98.5 The Sports Hub hosts Toucher and Rich interviewed Rick Pitino today. Listen.
It was a brief but memorable conversation.
Toucher: We are joined by Rick Pitino, former coach of the Celtics, current coach of the Louisville Cardinals who won the national championship. Rick Pitino, hello!
Pitino: Morning, guys.
Toucher: You stink. You ruined the Celtics.
Toucher then hung up
Here’s the deal. Yes, it went super viral. Yes, they’re getting a lot of attention. Yes, ratings may even go up. But that doesn’t mean YOU should start insulting and hanging up on guests.
- The first show to do it gets the attention. The second show to do this will be seen as wannabe-jerks… or not seen at all, because no one will care that it happened again.
- There are very few sports radio stations that have brands to support such on-air antics; The Hub, The Ticket in Dallas, who else?
- It’s not a great way to build relationships in the business (and this business is about relationships and access) and chances are Toucher and Rich will find some guests they want to interview who are Pitino sympathizers who refused to join them. I’m sure they don’t care. But, that’s their brand, their show, their swagger.
The lesson here is be yourself, be passionate, spontaneous, unpredictable, unique and compelling. Create moments on your show that resonate with your fans.
“Whew! What a party.” - what nobody said after International Radio Day on August 20th.
Yep, you missed it. No worries, seemingly everyone did.
There was barely a blink of a mention on twitter, except relief from one host who made it through another day without being pink-slipped.
Well, they didn’t fire me so that’s good enough for me! RT @Airchecker: What did your station do for “International Radio Day?”
— Jennifer Thomson (@jtradiogal) August 20, 2013
Others were more blunt.
— Wes and The Goat (@wesandgoat) August 20, 2013
And then there was the vitriol.
Today is international radio day… Fuck the radio. Don’t wanna hear all dem damn commercials 😒
— Numinous Enterprises (@ohmanitsdinh) August 20, 2013
So, International Radio Day comes and goes. Again. I didn’t do anything either. But it does seem like a wasted opportunity. A little like being sooo busy saving the true meaning of Christmas that December 25th comes and goes and you don’t notice.
I’m not sure what the answer is, but it seems to me that if there’s already a day carved in the calendars radio ought to do something with it. In fact, there are two days; World Radio Day is in February.
Maybe we can pick a spot to set up a 10×10 tent or have the world spin a wheel.
“The first couple days I’m wearing this thing and I’m turning into radio just trying to get these points and then finally I said, ‘Well, f— this.’” - Former PPM panelist
Listen to the comments in context here.
This is a taboo topic of conversation for terrestrial radio and it would disqualify a radio station’s ratings faster than you can push “scan” when the Kars-for-Kids commercial starts up. However, it was the Top Story on Radio Stuff’s podcast. (editor’s note: Arbitron emailed their responses to our questions, so we had a British bloke voice the answers on the podcast. It’s worth a listen for that alone.)
DISCLAIMER: As a programmer, I have praised Arbitron for measuring my genius programming with precision when ratings are high and cursed them when they dropped. (Certainly there must be a sampling error, no?)
Joe v. Arbitronado
So, I sent the audio from “Joe” to Arbitron’s Director of Programming Services Jon Miller and asked him what he thought. He says it sounds like things are working the way they should.
“Arbitron has safeguards in place to help ensure the integrity of our PPM ratings. In this case, the panelist’s comments are a demonstration of some of those safeguards, such as calling households if their compliance in carrying the meter falls off.”
Caller Joe complained to Leykis:
“I started getting all these phone calls. I’m thinking you know who the hell is this calling me? We’ll it’s Arbitron. So apparently this meter has something that can tell when you’re moving and when you’re sitting still. And so when I’m not moving, they’re calling me – pretty much harassing me about why am I not wearing the meter and they can’t get accurate ratings and I need to be wearing my meter. Well, after about two weeks of this, they called me and said, “You’re not wearing the meter!” and I finally said, ‘alright, fuck this. Send me a box and I’m sending all this shit back.’”
Miller wouldn’t go so far as to characterize the company’s behavior as harassment, but the calls are part of the quality control.
“Arbitron monitors compliance with its instructions, contacts households who aren’t complying and works with them to improve their carry habits whether through coaching or other incentives.”
