Backing Into The Future

Can 2009 Take Us One Step Closer To Reality?

As we continue to wind down 2008, I don't think anyone could argue that it's been an exceptional year. We have our first African-American President elect ... Barack Obama ... a troubled economy and more highly skilled and talented professionals out of work than at any time in recent history.

It's also clear that in spite of the obstacles, some of us grew during the past year. We learned some things. A few of us got some accomplishments under our belts. Now there are great challenges ahead. Our ultimate vision of this brave new world just around the corner should be one in which we see an opportunity to grow and improve -- not just carve up profits, yielding winners and losers.

The past is behind us. Hopefully, it taught us something useful to help us build a better station -- a better tomorrow. But it must not color our view of the future. Many industries took a beating this year, Meanwhile, the radio and record industries had (and continues to have) issues of their own. Consolidation in the radio and music industries is real. Layoffs are real. Personnel moves are real. Missed sales targets are real. Lowered profits are real.

But rather than look back upon 2008 negatively, we would do well to look ahead positively to 2009. Although the same issues remain in our path, we've learned from our experiences of 2008. We know that we will have to become better at our jobs, do more with less, develop confidence and think of ways to overcome challenges.

Where does confidence for a brighter future necessary to overcome challenges come from? From meeting with peers and sharing ideas, pearls of wisdom lifted from each other's individual experiences. It will come from the elite in the industry, gathering to discuss the issues. It will come from shared ideas in conferences such as The Conclave and Arbitron's Urban PD Clinic. It will come from these editorials, as well as conversations and exchanges. Lessons will be learned, solutions will be formulated and goals laid out for a productive and successful 2009. Here are some thoughts on some of the things we can do to improve, stay ahead of the curve and have a better chance to stay employed.

Many people fantasize about changing careers, but few actually follow through on that decision. Let's face it, our industries offer addictive careers. These days, though, a lot of people, especially those with families, don't have many choices. Maybe they see their days in the radio and music industries as numbered and they figure they'd better start planning now. Or maybe they already have been hit by a layoff.

Making a choice, whether voluntary or forced, can be particularly tricky for those who have been in one field for many years. Typically, they don't even know the answers to some of the most basic questions: What kind of job am I suited for if I leave my industry? What kind of work is available out there? Here are a couple of secrets on finding answers and making the career change process less traumatic:

Next Steps

The first step is to assess yourself and what you're looking for or what you're willing to accept. For some it's often the first time in life that they can consider what they want to do rather than what they need to do. More and more job seekers are hiring career coaches for help in identifying new fields and applying for new jobs. These advisers often have an advanced degree in counseling, human resources or psychology and typically charge about $100 an hour. Some companies offer this service as part of a severance package.

Counselors say working with a professional can keep you focused and upbeat. A lot of people don't do this work without deadlines and someone helping them.

Job counselors typically begin the process by interviewing clients about their interests and by administering tests to identify natural aptitudes and potential fields of work. Outsiders may also give you more objective counsel than family and close friends.

If you've already left a job, working for a temporary staffing company or even working part-time is an option. A temporary or part-time job in your field is a way to "put a toe in the water."

Take particular care if you are thinking about starting a new business, particularly if it's your first. Don't leave your day job without a business plan and enough cash for living expenses. This applies especially to consulting, which a lot of former programmers attempt to do.

If you're fortunate enough to still have a job, while you're employed, look for ways to improve your skills and, if you're a programmer, try to get your station lean and on top. Naturally, you will be then expected to keep it there. The problem is, chances are your GM may not have a choice in the matter of your employment and may ask you to assume additional duties and responsibilities. You've got to understand -- they've got pressure, too. The problem is that this extra pressure directly affects the morale and the state of the station.

Something else that affects the state of the station is predictions. The fact is you need to be realistic, especially about how long it takes for something innovative or clever to reflect in the ratings. Whether your market is still measured by the diary or you've crossed over into "Arbitron's promised land" of PPM, don't overestimate your listeners' intelligence or underestimate their awareness. The game has changed. In 2009 great programming may net you a turn in the batter's box, but it won't necessarily guarantee you a hit. You should try to become a cross between an indispensable specialist and a calculated risk-taker. In other words, always try for a home run, but at least get on base. Next year's management will have far less tolerance for those who strike out.

Word!