Well, part of that answer rests in the fact that 10 or more years ago, there was no Internet Radio, no iPods, no Satellite Radio, no Podcasts, and no audio content on cell phones. Certainly, there was less competition for ad dollars.
But, that aside, how is it so many of America’s radio stations used to have live personalities, 24-hours-a-day as the standard operating procedure instead of voice-tracks and automation?
For that answer, start at the top.
We have bid farewell to a league of managers once stationed at American radio stations who came up through the ranks and understood the mentality of sales and programming – and how to effectively control their duality into a synergistic combination of fun and profit.
More than ever, Radio needs talented managers who truly understand the power and joy of this medium; managers willing to admit there is an unexplainable layer to this business which demands a splash of show business, the nurturing of on-air talent, a dash of creative promotions, and plain old balls.
Find these people and Radio will once again being able to consistently make profits - instead of just budget cuts.