The 2010 Broadcast Architecture study on PPM panelists talked to one woman who clipped her meter to a ceiling fan, Joe plopped it down in front of a radio, and I’ve heard that others have attached them to pets. So, Jon Miller, how do you know when a panelist is cheating.
“The PPM has a motion detector built into it allowing us to capture both the motion records and media exposure from that day. There are thresholds for how many hours of motion a day we require for our panelists to be counted in the days ratings, and the more they wear the meter the more incentives they receive.”
And then there’s sample size. It wasn’t brought up by the caller, but it is commonly heard uttered in anger and echoing through the hallways outside PDs offices.
“PPM’s sample sizes are designed to deliver the same level of statistical reliability as the Diary survey, but with less total sample. We accomplish that by surveying listeners for a much longer period of time (28 days in just one PPM survey month) compared to the one-week diary timeline. This level of detail, thousands and thousands of days of measurement across a single month, allows us to see so many granular things with PPM data that we just can’t with the Diary.”
“If Arbitron is the standard in terms of traditional AM and FM radio then it’s a flawed standard.” -Joe the caller
Joe’s point would be more valid if he wasn’t just complaining that he wanted to earn the money without doing the work.
“One of the most fascinating things I’ve seen over the 5+ years that PPM has been in use is how much and how fast listening habits are evolving and changing. Nothing stays static in PPM, and we’re finding that radio listening is dynamic. This continually motivates broadcasters to continue offering compelling content on stations with clear and strong brand images, so that they can cut through with listeners in an ever more crowded media world.” - Jon Miller, Arbitron VP of Programming Services
Clear. Strong. Brands. Cut Through.
And I would add this:
“PPM isn’t perfect, but it’s all we’ve got.” – Larry Gifford
Upon Further Review
We can’t force our ideal listeners to participate – it’s a roll-of-the-dice and sometimes you roll snake eyes.
Arbitron is weeding out at least some of the cheaters. Good.
We can’t know “true” listening behavior without NSA quality spy equipment and the violation of our listener’s constitutional rights.
Stations and panelists are both trying to game the system. Makes me wonder who Arbitron is gaming.
The sample size is what it is, unless stations want to spend even more ridiculous amounts of money to be told your station is still – awesome, sucky, irrelevant, vital – depending on the time of the month.
The success or failure of your station is in the hands of Caller Joe. Good luck.
From New York to Los Angeles, in Chicago, Seattle, Dallas, and D.C. at big stations and small there is an alarming story unfolding in talk radio. Talk stations are tumbling in the ratings and no one knows why, though there are many theories.
It’s political fatigue.
It’s too repetitive.
It’s too depressing.
It’s too angry.
It’s too boring.
It’s not entertaining.
It’s all commercials.
The list of once great stations that have dropped out of the top ten reads like a radio station all-star line-up: KFI, WABC, WLS, WMAL, KABC, KIRO, WBAP. And it’s not a fluke (pardon the pun.) This is real. Arbitron is noticing it too.
“…for the first time since we began keeping our format records, it (news-talk) recorded two consecutive books below a 9 share, finishing at an 8.7 in July. Now summer is historically the lowest time of the year for News/Talk listening, and we will be keeping a close eye on the results as August and September approach, but it’s worth noting that the format’s summer shares have declined about 10% since 2011.”
– Tony Hereau, Arbitron Media Insights Manager
Down 10% in two years as a format in the 48 PPM markets?!
Editor’s note: I’m sure radio ownership groups understand and have lowered revenue projections accordingly.
“It was in 1994.”
Leykis was a guest on Episode 13 of the Radio Stuff podcast (listen). He recalled broadcasting from the NAB the year his show was launching into syndication and everyone kept talking about a panel featuring talk radio consultant Ed Shane. As Leykis recalls, this was Shane’s message:
“It’s important, for your talk radio station to be successful, that everyone have the same opinion as Rush.”
Leykis takes it a step further.
“So in other words, the secret to Rush Limbaugh’s success was not his years of experience or his time as a DJ or the fact that he had great timing or was a good comedian, that he made good use of sound, but no, no, no – the reason for his success was that he was a political conservative.”
From there after, every station Leykis approached to syndicate his show would ask what his politics were. It wasn’t always like that, “Previously, they only cared, ‘do I get ratings? Will I help the station make money? Will I make noise?’ Suddenly I was being asked, ‘Are you a conservative?’”
