My prediction for Pensacola Radio

[amfmxm]

LOL. Yeah... 25 grand is about 12 bucks an hour, isn't it? I'm not exaggerating by much. A good guess would be that the top air-talent in FWB may make in the forties... but rookie jocks might start in the teens--if they can beat out a computer for the job! So an average of $25K-$30K might be about right.

As years go by and all the ex-jocks blown-out by the consolidation/automation process wander into other fields, the supply-demand dynamic will reverse itself--and may be doing so already for CHR and other young-skewing formats. Can't exactly slap a 50-year old jock on a station aimed at 21-year olds and expect them to relate. Well, you can... it just won't work, that's all.

In as much candor as I can muster, the non-sales types who can (and always have been able to) make a living in radio are those who understand that "talent" is short-hand for "something most other people cannot do"--and understand how to negotiate positively and persuasively. There is still a very strong parallel in the on-air/talent/show-biz side of radio to professional sports. People who make it to the majors can still make 6-or-7 figures. Those who are stuck or who choose to stay in the minors will not.

And, as always, there are successful companies in radio and unsuccessful ones. The 30% to 60% cash flow figures I occasionally cite are operating margins generated by the companies who know how to do this--and very few industries support those kind of profits. As for companies who don't know how to do this? Well, as has always been the case, they disappear... 

[jmtillery]

If I had been paid $25k per year when I was still in programming, I would have thought I was a very rich man. My first full time air position, which included a daily four hour air-shift, production, remotes, and promotions, while also serving as program and music director for the number one station in the market, paid $140 per week. I found sales, marketing, consulting, and media brokerage to be more lucrative.

[Tibbs2]

RNR, I find it all very interesting. I don't remotely buy the concept of distant, VT or non existent air staffs. I guess i am old school. Certainly the well-programmed Jacks and similar models could be a slight exception. But, with the multiple music choices stealing the business from radio, I find it quite unacceptable to not offer the live and local connection. Even if it does cost, the revenues will often increase with the proper format, sound and ratings. Right now, if anything, badly done radio is driving people away, so it is hurting the good stations. When radio doesn't sound unique or offer something more entertaining that lifeless audio online, it's days are destined to be numbered. Maybe not in our lifetimes. These owners are short sighted. What revenues are they missing? That's what no one is counting.

Now, flip side is that stations like those in PCB (aka Double O's) have never been profitable since the 1980s. Five or ten owners later. Same old story. They haven't tried to think outside the normal box. They all hired expensive consultants and got nothing for their money. Sure it's a way over radioed market, but still...give the listeners something to listen too and for. Consultants don't get radio. Accountants don't get radio. But yet these clowns all fall all over each other to play follow the leader down the financial well. I would be terrified to be Powell buying the four OO stations. A good investment is made when you buy things. How much will they spend on fixing things? I wish them the best.

And, yes, RNR is correct. If done properly the return can be good. But it takes re-investing in the station and listeners. That's what is wrong.

[amfmxm]

Bingo, Tibbs. Doing "good radio" requires investment--of money, of ideas and of time.

FWIW, I've said for many years that the missing ingredient from 30 years ago that most broadcasters give short-shrift is humor--comedy. Larry Lujack, Gary Burbank, Jay Thomas, The Greaseman and Dr. Don Rose were funny, funny guys. Today their successors are all over Comedy Central and hauling down millions doing arena-size stand-up concents and a national web of local comedy clubs. We need funny pepole back on the radio. (Yes, a few--including Jay--are on Sirius/XM--but I'm talking terrestrial radio). Anybody can play tunes. That's easy.

I want to apolgoize for taking this thread way the hell off course. Pensacola radio? Uh... the corporatists have arrived in force. Minimize expense, maximize revenue, maximize BCF.

Yes, it will be interesting watching the two biggest chains knock heads, but don't hold your breath waiting for them to do anything interesting. You've heard it all before, if perhaps under a different brand name. For "interesting," look to the moms & pops and/or non-commercial radio.

[poledo]

I want to apolgoize for taking this thread way the hell off course. Pensacola radio? Uh... the corporatists have arrived in force. Minimize expense, maximize revenue, maximize BCF.

North Florida, going off course since 1559.  It's what we do best.  Where's Rob, we need a new direction?

[Rob-42]

If you want to know the truth, radio here kinda sucks, bring Tom Kent back, at least he made me felt like I was listening to radio again.

[poledo]

Radio here has sucked for 29 of the last 30 years.

Who the hell is Tom Kent?

The only DJ's names I know are Wolfie and a couple that do a morning show called "The Morning Movement" on 99Rock, Chip Nelson on The Rocket, Don Parker at WCOA and... uh.. John Boy and Billy on The Rocket.  I think Dave Daughtry is still on WEBY, that man's been on local media since before anyone had heard of Cumulus or Clear Channel.

[Rob-42]

http://www.tomkent.com/ he's on 95.1 PCB.

-Rob

[poledo]

That guy's not on Beach 95.1 in Panama City!  He's on over 200 radio stations nation wide.  You might as well miss Scott Shannon on WABB.

[Tibbs2]

Poledo - I thought I would check out the Beach website and Tom Kents all over the site. Have they dropped him, etc?