Tis the season that people are being separated from their radio employment. If you are currently employed as a News Talk or Sports Talk host, there is something that you can do to protect your job.
The paradigm has changed. You can no longer live in ignorance over the billing assigned to your show. If you work for one of the larger companies that has debt, the bean counters are looking for things that lose the company money. Your job is a gift from your employer. There was a time when hosts did their work, and the sales department sold. The sales department and programming department had separate floors and rarely interacted unless it was for an endorsement lunch. Even the hand off for copy was rarely direct. I know a lot of hosts who love it that way. Ok crew, those days are gone. I will be giving you a game plan.
Find out how much your show is billing. Ask the Market President about the ROI (Return on Investment). Is it four times the investment they make in your show? What is that number?
Next, here is the follow-up: what is the minimum ROI demanded by the company’s leadership? That is a tough question to ask, but you need to know the answer, TODAY!
Let’s say that that ROI Number required is four times their investment. If you are anywhere near that minimum ROI, it is time for you to aggressively act. Your Market President wants and needs your show to succeed. The sales department wants the same thing. If your current ROI is 4.3 times expenses (and your company’s figure is 4 times expenses), consider your employment in jeopardy.
There is no more patience. I would ask your Market President about how you can assist in helping the sales department. If you are a morning show host, be dressed for success. Be available to go on sales calls every day after your show. Ask for a meeting with the Market President and General Sales Manager. Ask them for a day or two a week so that you can go on sales calls with a wonderful Account Executive.
You must be the catalyst. You must be the aggressor in this relationship. Ask for a schedule with a specific AE. Then, you must be the squeaky wheel. If you want to remain employed doing what you are meant to do, tell your Market President that you want to increase your ROI to two times the minimum ROI required by your company. This is 100% on you. I get it, we want to be the stars. We want to be good guys. That is no longer acceptable.
You need to be the Market President of your show. We are all in charge of our futures. I wrote about this a while ago. Have you accepted regular raises? Is your show’s billing down 3%? The person making the decision on your show’s future does not know you. This person only sees you as an expense. All expenses are based on revenue. We all have had to tighten our belts at some point. What do you do? The person making the cuts does not know how much charity work you do for your community. Even if they knew, THEY DON’T CARE! It’s all about the money.
P. Diddy doesn’t seem like all that good of a guy, but his song on money is true…
Ok, should you ask to renegotiate your contract? I think that is something that you should seriously consider. If you have been at your station for a while, think of yourself at risk. You must consider everything. I can tell you that the bean counters are looking at everything. The accountants are not considering market size. They don’t care about your ratings. They just don’t. It’s all about the return on investment.
Do you love your job? I guarantee you that everyone who has been downsized in the past 6 months loved their job. For many of our friends, it is really the only thing that they can do. Walking into a studio alone like a gunfighter waiting for a duel in the old west. The on-air shift is a soul bearing exercise that is your personal identity. Have you thought of what you would do if your radio job was eliminated? Think that through.
I hate to be so negative and that is not the purpose of this column. I want you to know what it will take to keep doing your show. I want to let you know that your destiny is in your hands. You can keep doing this. You are valuable and needed. The business of our industry is changing.
Right now, digital is gaining in use for advertisers. It is easily verifiable that 2,000 people saw an advertisement graphic. The data does not necessarily show an accurate look at effectiveness of the copy. That on-line ad does not build an emotional connection to the product or service. Influencers like you create HUGE marketing success. How often do you stop by to see station clients? You can literally do that every day. Visit and thank a client. Ask for a selfie and toss it up on social media. If the client is not utilizing endorsement spots, tell them that you would love to endorse them.
Ok, this article was not my usual salt and light. Go win and be that great radio story.
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Peter Thiele is a weekly news/talk radio columnist for Barrett Media, and an experienced news/talk radio programmer. He recently served as program director for WHO/KXNO in Des Moines, IA. Prior to that role he held programming positions in New York City, San Francisco, 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.
