At this time of the year, I like to look back at the goals I set personally and professionally, and plan for the new year ahead. In many ways, I’ve envied those in sales over programming. You have a number to hit, an actual number. The same exists for those in podcasting and streaming. Real numbers. But those who live in a Nielsen ratings world know we’re at the mercy of the sample.
I spent some time early this year working with a morning show that was very frustrated with what they were seeing in the ratings. They are a great show. I told them that they did not have a content problem, they had a Nielsen problem. I advised them to keep doing things exactly like they were and sooner or later they would see the results they wanted. Last week, they were finally #1 in their target demo.
If you are judging your success in 2025, the worst measure of that could be “the ratings”. I would ask instead, “did I make a difference?”
Broadcasting has dramatically changed over the past 20 years in radio and TV. Revenue has dropped forcing management to downsize staffs. All of us have either been told our position has been eliminated or seen co-workers pack up and move on. You may have asked yourself “why me” or “why NOT me” during that period of time.
In most cases (not all), those who avoid the RIF are those who make a difference. You control your own destiny more than you may think.
As you reflect back on 2025, I’d like to ask you to consider these questions.
#1 – Has my show (or station) gotten better this year? Don’t think about ratings, has the product improved? Have you innovated? Is your content more authentic? Can you honestly say you did things to improve your work? Have you reached out to others for new ideas or attended industry conferences (like Barrett Media’s Audio Summit in 2026) to hear new viewpoints for growth?
#2 – Have you been more collaborative with sales this year? There is less spot revenue in media, but there is digital and podcast growth. How have you helped your sales department grow revenue? Social media revenue can be additive not only to a talent’s income, but also to the sellers. I work with a talent on a show who was a wrestling fan. He took that avenue to increase followers tenfold by going after that audience even though the radio show he is a part of has nothing to do with wrestling.
#3 – Did you step up and do more to help your organization? Often times volunteering to help with another show or station is a huge help to the bottom line. Instead of asking “what extra money will you give me to do that?” just jumping in to help is memorable. Often times, doing more turns into a learning experience to foster career growth.
#4 – Did you do more to increase the bond with your listeners? Whether it involved personal appearances or simply responding to questions or comments on social media, little things can grow your bond with your audience. I firmly believe, those who interact with stations or talent are more likely to interact with Nielsen.
#5 – Have you been a good partner to your co-workers? I’m not saying you need to buy everyone in the office lunch, but often times taking the time to hear about someone’s misfortune or life victory is a win. Just like you need to ask yourself “what’s in it for the listener?” when doing a radio show, when you’re walking the halls, make it about the other person, not yourself.
These are simple reminders that we serve our shareholders, listeners, advertisers and co-workers. When you can look back at the end of the year and say “yes, I made a difference” you’ll know you had a very good year, regardless of what the ratings say.
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Jim Ryan is a Music Radio columnist for Barrett Media. In addition, he runs Jim Ryan Media LLC, a consulting company which assists major market radio brands and top talent including national radio personality Delilah. Prior to relaunching his consultancy in 2025, Jim spent 15 years with Audacy/CBS Radio, serving as SVP of Programming. Among his responsibilities included programming WNEW-FM and WCBS-FM. His career includes additional programming stops in Los Angeles, San Francisco, and Houston. Jim was voted the #2 PD of 2024 in Barrett Media’s Top 20 series in the AC category. He can be reached by email at Jim@JimRyanMedia.com.