Leykis believes that was the moment talk radio went from being a mass appeal format to being a niche format. And the problems with talk radio today stem directly from a consultant misreading the tea leaves.
“Talk radio went from Rush Limbaugh’s bells, whistles, jingles and parody songs and everything to a line up of people reading bill numbers.” He went on, “It’s devoid of humor, entertainment value or mirth. These are not radio personalities.”
He wonders aloud if anyone in the radio business getting the message?
And he cautions up and coming talkers, “Don’t go to a radio station, because you’ll never be allowed to develop your talent. Develop a podcast, develop a streaming live show, develop your own product, and learn how to sell it and become an entrepreneur.”
OKAY, SO NOW WHAT?
Maybe it is political talk’s fault. I happen to believe it’s likely a perfect storm of new media, new listener expectations, new social and political attitudes, and a general fear in radio of taking risks and being wrong – in every department.
Here are a couple of steps I believe are necessary for talk radio to attract new listeners and remain relevant.
1. DEMAND SHOWMANSHIP
Talk radio needs more storytellers and fewer alarmists. Talent need to entertain, emote and put on a show, as much as they provide insight, deliver information and add context. Radio station leaders must support talent and encourage them to be amusing, insightful, emotional, apolitical, curious, experimental, and positive while giving them permission to fail. And fail hard sometimes — without fear of being fired.
2. FIND ANOTHER REVENUE STREAM
Radio stations need to stop abusing the listeners. The quality and quantity of radio’s commercials is appalling. I mean holy smokes gang have you tried to listen to an hour of radio recently? Effective immediately commercials that don’t meet your standards or match your brand should be rejected. Be the first guy in the room to say, “Hold up! That spot sucks. It’s not going on our air.” Be bold.
And – this will be even less popular – reduce spot loads. It’s time. Thanks to DVR, podcasts, Netflix, on-demand audio, and satellite radio spot loads seem to be worse than ever. Until recently people were accustomed to sitting through commercials or flipping back and forth between stations, because it was the penance you had to pay to watch your favorite TV show or listen to a kooky talk show host. Now radio is the last place on earth (with the exception of movie theaters) where consumers are forced to sit there while commercials are crammed down their throat.
No fast forward.
No more patience.
No more listening.
Just look at the growth of online radio, on-demand audio and NPR. So what’s that mean? Radio needs to figure out a dual revenue stream. The future of financing big radio is commercials and__________. You fill in the blank.
Editor’s note: If you say commercials and banner ads, I will scream.
Talk radio isn’t going to die, but it is definitely going through a mid-life crisis. The next 18-months the entire format will be redefined, programmers will be less focused on gaming PPM and more focused on listeners, commercials will sadly still suck, and Rush Limbaugh will be replaced by someone else as the face of the format.
As you contemplate your future in radio, here are a few questions…
1. Do you want help shape the future of talk radio? — or schedule prize giveaways online?
2. Do you want to cultivate relationships and test new programs? — or Audit a site and notify OCD and PD of wasted content?
3. Do you want to work for a company that values your passion? — or your valid drivers license?
4. Which is more appealing — a) Medical, Dental, Vision, Life, 401k, EAP, Paid Vacation and Sick Leave or b) all of that, plus a fully stocked kitchen, company-catered lunches every Friday, a foosball table in our break room, and flexible working hours?
I came across the two ads below for online content managers this week and reading them shows the stark difference between terrestrial radio’s approach to digital and those companies looking to disrupt the industry. Clear Channel’s job description makes it sound more like a punishment, while Stitcher’s ad empowers and inspires. Clear Channel positions ‘online’ as part of promotions, while Stitcher sees ‘online’ as content distribution (programming.) The goal here is not to pick on Clear Channel, this is however, representative of how most of terrestrial radio approaches these positions.
Online Content/Promotions Coordinator
Position: Online Content/Promotions Coordinator
Job Category:Web-site/Graphic Design & Promotions
Schedule prizes for on-air and on-line contests
Set up and maintain proper equipment for a live broadcasts and remotes
Assists in the coordination of remote equipment set-up and breakdown
The candidate will be responsible for updating our websites and assist our local program directors and advertising executives.
