THIS WEEK'S "THE LETTER": PAGING TED MACK
Self-explanatory:
Among the responses to last week's "The Letter" about the disconnect between the radio industry's newfound concentration on the word "content" and the talent necessary to create that content was this: "When? When are we going to start investing in talent instead of talking about it? We have all been saying this for ten years now. And nothing changes." Another: "There are no minor leagues for radio people anymore. No place to go, get on the air, make mistakes, and most importantly develop your own, unique style." And another response said, "Talent is a dwindling commodity. Like gold mine owners. We need to invest in developing and finding it."
True. And it came to mind again this week when I was talking to someone who wants to break into talk radio. In the past, I could steer him to smaller markets, PDs willing to take a chance on newbies, places where talent could be developed and coached. We don't have as many opportunities anymore, though. I would hope that the continuing divestiture of small and medium market stations by the biggest, most bottom-line-focused groups will change that, but in a tight economy, I'm assuming debt service takes precedence over paying for more local talent.
So where does a new talent go to learn and work on that act and get to the point where he or she is ready for the big time? You could do podcasts, but that doesn't prepare you for real radio with a real audience taking real phone calls, and it doesn't prepare you for doing it live -- no edits, no do-overs. You could broker time on some station, maybe, although that's still not quite like a real show and there's no coaching or guidance or learning your way around formats and pacing and clocks. Your options right now are limited.
What I'd like to see radio stations try, in every market, no matter how big or small, is this: Take a few hours out of your weekends, a couple of hours on the fringes that your sales staff can't broker, maybe the hours when you stick a "best of" on the air to save money and trouble. Use that time as a training ground. You find someone who's rough around the edges but who might be able to talk on the radio? Try 'em out. A local celebrity or dignitary suggests that perhaps radio would be a good next career act? Try 'em out. A couple of amateur hours won't hurt.
And yes, I know, you think this contradicts something I've said before, that there are no throwaway hours in the week. You're assuming that what you put on in those hours would be bad. It doesn't need to be. Even awkward, first-time hosts can be compelling, and, let's face it, if it's a choice between a stammering newbie and an infomercial or a stale repeat from earlier in the week, you might as well go for the newbie. You could even make it into something for your most loyal listeners: Appoint some to a panel, assign them to listen to the newbie hour, and report back to you. It couldn't hurt, and you might happen upon a hit. Seems like a good idea to me. But then again, I'm writing this under the influence of cold medicine and a staggeringly painful headache, so I might be hallucinating everything.
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And because I'm feeling so lousy, let's keep the rest brief: First plug is for the Conclave Learning Conference in Minneapolis June 26-29. I'm moderating a panel on "Finding Your Voice," with KTLK-FM/Minneapolis host Chris Baker, WLNK (107.9 The Link)/Charlotte's Ramona Holloway and KSTP/St. Paul-Minneapolis PD Steve Konrad and his hosts Bob Davis and Tommy Mischke. Go to theconclave.com for all the details.
And there's only a few days left to donate to the Revlon Run/Walk for Women, this year scheduled for May 10 in Los Angeles. Fran (a cancer survivor and my hero) and I are walking again this year to raise money for cancer research. We welcome your support; please donate today by going to https://www.revlonrunwalk.com/la/secure/mywebpage.cfm?pID=421081. Thank you!
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Finally, you know about All Access News-Talk-Sports and the Talk Topics show prep column by now, so I'll just quickly tell you about what's there this week, like the drive-thru arraignment, jaywalking, squirrels vs. the Internet, sooty cities, another fugitive momma, shoe trees, Congressional cars, and a story about Hilary Duff dropping a scorpion down her pants, plus all the election and economy and Roger Clemens affair items you could possibly need. And there's "10 Questions With..." KFI/Los Angeles' great PD Robin Bertolucci and the rest of All Access with news and columns and ratings and my head hurts so that's it for the plugs.
Next Week: Nothing, if I can't shake this head cold.
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