There are a few message boards on the other web site for which I write, and, as I've noted here previously, the discourse tends to run towards the coarse, the ad hominem. Much of it is just radio guys sniping at each other, some of it is political, and a lot of it deals with the prevailing mood in the industry, which isn't very bright.
There are a lot of unemployed or underemployed radio people out there, and a common thread running through their posted comments is that, somehow, the industry is to blame for their plight. More to the point, it seems that everyone blames a) consolidation, b) voice tracking, and c) Clear Channel. Most consider a), b), and c) to be the same thing, which may be correct. But I think the people who blame external forces for their own plight are missing something, and I think it's time for some tough love.
Guys, here's the deal: your industry did indeed change, and perhaps it's been for the worse. Fine. And, yes, in many ways there are fewer opportunities. Let's say we agree on all of that. But let's try to understand it by dragging out the old buggy whip example. You're a buggy whip maker, the world's transportation needs change to motorized vehicles, you go out of business. You make slide rules, they invent the calculator, you go out of business. You make anything, someone invents something to replace your product, you go out of business. Right? Well, no, that's not right. You're sitting there with a buggy whip factory, cars come along, you take a look at what you have- leather tanning facility, stockpile of hides, distribution system- and you determine what you can do other than make buggy whips. And your leather jacket, chamois, and belt business becomes a success. You can't tell your friends you make buggy whips anymore, but you're making a living.
Here's a bulletin for small-market or marginally-talented radio personalities: you're making buggy whips. Time to reconsider your career.
But, you say, but, I'm good! And I belong on the radio because I'm better than those guys in New York and L.A.! How DARE anyone suggest I leave the business! Ah, but I'm not saying you should give up. Far from it- I would encourage anyone who really, truly desires to be a radio star to keep plugging away. But instead of cursing Clear Channel and Michael Powell because your local market consists of a bunch of computer-fed voice-tracked stations and no local staff, you should be ready to do two things: move to another market, or at least temporarily get out of the business so you can pay the bills. Unfair? That's life. Nobody owes you a living, and the radio industry doesn't owe you a job.
Think of voice-tracking and satellite and computers and consolidation as the new way the business works, just like cars became the new transportation and calculators became the way people did math. You're making buggy whips, but you can change, even if it's temporary. Instead of sitting around the apartment whining about how you're being beaten down by The Man, get a job doing something else. Write, sell cars, flip burgers, push a mop. As a wise man (OK, it was Atlanta morning radio host Larry Wachs, but the advice was still wise) once told me, there is no shame in doing whatever you have to do to support your family. He told that to me when I was in a between-jobs funk. Shortly thereafter, I found myself doing data entry to pay the rent. The data entry led to a neat job in I/T. After another radio job, the I/T experience led to temp work for a big tech firm and side work for a company I eventually joined in another capacity. The people I met became important as friends and business contacts, and the experience I gained was invaluable. I could have said that all of these jobs were beneath me- I've been a radio programmer in one of the largest markets in the world, I've been on the air, how could I possibly accept a low-wage job typing in vital statistics and crawling behind workstations cracking open Power Macs?- but I took the wise man's advice and never looked back.
I guess this is all an incoherent way of telling my radio brethren to get a grip, to understand that the radio world has changed and whether it's a good or bad thing is irrelevant. Clear Channel didn't "do" anything to you. The FCC isn't "doing" anything to you. So you can't read liner cards and spin records right now. Keep trying to get back in, sure, but in the meantime, swallow your pride and do something else. You might even end up liking it.
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