Listeners will soon begin to see the results of these budget cuts as personalities disappear, often without the ability to even bid fans goodbye. That’s the way Radio works: once you’ve been designated for the talent trash heap, most companies want you gone as of your last show. It's unfortunate because not only does it display a complete lack of understanding of the host/listener relationship but it is an insult to any radio talent who considers him or herself a professional.
Alas, that is the business called Radio.
Dead Man Talking
When the F.C.C. deregulated Radio in the mid 1990s, there was an initial purge of talent as big companies consolidated operations to save money. That happened over several years. Thousands of jobs disappeared. The current round of contract buyouts, forced resignations, and dismissals seems to be happening quickly and industry bloggers and commentators are suggesting it will increase at a rapid pace.
Sadly, in many instances local talent is once again being displaced by syndicated talent. That's not to say syndicated talent is bad. It’s not. Syndicated talent and local talent both play an important role in what great Radio should be. But, what's happening in many cases is a short-sighted financial fix which will have long-ranging implications.
It's the Local Talent, Stupid
Local radio makes a difference. When companies show a willingness to dilute the power of "local", they risk losing listener confidence, advertiser support, and the importance of their radio station to the community it serves.
All of this disregard and disrespect to local talent will play out by diminishing the strength of Traditional Radio and giving support to AM and FM’s competitors: MP3 players, Satellite Radio, Podcasting, Internet Radio, and whatever else is on the horizon willing to serve listeners with options, variety, choice, and respect.
Some of the people making major decisions in Radio today are not necessarily folks who came up working in Radio. They're businessmen, not Radio people.
To you businessmen, please remember: Radio is People.
Or, will it be:
R.I.P.
Radio Is Paralyzed.
