This used to be the career path to becoming a radio talk show host: You were a jock or morning show host who either aged out or just wanted to do anything else than play more Taylor Swift records. You could be a writer with a blog who wants to be on the radio. You are a news human or board operator wanting to get a shot. How do you get that chance?
I am going to explain how it used to be. These examples are most likely more unusual than common. You could con the Program Director to give you a weekend show (I did that). You could charm the powers that be into getting a fill-in opportunity for an ill or vacationing host (I did that). Or you could make that move to a faraway place to get a hosting gig (I did that).
When I was a producer in the early moments of my career, I would make sure that every on-air moment counted. I would say something that added to the show, I was not scared to play the fool or rile up the host, and I made every moment count. I made a place for myself in the show. Lots of radio hosts have carried out this strategy successfully.
I waited for my chance. Out of necessity, I showed much patience and grace. I was that guy who was at the radio station in every free moment. I was often booted out of the station by my first Program Director. This is not how it is done anymore. In the mushrooming of available media, there are more avenues than ever to be a “content” creator.
I often get calls from friends, acquaintances, and frenemies for tips on how to become a radio talk show host. Today, you must do it yourself more than any time before us. You also have more opportunities to show your intellect, talent, and skills. There are ways to “prove your worth.”
If you are an aspiring radio talk show host, start a podcast. You can do this on YouTube with just your cell phone’s camera. You can opine, entertain, and inform to your heart’s content.
I have seen many poorly produced YouTube videos. You need show biz. Take a shower, dress up a bit, get a table or desk to get behind. Have some amazing backdrops on your set. Books are good. Makes you look smart, even if you are not that bright. Have a painting or poster in the background. Dress it up a bit.
YouTube is visual. There are approximately 1 billion videos on YouTube. There is usually some strong visual component. If you are interested in basketball and there are 10 videos to choose from on Lebron James, which one are you choosing? Probably the introduction with the greatest visual appeal. TikTok & Instagram are built on short visuals.
Content: you must let the viewer or listener know your opinion on the issue. “Lebron is the greatest basketball player ever, he would dominate the 70s, 80s, and 90s because those players sucked.” There are people who will agree with you completely and others who would think that you are an idiot.
It is a reasonable, yet provocative opinion. This will bring many more videos. I can’t tell you how many times I see videos or podcasts that just don’t have a point. They will not have many views. Evaluate the whole video.
Program Directors/Brand Managers don’t have time to give you tips. They are running sometimes multiple stations. Asking a stranger for a critique is rude. It is terrible. I had an employee from years ago. He is a nice enough guy. He will send me clips from his podcast asking me to give him advice. No! It’s not that I am mean or don’t like the guy, I have limited time. Every Program Director knows exactly what I am saying.
Let’s talk about social media. Do you have followers? The amount of X, Facebook, Instagram, Twitter and/or YouTube followers prove that you can probably drive an audience to you. When you work at a radio station, you are the beneficiary of a brand. That brand may be great or poor, but you are benefiting from that brand.
When you build it yourself, it is on you. You have proved that are marketable commodity. Check out Jillz Foods on seemingly every social media channel. I have known Jill a little bit for years. She has figured out the social media space. She built her channels from nothing, competing against millions of competitors. You must do the same.
When you arrive at a radio station, you could appeal to a wide and local radio audience. About 90% of Americans listen to radio every week. Local TV stations must be green with envy.
Nothing is handed to us in this world. Even if you come from a very wealthy family, you must earn your place. Build your brand from the ground up. Study what is successful on the platform of your choice.
I have a warning about schtick. I hear a lot of radio shows, social media posts, and videos built on inside jokes and humor without substance. Start with substance and let the humor develop.
Peter Thiele is a weekly news/talk radio columnist for Barrett Media, and an experienced news/talk radio programmer. He currently serves as News/Talk Format Captain for Zimmer Communications. Prior to joining Zimmer, Peter held programming positions in New York City, San Francisco, Des Moines, Little Rock, Greenville, Hunstville, and Joplin. Peter has also worked as a host, account executive and producer in Minneapolis, and San Antonio. He can be found on Twitter at @PeterThiele.
