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Radio would rather cut and run rather than invest its forces and talent.
With all the downsizing in our industry, there is no sympathy for air talent or managers after they are cut loose. Afterward, many have launched their own podcast, but with over one million podcasts, how do you stand out or monetize the show?
[Related: “Podcast Consumption Reaches New Heights”]
While podcast listening is at an all time high, according to Edison Research, that doesn’t mean the shows themselves are making a profit.
As a result, where does today’s radio talent go to learn their craft? Most 7 p.m.–12 a.m. slots are either voicetracked or a jukebox.
Just what the industry doesn’t need!
If all you want is to be automated, the streaming services do it better and without all the commercials. This also applies to midnight–6 a.m. shifts, which are largely either voicetracked or all music.
No personality. No live presence. Some syndication, but nothing authentic.
Yet, the radio industry emphasizes the importance of being “live and local.”
On the daily
It has been brought to my attention that new talent is found on podcasts, TikTok or YouTube. I certainly hope that is true. But anyone who has been a radio host knows that being on the air each and every day is crucial. There is something to be said for making stupid mistakes live on air. It is how a talent learns and grows.
But as an incumbent on-air personality, if you’re unwilling to make changes, you might as well pack it in. I could tell you to be more creative, but it won’t have the impact it should. When searching for your next opportunity, it is essential to package yourself as a multitasker — someone who can handle multiple tasks at your next station.
Learn new tricks
One-trick ponies won’t make it in today’s media landscape.
If you are intent on finding work outside the radio industry, you can diversify what you offer. There are many employment opportunities:
- Influencer/Content Creator
- Social Media Manager
- Voiceover Artist
- Communication Coach
- Podcast Host or Producer
- Freelance Writing
- Audiobook Narrator
- Educator — Teacher/Trainer
- Public Relations
You will need to be able to diversify your skillset. There are more occupations than those listed above. The more skills you offer your employer, the more indispensable you become. Do what most won’t do when searching for employment: Stay visible in your community.
Attend local events, an excellent opportunity to build a referral engine. Support nonprofits and become an ambassador for your own brand.
Create a local small business blog focusing on local success, creating customer opportunities and ways a local business can succeed. Then, explore how social media can support these efforts.
Gary Begins media consulting firm is Sound Advantage Media.