It’s been downhill ever since.
I’ve only heard a few clips of Roth on the air – not enough to make any judgments. I’ve read some listeners like him, others hate him. That’s not the point.
Why did CBS Radio gurus choose to hire a non-Radio guy to do such an important morning show in 7 large markets? You could fit Roth’s radio experience on a postage stamp. And yes, it does matter.
Why didn’t they hire a Radio professional? One for each market? Professionals with acts honed over years who specialize in mornings?
Not everyone can do a successful morning show. It’s a special skill and it requires not only experience and talent but a keen insight into attracting the desired audience. Even among Radio professionals themselves, only a small percentage are really cut out to do a morning show.
The truly capable are a small battalion within the Army of Radio personalities.
Back in December, 2004, in an article entitled, “Is There Radio After Howard Stern”, I wrote:
Instead of looking for a quick or generic fix, its too bad Infinity [CBS Radio] is not willing to let the local markets and local managers actually do their job and find the “right” replacement for Stern that matches the needs and pulse of each market.Of course, with Stern’s exit, Infinity stands to lose millions in revenue. But, there’s no assurance any Stern replacement will be able to stop that runoff of dollars.
Besides, the real core Stern listeners are going to blow their wad and jump over to Satellite Radio. What each market will have left are the half-committed Stern listeners and one big hole – a hole each station would be better served by hiring the right talent – not just a replacement talent.
The right talent would have been a Radio professional. When Donald Trump needs a new manager for his casino, does he hire Tommy Lee from Motley Crue because Tommy once “ran” a casino during a reality show segment? No, he hires a manager who has experience in the casino business.
