Taking the Pulse Of The Music Radio Industry

After last week’s radio layoffs at Audacy, I heard from several programmers and on-air talent. Concerns about the health of the radio industry, and how its financial challenges may impact future investments, job security, and the responsibilities professionals are tasked with completing weighed heavily on everyone’s minds.

I wondered if those concerns were elevated due to the layoffs or if they were widespread across the radio business. The industry has been nervous for 20 years. It’s no surprise that people reach out after hundreds have lost work, express disappointment in the industry they’re working in, and ask questions related to finding a better way forward.

With some time to think, I decided to create a simple 10-question poll to see how people were feeling about a variety of key issues affecting them in their place of employment. Are people less confident about their job security? Do they feel overworked and underpaid? Have they been trained and given the resources needed to succeed? Do they feel appreciated, valued, and supported by those they work for?

I spent 30 years programming and as an OM where I experienced RIFs from both sides. I’m honestly not sure which is worse—getting canned or doing the terminations. This week I have been texting with a friend who is experiencing PTSD following layoffs and people she had to terminate. It is sad to see this person I have admired for many years, who has much success, feeling this low.

Having covered the radio industry now for both All Access and Barrett Media, I would like to say she is an outlier. But that is not the case. I believe radio has done this to not only the best and brightest but also the young producers and everyone in between. People celebrate on their way home that they are employed another day.

Back to my programming days. It had gotten so bad that if I asked to see someone for a few minutes or set a meeting, the first assumption was that they were being called in to be fired. I felt constantly like the grim reaper walking in the hall. A wrong side glance or walking up to someone’s desk created a stir of panic.

And don’t even think longevity and loyal service are valued. We saw that in the most recent layoffs, where I started many paragraphs with “after 25 years,” “after 23 years,” and so on. I’m sure in a few cases, the company is patting itself on the back for allowing people to try to save face and resign instead of getting fired.

In the past two weeks, I have met some young people who are enthusiastic about radio. The way many of us were when we broke in before consolidation. I have heard that the Intercollegiate Broadcasting Systems (IBS) held last week in New York was full of excited, wide-eyed young people. It would be a shame to see them go from that enthusiasm to someday feeling like my friend suffering from PTSD.

I keep hearing how we will create the next Stern or Seacrest. The answer probably lies in the rooms of that IBS conference. But where will they get the airtime to cut their chops? How many midday or evening shifts are left? And will they be seen as an expense on a budget line that is no longer necessary?

It’s not all doom and gloom. There are still companies doing good local radio. But I always worry they will experience “The Walmart Effect.” When Walmart comes into town, it undercuts pricing and drives the little guy out of business. Whether it is the intended business model or not, it is cause and effect.

We know that big companies have issues with rate integrity, which impacts local owners.

So where does all this leave us?

To gauge the radio industry’s pulse, we are asking professionals to answer 10 simple questions. Those who participate will not have their names revealed. This is being done privately, and once we’ve received enough feedback, we will present the findings in a future column. 

If you work in the radio industry, click this link, and let us know your thoughts. You’re also welcome to pass it along to others inside the radio business. If you have any questions, I can always be reached by email at Jeff@BarrettMedia.com. 

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