Physically maintain sites with daily updates
Prepare necessary graphic/files for site
Search and be proactive in the development of content for each website
Enter and update site content
Audit site and notify OCD and PD of wasted/duplicated content
Assists in scheduling ads on site and programs
Stream monitoring for quality, ad placement, etc…
Assist station personnel with maintaining various elements on sites (promotions calendar, personality pages, etc…)
Back up all sites during vacation and absence
Must be at least 18 years of age with a High School Diploma or GED
Must have a valid drivers license and clean driving record
Must be able to lift 50 lbs
Present a positive attitude at events
Qualified candidates should have strong HTML skills, a mastery of Adobe Photoshop, be organized, and a self starter.
The position requires working knowledge of website design, and development.
Working knowledge of Adobe Flash, Dreamweaver and Adobe Illustrator is a plus.
Medical, Dental, Vision, Life, 401k, EAP, Paid Vacation and Sick Leave
College degree preferred
Stitcher – San Francisco Bay Area
Want to help shape the future of talk radio? Work with both the people, who are creating the content and creating the technology, that’s changing the industry. We’re looking for an exceptional content manager to join the Stitcher team.
The ideal candidate has a knowledge and passion for emerging media. You’ll support and cultivate relationships with content partners from radio, comedy, education, sports, news and more. You will identify opportunities and growth initiatives for partnerships and test and execute new and existing programs.
- Supporting business partnerships with key players in the talk radio/podcast industry.
- Programming new shows and maintaining Stitcher’s stations.
- Working closely with partners to optimize relationships.
- Monitoring and communicating internal & external insights.
- Working closely with the Growth team on structuring and fulfill partnership initiatives.
Desired Skills & Experience
- Required skills & experience:
- Demonstrated account management experience.
- Experience working in radio, news, comedy, or similar category.
- Excellent communication and analytical skills.
- Self-motivated and results-oriented.
- Ability to maintain and excel with multiple priorities and adapt in a quickly evolving environment.
- 2+ years of experience in a related role.
- BA/BS required.
Stitcher is reinventing radio as we know it, bringing the best of on demand audio content to listeners everywhere. Stream the latest in news, sports, talk, and entertainment to your mobile device anytime, anywhere. Stitcher is the easiest way to discover the best of over 15,000+ on-demand shows and live stations, with customized recommendations based on your listening activity. Stitcher is integrated with Ford, GM, Mercedes and BMW vehicles and has been downloaded over 9 million times.
Stitcher is located in the heart of San Francisco’s SOMA district and is backed by top-tier investors, including Benchmark Capital and NEA. Stitcher has a great team and is looking for people who are excited to change the future of radio.
We offer medical, dental, vision, 401(k) and commuter benefits. Other perks include: a fully stocked kitchen, company-catered lunches every Friday, a foosball table in our break room, and flexible working hours.
Stitcher, Inc. is proud to be an equal opportunity employer. If you have an interest in being part of a fun and exciting team, please send an e-mail with your resume and cover letter to email@example.com
So, which job is likely to attract the better, more qualified candidate who will make a difference in the company and be personally fulfilled?
“I just thought it was sick.”
“First off, I didn’t think it was funny at all. Sometimes you can maybe, maybe in my opinion, get away with some of that stuff if the bit is at least funny — but wrong. But, the thing I thought was it sucked. It was just a terrible, terrible bit. It wasn’t funny. I thought it was just disgraceful.”
He’s talking about the attempt at humor this week on a sports talk radio station in Atlanta. The three morning guys – all fired now – executed a bit about Steve Gleason, the former NFL player suffering from ALS.
Deb Slater and I talked to Shan in Episode 6 of the Radio Stuff Podcast (listen here). We also talked to Bean of Kevin and Bean from the “World Famous” KROQ in Los Angeles, Terry Jaymes of the nationally syndicated Lex & Terry Show and Terry Jaymes Alive podcast, and Fred Jacobs, President of Jacobs Media.
We all agree the bit crossed a line.
Ah, “the line.” Every talent deals with it. What is it? Where is it? How do you find it?
Shan can sense when he’s approaching it, “My show overall definitely flirts with the line a lot.”
“No one knows what the line is. The FCC doesn’t know what the line is.” Gene Bean Baxter has no doubt he’s crossed it –where ever IT is, “Well, of course, I mean I think something on our show crosses someone’s line every day.”
