Can you feel it? No more football for months. Life feels different — at least for fans. Like when your favorite band announces a long hiatus. Post-football depression is a real thing. As I watched the final seconds tick away in the Super Bowl, I thought about when a beloved radio show or DJ is let go from a station.
It leaves a void.
I’m talking about talent that has left a mark — the guys and girls who have been there and developed a legit bond.
At least with football, we know it’s coming. There’s closure. Same with our RockTernative heroes — when the guitarist bails, the singer goes solo, the drummer gets fired, or the bassist is sent to prison — the fans get the scoop.
For radio, though, it’s different. There’s rarely closure. There’s almost never an on-air “goodbye,” and once they’re escorted out of the building, it’s usually crickets. Fans are left wondering why the show or DJ they listened to every day just disappeared.
Poof, they’re just gone.
Listeners will call, email, text, hit social — some will mail handwritten notes asking why. What happened to the show? Those inquiries are usually ignored or answered with a sterile note from HR saying the station doesn’t discuss personnel moves.
That doesn’t strengthen the bond listeners feel with the station. It makes it weaker. That’s not relationship communication.
There are situations when it’s best to keep the details quiet. But often, it’s just normal business that wouldn’t shock anyone. So why do so many clam up instead of treating listeners like valuable customers or friends — not insignificant randoms?
I’ve been in the chair and told to keep things vague or completely quiet. If there are legalities or personal matters, so be it, but being silent is rarely the right call — especially for a brand in the communications business trying to maintain a relationship with an audience.
The other side, especially these days, is that the departing DJ will likely communicate and tell their story on social, which makes brands look even worse when they just go quiet.
I’ve moderated focus groups where this issue comes up without provocation after an on-air change is made. It’s unanimous: listeners don’t like it when DJs disappear with no explanation. However, they’re much more accepting when given one.
It can be uncomfortable and delicate — and no one wants to get sued — which is why many choose to keep quiet.
“Revenue isn’t where it needs to be, so we had to make some cuts.” That statement may cast doubt among advertisers, listeners, and even the remaining staff.
“The ratings were bad, so we had to make a change.” Some may claim the brand only cares about ratings, not people.
“The show wanted more money; we can’t afford it, so we let them walk.” You might hear a few say, “Those greedy bastards.”
“Our productivity was low; it wasn’t a great fit for the team.” Questions may come about management style or why the person was hired to begin with.
Those statements are common reasons — they’re defensible and understandable — and those fears are mostly worst-case scenarios. The backlash usually comes from a small portion of the audience — like the militant group that threatens a boycott if the late-night specialty show ever goes away.
The much bigger concern should be causing the larger audience to feel ignored by being kept in the dark.
By comparison, consumers get sensitive details from highly public brands all the time:
- “We thank Coach X for everything he did, but the fans expect a playoff team, so we’re moving in a different direction.”
- “After demanding a larger contract, Player A has been traded.”
- “Player Y’s off-field conduct is not aligned with the organization’s standards, so we’ve terminated his contract.”
Simple and honest.
The fan base may not like the decision, but they deserve to know. Can you imagine an NFL quarterback getting cut and fans being ignored — or told, “We don’t discuss personnel moves; he’s no longer with the team”?
So why would a radio DJ who has been communicating with an entire city be cut without some type of explanation?
It happens all the time.
When you make your next personnel move, remember that while it’s probably just business for you, it can be personal for others. And we live in a world where information people really want rarely stays quiet. It seeps out — and not always accurately — so who do you want telling your story?
Radio could do itself some big favors by communicating better and controlling its own narrative.
When revenue is contingent upon a loyal fan base, a simple explanation is not a risk — it’s good business.
The silent treatment is not.
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Keith Cunningham is a music industry and Rock/Alternative columnist for Barrett Media and the founder of Black Box Group, a modern-modeled creative & strategic consultancy built for brands that need strategies with teeth. He’s the former Master of Mayhem at 95.5 KLOS-FM in Los Angeles for over a decade, a nationwide consultant, and has been repeatedly voted one of America’s top Program Directors and strategic thinkers. Keith has built his career by taking multi-million-dollar brands from worst to first and leading Marconi & Gracie award winners along the way. A data nerd with a rock-and-roll heart, he is an advisory council member for St. Jude fundraising, a fantasy football champion, and lover of his daughters & dogs. Reach him at keithblackboxgroup@gmail.com or on LinkedIn or X.
