I listened to a conversation with Jamie Dimon, the Chairman and CEO of JPMorgan Chase. He discussed how AI will improve our lives and accomplish amazing things, such as curing cancer. However, the interviewer posed a critical question that resonates with many in broadcasting today: what about the people who will lose their jobs to AI? Dimon responded without hesitation, stating that displaced workers will need to pursue training for jobs that AI cannot do. Those positions include skilled trades like HVAC, welding, plumbing, carpentry, and electrical work.
Consider the financial reality. An electrician in New York who belongs to the union (Local 3) earns a base salary of approximately $133,000 annually, before overtime. Most union electricians in New York earn around $200,000 annually when overtime is included. Furthermore, benefits include health, dental, and vision care, plus a 401K and pension plan. I have hired countless people in radio over forty years, and honestly, very few made that kind of money. Additionally, that union electrician enjoys significantly more job security than most radio positions.
Alternative Career Paths
It makes sense to consider a different career path instead of pursuing on-air roles. I was a disc jockey in Detroit during the 1980s. And loved music, and the workload, it felt manageable. I completed a four-hour shift, voiced a couple of spots, and went home. While I was a good format jock, I realized early on that I would never host a morning show in New York or Los Angeles or become top talent. Consequently, I decided to pursue a programming career instead. I dedicated my time to listening to great radio stations, networking with industry professionals, and learning Arbitron methodology. And studied how to achieve maximum rating credit. I made many mistakes along the way, yet I learned from each one. Though I was never the smartest person in the room, I outworked most others in mastering the craft. I was blessed with some remarkable successes. The career change paid off.
When it comes to entertainment, the very best achieve massive success. Most, however, struggle or fail. Taylor Swift is worth billions, while others perform for tips in mediocre bars. ESPN will pay Pat McAfee millions while firing lesser talent to meet budget constraints. iHeartRadio released morning shows in many markets yet continued to pay Elvis Duran and Bobby Bones substantial sums. Consider Howard Stern: he is only working one day per week starting in September, yet he continues to earn more than anyone else in the industry.
Making Yourself an Asset
Perhaps today is the day to stop worrying about the next round of reductions in force (RIFs). Instead, choose a new career path, or alternatively, find ways to make yourself more valuable to your current employer. Ask yourself: are you winning in your target demographic for your daypart? Even if you are #1, you can do more. Jon Zellner of iHeartRadio pointed out at the Barrett Media Summit that endorsement spots—where talent builds a client relationship—are least likely to be canceled by advertisers. Therefore, consider going out with your sales department and generating revenue. Ultimately, success depends on financial contribution. If your name is attached to dollars, you become an asset.
A large social media following also holds significant value. Bru from Audacy performed better than Argentina at the World Cup Final while filming in the stadium for Michelob Ultra, resulting in valuable social media endorsement opportunities. If you are on-air talent, why not learn music scheduling software? You could support your brand manager, who is likely programming multiple stations simultaneously. Additionally, volunteer to work with the promotion team. This effort helps make your station and personal brand more visible and successful in your market. Every department at every station is understaffed. Raising your hand and taking initiative makes you more integral to the business.
Understanding the Real Problem
Many in the radio industry blame layoffs on those heading media companies. However, Bob Pittman is not responsible for your potential job loss. Over $20 billion in debt was incurred when private equity overpaid for Clear Channel (now iHeartRadio) in 2008. I know this firsthand—I was there. The people responsible for that ill-advised deal departed long ago. Bob has spent years attempting to dig out of this financial hole. Substantial reductions were, and remain, necessary. While Ryan Seacrest’s voice remains nationwide, many local shows were cut. iHeartRadio eliminated talent they deemed no longer important. If you want to avoid the next round of cuts—and yes, there will be more—you need to make yourself more valuable to your employer. Or perhaps consider leaving show business altogether for the job security offered by union electricians. Local 3 does offer excellent benefits.
Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.
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.