Terry just got off an apology tour, “I didn’t even know what the situation was. We had to go back and listen to it. When I heard it, I said, ‘oh, this is not good.’” It was a fleeting, over-the-line remark from Lex about a murdered transvestite. It was unplanned, unfunny, inappropriate, and, “It sounded very hateful.”
Enter Fred Jacobs, President of Jacobs Media.
“What is offensive is a moving target over time.”
Oh, isn’t that special? Imagine being a blindfolded tight rope walker, but every night as the blindfold is put over your eyes, they move the guide wire.
Even so, Fred believes talent should know where it’s moved to.
“Air personalities need to have a basic understanding of where the lines are, again with the proviso that the lines are often gray or even blurry.”
So, how do personalities deal with this blurry, gray, moving line of what’s acceptable?
“I think the lesson is that if you have a job like mine, or like the guys on the show in Atlanta, you are taking your livelihood in your hands – in my case 22½ hours per week, every time the mic is open – it’s possible that you might say something that will get you fired. That is the hard reality of the truth.”
It’s also a sad reality for a guy like Bean who has been on the air for 24 years. And not a reality that is necessarily fair in his opinion,
“There aren’t a lot of occupations where you get fired for making a mistake. Think about it, a doctor can misdiagnose someone, a mailman can deliver a wrong letter every once-in-a-while, a policeman can shoot someone by accident – they don’t always lose their jobs over it.”
Shan tries to avoid being the edgy comedian, “I don’t make cancer jokes. I don’t make AIDS jokes. I don’t make tornado jokes. I don’t do that stuff.”
On the Lex & Terry Show it boils down to their intentions behind a bit, “We never set out, in our entire 20-years, to hurt anybody, to say anything wrong, or anything like that. We don’t want to be controversial. We never fight with other morning shows. All the regular schticky things they do…we’ve never done that.”
TIMES, THEY ARE A CHANGING.
Terry has seen a sea change over the past 20 years of hosting Lex & Terry, “It used to be you could say whatever you want, got fired and ended up making more money somewhere else. You don’t anymore.”
Fred Jacobs senses a change too.
“I wonder, given the point and time that we’re at societally and culturally, whether this kind of radio – the Howard Stern, Mancow stuff and how that proliferated even into smaller markets – if that hasn’t maybe totally run its course.”
“Maybe people are just getting tired of the anger and tired of the humiliation. You know it even kind of rolls into the whole bullying conversation. You know whether it’s Rush Limbaugh calling Sandra Fluke a slut or these guys making fun of a former athlete who has ALS, I just kind of wonder if that kind of bullying and humiliation, perhaps, hasn’t just run out of gas. And if that’s the case, maybe that’s a good thing.”
SO, NOW WHAT?
The responsibility for what radio is and how it evolves falls on everyone’s shoulders; talent, programmers, companies AND listeners.
Shan knows as a talent he is responsible, “I did send a warning to my producer, to my co-host, and our call screener. I just said, ‘look, let’s continue to push the envelope, be edgy, but let’s use this as a warning. I think it’s really good to have warnings that scare the hell out of you. And that one should scare the heck out of any single person that works in our industry.”
Bean dreams of a day when companies step up to support talent more in these situations. He doesn’t think the guys in Atlanta should have been fired.
“I was very disappointed a couple years ago when my own company fired Don Imus over his remarks. That remark was consistent with the show they had been paying him to do for years and years and years on that station. But, just because enough people got upset they fired him for that. I think they should have stood by him and said, ‘ look, this is the kind of show Don Imus does. If people stop listening to it then we’ll fire him, because it won’t be profitable for us anymore.’”
Bean also believes listeners play a role.
“If I tune into a show and I’m offended by something that I hear on that station, so what?”
He believes shows can have momentary lapses of judgment and still recover.
“If they have a good relationship with their listeners – they are going to forgive them for a misstep , are going to say, ‘Wow, that was out of line dude, but I know you because I’ve been listening to you for a long time, so come back tomorrow and do something better.’
Fred Jacobs is pointing to talent and PDs. He writes about is passionately and eloquently in his blog post, “Stupid DJ Tricks.”
“I think when you communicate well with talent – they understand you and you understand them – the likelihood of this kind of thing happening lessens a great deal.”
