If you read the trades and the commentariat (me included), you know that one of the big issues is the next generation. Radio seems more concerned compared to other media, even local TV and newspapers, both of which are in serious trouble.
We know the reasons: young people use other sources of audio entertainment, they still think they can be stars on TV, and for some, the lure of “journalism” means they’ll break an important story by speaking “truth to power.” It must be that that’s a bigger deal than doing middays or selling in a mid-size radio market.
This semester is the first time I’ve taught a full course in over 30 years. Here at Western Kentucky University, I’ve been teaching Broadcast Communication 360, Research and Programming for Electronic Media. I hope you’ll agree that I know the research side pretty well after 40 years in the business, and for programming, I introduced the group to a lot of great people.
Because of my links in the business, the outside presenters were top-heavy to radio, but my view is that if you can program radio, you can work in any medium. There are former radio people in all parts of media, but we can all name people from other media who flamed out in radio.
Most of my group of 14 students is finishing up their undergraduate academic time this semester (I won’t use the term “academic career” because it makes it sound like a job; it isn’t). Most don’t know what they’ll be doing when their time is up.
They’ve learned a lot of production techniques, as WKU is big on that. What they didn’t know much about was the business — and by the business, I’m referring to the media business in general, not just radio. How does it work? Where does the money come from? What are the issues today? What will be the issues tomorrow? I require them to read trade press (their choice of which medium), and we spend time at the start of each class talking about the news.
They’ve heard from some good people. If you had a class that included visits — either by Zoom or in person — with the following folks, would you think it was worthwhile? How about Fred Jacobs, Steve Goldstein, Buzz Knight, George Ivie, Bruce Gilbert, Mike McVay, Jason Barrett, Kenny Smoov, Robby Bridges, Kelly Ford (Kelly is a WKU alum), and John Shomby? That’s an all-star lineup.
They’ve heard me talk about networking and how one job that doesn’t seem great can lead to the next one and the next one. My mom worked for Eastman Kodak in Rochester for over 30 years before retiring. Few of us do that anymore. But sometimes the biggest hurdle is getting started — getting that first job.
Except for George Ivie (an accounting degree from the University of Florida and years at Ernst and Young), I’ve asked each guest speaker three questions:
- Why did you get into the business?
- How did you get your first gig?
- What do you look for in someone you’re considering hiring?
The resulting stories from the first two questions were fun and, in some cases, pure serendipity. Many never knew that they wanted a career in media. In other cases, they wanted to do whatever it took to “make it.” Just ask the namesake of this website about his start!
WKU is not an “elite” school, although I have referred to it as “The Harvard of South Central Kentucky.” One cool aspect is that WKU caters to first-generation college students — that is, many students are the first in their families to have attended college.
To me, where you went to school is less important than what’s in your head, how badly you want to succeed (better known as passion), and your willingness to learn. For those of us who went to college, it was helpful, but even as a Big Ten snob (two of my degrees are from Michigan State), I learned far more on the job than I did in the classroom. One other factor: these job candidates are all digital natives. They aren’t fazed by new technologies.
Here’s my request: if you have an entry-level position open, or if you want to build up a pool for openings that may appear later, consider my BCOM 360 crew. Any medium, any position, any location. Sure, most are from Kentucky, Tennessee, or other nearby states, but I haven’t heard any of them say, “I’m not willing to move somewhere for a gig.”
I know you’re busy, but do an interview, and afterwards, let me know how it went. Was the person impressive, mediocre, or a dud? If they’re good but you don’t have an opening, you may know someone that does — and you’ve also added to a student’s fledgling network.
Your feedback will help me talk to the faculty about what can be improved in terms of turning out high-quality graduates ready to take on the media world. While I’m involved with WKU and our student radio station, WWHR, Revolution 91.7, I want to help turn out quality grads, but that requires feedback. If you’ve learned something from reading my column over the past three years, consider this request as a favor in return.
Get in touch. My email is always posted at the end of this column, or you can use my WKU email: edward.cohen@wku.edu.
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