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Layoffs have become a frequent part of our industry. It’s almost guaranteed that the fourth quarter each year will include the loss of quality people inside radio and television companies. Though it’s unfortunate and sad, when the bottom line shrinks, reducing expenses is required. Businesses can’t function if the cost of running them exceeds what they take in.
Most executives don’t enjoy taking away jobs from good people. They don’t like negative attention surrounding their organization or reminding the business world that their revenue performance is lagging. But it’s what you have to deal with when you run a company. As a former programmer turned business owner myself, I know the challenges. Each year, I examine our business, and have to decide how we’re going to approach the upcoming year. It’s easy to invest in more writers and events when others invest in you. If they don’t though, tough choices have to be made.
When a company decides to make cuts, how their leadership handles them speaks volumes about their character. Human beings are affected in this process. They are more than a line item on a document. Expecting to be treated honestly, and fairly, especially those who have given years of service to a company is the least a person should expect when receiving the news that the position they love is being eliminated.
Last week, that situation unfolded in Philadelphia. Beasley Media began laying off employees. Among the affected was Andre Gardner, a longtime radio veteran who’s been an integral part of the Philadelphia radio scene. Gardner was hosting afternoons on 102.9 WMGK, and had been a valued member of the radio station since 2002. Prior to arriving in the city of brotherly love, Gardner spent nearly a decade in New York City. He’s a pro with a proven track record, and he’s established great relationships with co-workers, competitors, advertisers, and listeners.
The news was delivered to Andre on Thursday night. Beasley Media could have elected to not allow him a final show, treating it like a standard business decision. But when someone helps build your business and connect your community for over two decades, the right thing to do is give them a chance to say goodbye. The audience you’re hoping will continue listening is there because the individual losing their job helped keep them on the dial. If the individual is professional, and the relationship between the company and employee is sound, everyone should be able to agree on an exit strategy. It’s how you make the best of a bad situation.
Some managers disagree with this approach. They don’t see the upside in giving a soon to be ex-employee a final show. The business cap gets put on, and they think about what’s best for the company moving forward. What they fail to recognize in these moments is how much damage can be done to a brand by not displaying appreciation and empathy. Listeners aren’t stupid. Neither are advertisers who’ve committed dollars to the host and daypart for years. Showing both that you value them by giving an individual a proper send off is the right thing to do. It puts you in a stronger position to retain loyalty.
That doesn’t mean every employee deserves this type of treatment. How a baseball team handles a hall of fame pitcher walking off the mound for the final time is different from a rookie who got a few outs. It’s no different in radio. Time invested, impact created, trust, and relationships, all factor into these decisions.
Is there a risk in letting someone host a final show after informing them you’re laying them off? Of course. Gardner could’ve gone rogue on WMGK and said damaging things about the company and his co-workers. But this is where knowing the individual and the situation comes into play. If Gardner wants to work elsewhere, he’s not going to jeopardize himself by operating that way. Secondly, if you talk to anyone in Philadelphia who’s been around him, you’d know that’s not his style. He’s well liked, and highly regarded.
That’s why it was easy for Beasley and it’s management team to trust him. Besides, in today’s digital climate, if Gardner wanted to go scorched earth, he could easily log on to a social media platform, and speak his mind. Chances are a local media outlet would pick it up, and relay it back to the entire market. That approach though guarantees a loss of respect and dollars, as it’d likely affect any type of severance package.
Losing a valuable employee who has spent decades representing a brand is hard enough. Why piss off local listeners, advertisers, and the individual you’ve trusted to occupy your airwaves by denying a final show? It also creates unnecessary stress for the local management team. The wins are much higher doing what Beasley Media did than taking the opposite approach.
WMGK allowed Gardner to be transparent with the audience, and showed him trust and respect on his final day. By operating that way, the radio station is less likely to deal with an audience revolt. Some listeners may elect to tune out for a short period out of loyalty to Andre, but if they’re a true fan of the brand, they’ll likely return.
People understand that the media industry is economically challenged. They may not like the news, but if the host and audience are shown the proper respect by giving both sides a chance to say thank you and goodbye, they’ll forgive. If a brand though disrespects the listener by denying their friend on the radio one final show, it leaves a sour taste in their mouth. It tells the audience the corporate company lacks compassion, and doesn’t care. Leaders can take that approach if they desire, just don’t be surprised when the audience you’ve built shrinks worse than your bottom line.