Based on these conversations and my observations, radio is going through some growing pains as it evolves and redefines itself. The line is moving. It’s moving away from sophomoric humor, on-air bullying and sidekicks running around with underwear on their heads. It’s moving towards something that’s enriching, entertaining, enlightening, and empowering. And it’s moving, because listeners expect more, companies expect more and hopefully we expect more from ourselves.
Before we get into this, I’d encourage everyone to read Steve Gleason’s guest column as Monday Morning Quarterback on SI.com and support the Gleason Initiative Foundation’s efforts to find a cure for ALS, if you’re so inclined.
THE LEAD IN
When I was PD at ESPN radio, Colin Cowherd would tell me his that his job is make me nervous at least once a day and my job is to trust that he knows where the line is. That works most of the time. But, as demonstrated by the guys in Atlanta, it just takes 2:10 to erase everything you’ve done up until that moment.
I get it, PDs ask a ton from talent: be funny, relevant, insightful, entertaining, credible, unique, distinctive, opinionated, memorable, edgy, but not offensive, and appealing to a younger audience — for four hours, live, every weekday. And don’t say “uh.” And break on time. And promote the ticket giveaway. And tease better. And…
Talent will cross the line. It happens (see: Lex & Terry) . In most cases, I’ll defend the talent and I have in many cases. The Atlanta case is indefensible. It’s making fun of a guy who is dying a horrible death from an even worse disease.
RADIO SPITS THE BIT
update: Nick Cellini has deleted his twitter account.
Nick Cellini has changed his twitter bio to read “short order cook.” Nick was one-third of the Morning Mayhem on 790 The Zone, all of whom were fired yesterday for…this (Audio, transcript). Go ahead listen and read it before we dive in — context helps.
It’s a “stupid” gag they did about Steve Gleason, the former Saints player suffering from ALS. All three broadcasters; Nick Cellini, Chris Dimino and Steak Shapiro have apologized. Too little, too late.
Cellini tells AccessAtlanta.com that the dismissal is “a relief, really. The station is a sinking ship.”
Shapiro, who once co-owned the station under Big League Broadcasting also spoke out, “The ironic thing for me is that I’m an aficionado of the Saints and Steve Gleason. The bit was ill-advised.” He added the bit was not representative of the work they had done four hours a day for 16 years.
Dimino posted a long apology on facebook and realized, “how quickly a stupid and worse than that non thinking moment can change all of it (19 years in broadcasting, 30 years as a grown man, and 10 years of being a father.)”
HOSTS ALL A TWITTER
The bit had broadcasters across the country abuzz.
Rich Eisen (@richeisen) from NFL Network tweeted,
“I just heard the stupid ass Steve Gleason “bit” on the Atlanta radio station and it’s beyond appalling. Those guys deserved what they got.”
Mitch Levy (@kjrmitch), the morning guy on 570 KJR in Seattle had a string of tweets late in the day,
“While I’m sure that I’ve been over the line too many times to count, that’s about as mean-spirited & tasteless bit I’ve ever heard in radio. We all do and say things on-air at the spur of the “live” moment that we’d like to have back. But, this was a premeditated, thought out, pre-produced attack on a good man who’s losing his battle with perhaps the most vicious & senseless disease. Really had to image that someone at that station who was aware of the “bit,” didn’t say “stop” before it aired.”
Heath Cline (@heathradio) is the afternoon host at 107.5 The Game in Columbia, SC,
“How could anyone have thought this was going to be funny. Thing is, I know those guys are capable of much better. I’ve heard them do it. Baffled how they misjudged things so badly today.” This is a spattering sample of the reactions. There were also a lot of “OMGs.”
Another interesting perspective on the mishap comes from Chadd Scott, APD and host at 1010 XL Sports in Jacksonville who was fired from an Atlanta sports station in 2011 for tweets. He claims his negative tweets about Delta Airlines, a major station sponsor, lead to his dismissal. He tweeted when he heard the news yesterday,
“Feel bad for friends @NickCellini & @chrisdimino. I’ve been in their shoes & know what today feels like.” “I only ever “wanted” to work at 1 station & it wasn’t ESPN, it was 790 the Zone years ago & I did. That WAS such a good station.” “All 3 made big $ for failing station & bit gave 790 a reason 2 dump salary.”
