The latest round of layoffs at iHeart is difficult to watch. So many talented programmers, personalities, and support staff have suddenly found themselves looking ahead for their next opportunity. Here is a gentle reminder: while radio’s soul is driven — at times — by unrealistic passion, it is also a business. Every one of us who chose this career should have understood that from our very first break. Everyone has their own unique take on the latest downsizing. Barrett Media colleague Peter Thiele offered his spot-on take on the R.I.F.’s last week — here.
No Industry Is Immune to Change
No industry is immune to change — just ask newspaper owners. Dramatically reduced staffs followed as readers migrated online. Who remembers retail giants Sears and Kmart? Both failed to adapt to shopping trends, and both are nowhere to be found today. When typewriters were being replaced in the early 1990s by Microsoft Word, Smith Corona responded by creating standalone electronic word processors. The company now makes printing labels and supplies. And even the tech giants were not spared. Microsoft, Google, and Meta found that A.I. can handle tasks where humans once worked. All announced major layoffs despite posting enormous revenues.
Now-retired legendary radio leader Michael O’Shea said it well in a Facebook post last week:
We’ve been in a changing, diminishing industry of “traditional” media for 25 years now. Don’t blame consolidation, don’t blame bean counters. There are bean counters in every business. Technology is ALWAYS the change makers. When the blacksmithing industry of the 1800’s slowly saw the need for horseshoes diminishing, they probably blamed the alloy providers for inferior horseshoe materials instead of young Henry Ford playing around in his carriage house in Michigan.
Change is inevitable. The people who recognize it early, adapt quickly, and move forward with a positive attitude are the ones who thrive. Those who resist change, complain, or cling to the past are the ones who get left behind.
What Do You Really Value?
The 1998 book “Who Moved My Cheese?” uses an analogy with four characters in a maze searching for cheese. Ultimately, it asks: what do we really value? The job? Career? Success? Relationships? Health? Happiness?
The quick-read book preaches:
- Anticipate change rather than being surprised by it.
- Monitor your environment so you notice when change is coming.
- Adapt quickly — the faster you let go of the old, the sooner you’ll find the new.
- Don’t let fear prevent you from moving forward.
- Enjoy change and be prepared to repeat the process, because change never stops.
The book’s biggest takeaway for the reader:
“What would you do if you weren’t afraid?”
For broadcasters, the message remains topical and relevant after nearly 30 years. Radio, media, and technology have changed exponentially over the past two decades. If you continue to learn new skills, adopt new technologies like A.I., and reinvent yourself, you are far more likely to succeed than those waiting for our industry to “return to the way it used to be.”
iHeart Programmers Were Never Empowered to Innovate
One lesson from the iHeartMedia experiment is that its programmers were never empowered to be innovators. iHeart programmers are managers of a platform. At one time, the title “Program Director” implied the freedom to create groundbreaking promotions and unique programming, while coaching local talent and taking calculated risks. Today, however, strategic and tactical decisions are made above the local team. This does not minimize local talent. Rather, it translates their role into executing iHeart’s national strategy instead of developing a local product. Programmers are still accountable for ratings. PDs are charged with “get great ratings, and we’re going to tell you how.” Programmers who generate fresh ideas and create storytelling memories will win in the future.
Radio Is a Media Cockroach
Radio is a media cockroach. It has survived the advent of television, cassettes, CDs, satellite radio, streaming, podcasts, and now artificial intelligence. Radio will survive this chapter, too. But success belongs to those who continue learning, building new skills, embracing change, and becoming indispensable to their audiences and employers.
Love the business. Love radio. Chase your excellence. Build long-lasting relationships. Just note that radio — like every other profession — operates within the evolutionary realities of business. Understanding that truth will prepare you for a long, rewarding journey.
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Kevin Robinson is a passionate award-winning programmer, consultant and coach – with multi-formats success all over the country. He has advised numerous companies including Audacy (formerly Entercom Communications), Beasley Broadcast Group, Westwood One, Midwest Communications, Townsquare Media, Midwest Family Broadcasting Group, EG Media Group, Federated Media, Kensington Media, mediaBrew Communications, Starved Rock Media, and more. He specializes in strategic radio cluster alignment, building lean-forward tactics and talent coaching – legacy and entry-level – personalities.
Known largely as a trusted talent coach, Kevin is the only personality mentor who’s coached three different morning shows on three different brands in the same major market to the #1 position. His efforts have been recognized by The World Wide Radio Summit, Radio & Records, NAB’s Marconi, and he has coached CMA, ACM and Marconi Award-winning talent. He is also in The Zionsville High School Hall of Fame as part of the 2008 inaugural class. Kevin is an Indiana native – living near Zionsville with his wife of 39 years, Monica and can be reached at kevin@robinsonmedia.fm.