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Quick Hits:
#1 – I applaud Shan Shariff and RJ Choppy for not backing down to Dallas Cowboys owner Jerry Jones last week on 105.3 The Fan. The way Jones conducted himself was bush league. Suggesting that he’d replace the hosts with broadcasters who’d ask more favorable questions was embarrassing for a man who’s been otherwise candid throughout his career. If Jones did do that, it’d frame him in the worst way possible with his fanbase. It’d also kill any credibility the next host has when interviewing him.
Jones does not pay the talent on The Fan, but can choose to air his team’s games on another radio station in the future. I’m sure Audacy Dallas executives don’t want that. However, you can’t have a team owner insulting the audience’s intelligence, disrespecting the talent, and positioning your outlet as a shill for the franchise.
The way this should play out, Jones appears this week on the show, apologizes for losing his cool, explains that he was frustrated after the Lions loss, and Shan and RJ thank Jerry for the increased attention. Dave Greene did a nice job laying it out in his latest column.
#2 – Barrett Media is adding Assistant Editors for our Music Radio and Sports Media coverage. I’ve spoken to twenty people in the past two weeks about our Sports opening, and have a few more lined up this week too. After I finish the Sports process, I’m planning to dive into our Music Radio opening. We are three months into our move into covering music radio, and have plans to grow in 2025 and beyond. Those passionate about music radio, experienced in the business, connected across the industry, and excited by our brand’s coverage are encouraged to submit resumes and writing samples to Jason@BarrettMedia.com.
#3 – Some things just feel right. John Sterling calling a New York Yankees World Series in his final season in the booth is one of them. Sterling sounded fantastic last week calling the Yankees-Guardians series. The bigger the moment, the better he broadcasted. With the Dodgers set to face the Bronx Bombers, it means Sterling gets to work one final series opposite his former on-air partner, Dodgers broadcaster Charley Steiner. The baseball gods understood this was how it should be, and the only ones happier are TV network executives who are expecting big ratings from the 2024 World Series.
#4 – Nice work by Front Office Sports on pointing out some huge issues with Tom Brady‘s owner’s agreement with the Las Vegas Raiders. In the deal, it states that Brady is restricted from criticizing teams/referees, can’t enter team facilities, isn’t allowed to attend practices, isn’t permitted to join pregame production meetings with teams or players either in person or virtually, and is subject to the league’s gambling and tampering policies.
How is Brady supposed to execute his duties and improve as FOX’s lead NFL analyst if he’s unable to do those things? Many believe Tom won’t be in his current position in 3-4 years. With $375 million invested in him, FOX deserves its lead analyst to be fully committed to the position. Brady has done a nice job so far, but FOX isn’t significantly better with him in the booth. His profile is much larger than Greg Olson’s but if he’s limited in what he can do for each week’s game, it’s going to force FOX to reevaluate in the future.
#5 – If you want to watch great television, watch Bill Belichick break down plays on Inside The NFL. It’s outstanding. Belichick showing how the 49ers had opportunities but screwed up in the Super Bowl vs. the Chiefs last year was fantastic.
#6 – I was stunned last week to find the Mets-Dodgers game on FS1 rather than FOX. If the game conflicted with another sporting event or Presidential debate, I’d understand. But making the Masked Singer the priority was silly. FS1 did likely expose its programming to more sports fans, which is a positive for the channel. The MLB playoffs though deserve to be seen by the most amount of people on the channels they watch most frequently.
#7 – Fox News anchor Bret Baier demonstrated why he is a superb interviewer last week. He stayed focused on facts, open ended questions, and anticipated the answers. The result of his preparation produced one of the more candid conversations with Kamala Harris. Many loved and disliked the conversation based on their political views, I simply appreciated Baier’s strategy and execution. Learning afterwards of what transpired behind the scenes provided a reminder of why broadcasters must be ready for anything. It’s why Fox trusts Baier with the biggest names in the biggest spots.
Jason Barrett is the President and Founder of Barrett Media since the company was created in September 2015. Prior to its arrival, JB served as a sports radio programmer, launching brands such as 95.7 The Game in San Francisco, and 101 ESPN in St. Louis. He also spent time programming SportsTalk 950 in Philadelphia, 590 The Fan KFNS in St. Louis, and ESPN 1340/1390 in Poughkeepsie, NY. Jason also worked on-air and behind the scenes in local radio at 101.5 WPDH, WTBQ 1110AM, and WPYX 106.5. He also spent two years on the national stage, producing radio shows for ESPN Radio in Bristol, CT. Among them included the Dan Patrick Show, and GameNight.
You can find JB on Twitter @SportsRadioPD. He’s also reachable by email at Jason@BarrettMedia.com.