WHAT CAN WE LEARN FROM THIS?
“What lessons are to be learned from this?” I asked on Twitter. Bean, from KROQ’s Kevin & Bean (@clydetombaugh) tweeted back at me,
“Morning show host truth: Your company has no opinion of anything on your show and probably doesn’t even listen. But, if somebody ELSE complains then it is easy for them to say it’s obvious what you did was wrong and stupid.”
How do you know when a bit has gone too far? Shan Shariff (@newschoolSS), the host of “New School” on 105.3 The Fan in Dallas, responded.
“Larry, as you know, TOUGH question. Best answer I have is feel. If I wouldn’t even make the joke off-air to my buddies, I DEFINITELY wouldn’t say it on-air. What these guys in Atlanta did was just sick. Interesting side note: I actually sent this to my guys this afternoon as a warning to watch the line. We tend to flirt with it.”
The reality of the situation is, regardless of ratings or talent, most radio hosts walk up to around the “line” everyday. They are the stunt actors of radio willing to dive off the top of a building, walk through fire, or wreck a motorcycle to get a laugh, to get some ink, and to increase ratings. And we love them for it. From time to time, they’re going to cross the line. It’s going to happen. PDs need to be there more of than not. Truth is some will lose their job (See: Dan Sileo) and some won’t (See: Rush Limbaugh).
I’ve had to deal with many obscene, indecent, and profane incidents with varying degrees of controversy over the years. The hosts who I had to terminate are the ones who wander into at least two of these four areas: personal attacks, lack of filter, off-brand remarks, and negative intentions. Here are some ways to avoid your own “instant unemployment” in the future.
- Don’t Get Personal. Being edgy is okay (depending on your station brand), but know your target. Keep your sights on actions, decisions and behaviors and avoid getting personal. Nobody likes a bully. Attacking people’s traits, conditions, impediments, handicaps, etc. is just mean, not humorous. While there are some exceptions, people generally do not respond well when you ridicule or are disrespectful to someone who has been touched by misfortune.
- Appoint someone the “content filter.” One person on the show has to have 51% control and veto power on all content. If you don’t, no one on the team has the authority to kill a bit. If that person doesn’t green light the proposed piece, then re-edit, re-write and/or re-record it or trash the bit. Get it right before you air it.
- Be Consistent. Make sure the bit is reflective of your show and station’s brand. The Atlanta guys say this bit wasn’t what they typically do – so why do it? Be authentic to yourself and serve the expectations of the listeners.
- Have pure intentions. If your intentions are to honor someone with a parody, are all in jest, and in the spirit of camaraderie — listeners will pick up on that. If you’re vengeful, spiteful and trying to tear someone down – that too will come across. If you find yourself preparing a bit with a negative intention, might I suggest canning the bit? Otherwise, it’s likely to cost you your job.
Pandora is buying a real radio station (article here); 102.7 The Hits in South Dakota. They have a theory that this puts them in the same category as iHeartRadio as it relates to affordable music rights fees. It may work. But, it got me thinking, what if Pandora started to act like a radio station?
Eight Things Pandora Will Do Now That It Bought The Radio Station 102.7 The Hits
7. Update the logo. Keep it familiar, but leverage the Pandora name, but make it more “radio-y.” (notice no mention of the website)
6. Buy more banner roll. One sad logo isn’t going to cut it anymore.
5. New Slogan:
OLD “Today’s Best Hits Without The Rap” (seriously, that’s the slogan. I didn’t realize my Mom was writing radio slogans. She’s always going on about “the rap” music.)
NEW: “If you like Nickelback….we are playing songs that are similar to them”
4. New 10×10 tent for the grocery store remotes. No radio station is complete without one.
3. Understand Added Value. Give clients spots on Pandora.com at no charge in exchange for paying for terrestrial radio buys. This works, trust us Pandora, we know radio.
2. Update the Bieber cutout. He’s much cooler these days.
1. Use streaming audio for promotion! Make sure the web stream pushes terrestrial listening, otherwise it doesn’t count!
Okay, I’m cheeky and sarcastic. I know. But, it does make you stop think about why radio does some of the things it does. Evolution involves change and change is uncomfortable. To adapt and survive, radio is going to have to get pretty uncomfortable, pretty quickly.