I recently found myself in two uncomfortable situations. First, I was invited to be a guest on a podcast where the host wanted to discuss my time working in radio. Ironically, on the same day, I was scheduled to speak to a group of radio students at an HBCU about the role of a radio program director. My immediate thought was: OK, you cannot be negative in these conversations. You cannot talk badly about radio.
Now, let me take some of the edge off that thought—I don’t hate radio. But radio isn’t what it used to be.
Both conversations started the same way, which didn’t help my discomfort. The host and moderator opened with a rundown of my career—stations, markets, and corporate stints. To be clear, I have no issues with any place I’ve worked in radio. Each experience had its highs and challenges. Years ago, in Pat Riley’s book The Winner Within, I read, “Never demean your time in the trenches.” So, I celebrate every stop in my career.
After reflecting on both conversations, I realized what I dislike most about radio today: talking about the “good old days.” I love catching up with old friends from radio and records, reminiscing about promotions, dinners, concerts, and conventions. But when the conversation shifts to “it’s not what it used to be” (insert sad emoji here), it trails off, leaving you regretting that you went there.
I know, I know—some may think I’m jaded and hating on radio. And while I have my moments (insert shaking head emoji), my passion for the audience and the community that urban radio serves always kicks in. The questions from the host, moderator, and students made it easier to present a brighter outlook on radio. It may not always be obvious, but I still love radio. Even with the competition from countless other content platforms, I remain excited about what radio can be.
Radio still commands a tremendous weekly audience. However, as revenue became not just a priority but a corporate dictate, the demand for sponsorship opportunities from programmers clashed with branding goals. The role of the brand manager lost its shine. Fortunately for current and aspiring programmers, we’re in a content-driven world—and that should be the focus.
Content is key—on-air, across social media, on your website, and in your station’s app. Repurposing and creating exclusive content for all platforms is what kept radio fun for me and rekindled my passion for programming. When artists came to the station for interviews, they also participated in additional content for our other outlets. We curated events that generated even more content opportunities. This experience fuels my work on my podcast network today, finding and sharing engaging moments in the form of audio, video, and graphics across various social platforms, which provides a great deal of satisfaction and visibility.
For students aspiring to be program directors, my advice is simple: First, focus on your audience. Then, meet them where they are. Embrace all social platforms—not just YouTube, Instagram, Facebook, TikTok, and X, but also emerging platforms like BlueSky and Fanbase. This advice applies to current program directors as well.
And I would be remiss if I didn’t address AI. Keeping up with content demands can be overwhelming, but AI can be a powerful tool. Be excited about it. Learn it. Understand it. Use it. Challenge it. Just don’t fear or ignore it.
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Ken Johnson is an Urban/Hip-Hop columnist for Barrett Media. Born and raised in Washington DC, his career experiences include serving as VP of Urban formats for Cumulus Media, holding the Director of Urban Programming post at ABC Radio Networks, and programming stations in Birmingham, Boston, Philadelphia, and New York City. He has also managed affiliate relations for the Nick Cannon show, and worked as the Executive Producer of The Hughley Truth Podcast hosted by comedian DL Hughley. Ken currently runs Mean Ole Lion Media, a content creation company and podcast network. He can be reached by email at ken@kenjohnsonmedia.com.
