. that we’ve been seeing for the last 20 years. They come from an arsenal of old materials that have been lying around for years. My favorites are the ones who still claim to “know what women want.” Um, sorry, but no you don’t! The fact that you even use that in your schtick makes you sound as outdated as you are.
And it’s not just radio consultants. It’s radio managers, and people in positions of power when it comes to programming, content and strategy, radio prep services and radio panelists and “experts.” Let’s be clear, I am not talking about Market Managers, Sales Managers, Marketing and Promotional managers, because that aspect of the industry is definitely improving when it comes to gender equality. I am talking about anyone who has anything to do with radio coaching, content and strategy. There are little to NO women in these positions, and with consolidation and lack of opportunity, it’s only getting worse.
I honestly don’t know what its going to take to make the radio industry understand that we can no longer survive without the advent of diversity in all aspects of the business, and I’m not just referring to gender. Why are all the decision makers in the industry still JUST “the usual suspects?” Why are all the consultants in the industry still JUST the “usual suspects? Why are all the featured interviews and panelists at important events still JUST the usual suspects? Don’t get me wrong, a few of them bring to the table knowledge that can be useful when finding and developing talent and strategy. But EVERYTHING about radio has changed, and ignoring that fact is detrimental to growth. So if these guys aren’t able to change with the times, accept the differences and need for diversity, and truly change the way they lead and/or manage and promote or hire within the industry, WE ARE DONE.
Program Director and PM Drive Host for iHeartradio’s Country WNOE/New Orleans, Casey Carter, said it best in this week’s “Women to Watch.” When it comes to engaging, growing, and creating loyalty among a younger audience, “It goes back to eliminating the sentence ‘that’s the way we’ve always done it.’ Gen Z doesn’t do things the way Millennials do. Millennials don’t do things the way Gen Xers do. And so on… so why should we as an industry? Being and staying relevant will always be key, but not being afraid of bobbing and swerving and trying different things is just as important. Above all, don’t lose focus. If you’re targeting a radio station for Gen Z, don’t do Gen X stuff, and vice versa.”
The problem with this industry is that we’re still working with the Baby Boomer Generation and its mentality. How is this going to help any talent or any brand grow and expand? The key is investing in the right resources and that means changing the leadership and adding diversity in every aspect. And let’s face it, most companies aren’t investing in anything right now except the old GRANDFATHERED in “usual suspects.” So, most talent whether it’s a PD, On Air talent, Podcaster, Promotions and marketing Director etc., are having to spend their own money investing in the future of their careers. That’s not a bad thing in the bigger picture, unless you are investing in the “usual suspects,” “usual prep services, ““usual agents” and “usual conventions.”
While it’s important to invest in the “right now,” the industry changes daily, and it’s just as important to invest in the “future.” And you can’t do that if you (and the industry) are living and working in the past. Do your research, think carefully about what you spend your money on, and how much you spend on your investments.
Do you know how many third parties and “usual suspects” are living large in amazing cities with big houses, nice cars, vacations and paying (or paid) good money for their kids to go to great colleges? And most of these people are living off the success they achieved years ago, not recently, while most radio people are struggling to make ends meet, doing three or four different jobs for the salary of one, and just looking for good health insurance, a 401k and a way to pay the bills?
So, if you are investing in your own future, make sure you are looking for coaches who are still relevant, who are still on the frontlines, who understand PPM strategy and how to get ratings in this day and age, and most importantly who understand that in order for the radio business to survive, we have to grow a younger audience and keep them engaged. And in order to do that, managers and leaders have to speak their language, hire them in positions of power (when qualified) and be open to learning from them as well.
That means doing your research on everything you choose to invest in when it comes to your future. Consultants, conventions, prep services, coaches, content creators, brand marketers…I could go on and on. It’s okay to go with seasoned professionals, as long as they aren’t phoning it in with their arsenals from the good ole days, and as long as they understand how to be and stay relevant. Make sure they speak the language, and their success is recent. But do me (and yourself) a favor first. Do some research on professionals who check most of the boxes when it comes to Diversity, Equity and Inclusion as well. You might find a better candidate that can not only provide fresh creativity, amazing leadership skills and experience, but who will also help take your career to the next level, while leading the industry into the mentality of Millennials and Gen Z, two generations we should have embraced a long time ago. It’s the only way to save a dying industry, sadly, one that is cannibalizing itself.
-
-