What If Radio's Big Owners Just Quit?

Interesting comment from "George" on my previous post about XM and Podcasting. It's worth quoting:

Everyone is in the storytelling business. Not just radio. I watched Ron Howard on Leno last week, and that's what drives his movies. So are Opie's movies a threat to radio? I doubt it. The only reason XM and Sirius aren't in the storytelling business is because they haven't realized it yet. Give them time. Then what do you do?

To Mark, the "powerful suits" aren't the people you have to convince. It's the ones who work for them that make the decisions. Quit turning a handful of owners into the enemy. Because if they were to pack up go, who'd be left to pay everyone's salaries? I had a dream that the big companies all got into subscription radio business, taking all the big talent and events with them. Leaving nothing for terrestrial radio but ethnic and non-commercial broadcasting. It's not that outrageous. 

George - I'm guessing that's not really your name since you gave a fake email address - I think you understand only part of the picture, and only part of what I was trying to say.

I'm not trying to turn a "handful of owners into the enemy", I'm merely pointing out the deadly nature of pretending we don't have problems. One of the problems is slothful, Wall Street-driven management that can't look beyond today's stock price for a vision of the future. That's not negativity, it's acknowledging reality.

Yes, everyone is in the storytelling business (or at least they should be). I too have read Seth's new book.

I don't think there's much danger that XM and Sirius will wake up and figure that out, because that's typically the behavior of small start-ups, not of big Wall Street companies...and because there's too many people on the "programming committee" at each of those companies.

Same is true for big radio. In general, there are too many people on the committee when it comes to making decisions about programming and marketing the radio stations. Storytelling is done by individuals, not by organizations.

Stephen King writes great novels, not the layers of execs at Viking Press. Howard Stern does a great radio show, not Infinity and all their P.D.s, V.P.s, and G.M.s.

Ron Howard makes great movies because he has gained enough power to be able to keep his story alive, even after the committee has put their grubby fingerprints all over it. Enough of Ron's (and King's, and Stern's) story survives that it still breathes, and the public responds.

Sometimes organizations are smart enough that they can allow the storytellers room. Sometimes. Sadly, that's the exception and not the rule. Usually it's one iconoclast at the top who keeps the storytellers alive and free - and when that leader is gone, the pasty bureaucrats rush in to quickly squash any storytelling as quickly as they can. Look what happened to Infinity when Mel left. Look what happened to Citadel when Larry Wilson was shown the door.

I'm not looking for radio to become decommercialized. Anyone who knows me will testify that I am a devout Capitalist. I just think there's a difference between smart business and dumb business. And right now in our industry there's plenty of dumb business, and most of it is wearing thousand-dollar-suits.

So, can XM and Sirius wake up? Sure they can. But I'm not holding my breath in hopes that they will. Podshow was a step in the right direction, albeit it's podcasting stripped down, homogenized, and obviously "committeed" near to death.

Of the two satellite services, Sirius appears to be the one that might actually "get" it. They were smart enough to hire Howard Stern, and now Podshow. This is all because of Mel, no doubt. Maybe there is hope for them - though they've got plenty of hurdles yet to jump before the race is done.

As for terrestrial radio...

I think Radio Programmers and Air Talent need to start thinking of themselves as storytellers, George, you're right about that. Perhaps they should, in fact, think of themselves more like movie directors - and go looking for those small, independent film studios that will let them tell their stories, in their own way.

Are you up to that challenge?

If so, then go do it, and light a signal fire or two to let the rest of us know where you are and what you're doing there.

That should be an interesting story.

Comments

[George]

I tell stories every day and every week. That's what I do. I don't allow budgets or internal politics interfere with my storytelling. Or with my attitude. Negativity is the enemy. Complaining about the guy in the corner office. Complaining that he keeps cutting your budget. I was in radio long before the big money came in. I can tell you stories about doing creative programming with zero budget. You don't make radio with money, but with imagination. And it's distracting to the creative process when people allow themselves to get bogged down in internal politics. The listeners don't care. And I've done lots of analysis on stock price, and I can tell you that stock price doesn't go up because you change the format at a radio station. Or because you hired a new morning team. Or even because your revenues are up 3% for the quarter.

I know people who work at XM and Sirius. They don't have unlimited budgets for programming. They have small staffs who work long hours, and voicetrack for several channels. The don't make a lot of money, but they do have stock options. Those who got in early are happy. Those who just got hired are scared.

How did Howard Stern get to the point where everyone left him alone? You need to ask yourself that, because as he wrote in Private Parts, he went through 15 years of people telling him what to do. And if you think today's radio has too much bureaucracy, you should look at the hierarchy at NBC Radio in the 70s and 80s. Loads of people who did nothing but get in the way. If you think "slothful, Wall Street driven management" is a recent problem, I invite you to study the history of NBC. They've been part of publicly-traded companies since the 20s.

If the big owners cash out, there won't be MORE money for programming. There will be LESS. I know. Back in the 60s, the only people making good money in radio either worked for the networks (where there was zero creativity but a regular union paycheck) or one of the few big companies like Westinghouse or Storer, where you had group PDs telling you what to do. Not much different from today.

So quit worrying about the owners. They're not the problem. Focus on what's right in front of you. And if radio people are going to become storytellers, remember that no one cares about your story. They care about their own story. Tell them a story about themselves. One they can identify with. If you do, you'll have their undivided attention.

[George]

I'm sorry to waste even more space here, but I just want to add a few more things.

I believe we have potential right now for creating another golden era in radio. I think the opportunities and resources are better now than they've been in a long time. I think those at the upper most ranks are seriously looking for ideas and people who will help move the industry into the next century. If you work at a big broadcasting company, seek to gain the attention and confidence of those above you. Volunteer to help out. Don't be so concerned with "what's in it for me." Those rewards will come when you put great radio ahead of your own personal bank account.

If you're on the air, do all you can to build audience awareness of who you are. Do as many personal appearances a week as you can. Remember the names of the listeners you meet. Get to know their families. They won't forget you. And when you reach a point where you're bigger than the station you work for, and the guys across the street want to hire you away, it will be time to name your price. They will pay it. Clear Channel did for Tony & Kris in San Diego. They've done it in several other markets. Build the franchise. YOU are the franchise (in case you forgot). In fact, study Tony & Kris. Do exactly what they did. It'll be good for radio and it'll be good for you.

[Ray Edwards]

George,

I don't think you and I are on different sides of this. I agree with just about everything you've said, and the things I don't agree with are trivial.

I appreciate your taking the time to expound on your meaning - and I've learned once again how easy it is to misinterpret people at first glance.

Keep up the good fight!

[Mark Ramsey]

Ah, the same George who posts anonymously on my site. Keep up the anonymity, George, and you'll lose your posting privileges.