And they all say radio needs to find more talent, people who are genuinely creative and great communicators. They bemoan the fact that these people are hard to find.
Today, I don’t know any Millennial who wants to make a career in radio. Why the hell would he? That's like wanting to be a butter churner. With so many more options available in video and music and numerous internet outlets where you can get your project – whatever it is – directly out to the public, why would anyone with artistic abilities or a need to express themselves bother with a medium that is dying, eliminating talent, exploiting the talent it has, and none of his peers listen to anyway? What’s to aspire to – being on a morning zoo making bad vagina jokes? Doing voice tracks for seven stations all for the price of being on one? Finding clever ways to say generic things so listeners will think you’re actually in Yakima? What idiot has stars in his eyes for THAT?
And these radio conglomerates that are bemoaning this lack of new blood have only themselves to blame. How are young broadcasters supposed to gain experience? No longer are there weekend all-night gigs in small towns? No longer are there first jobs where you can be terrible. If anyone ever uncovers a tape of me from my Bakersfield stint I will have to kill him. And when I play the tape during the trial no jury will convict me.
So where is this talent pool supposed to come from? Who wants to move to Baton Rouge to do Metro Traffic for five stations at minimum wage? Who wants to move to El Centro to do a daily six-hour morning show, three hours of station production, and three hours of going out on sales calls… for minimum wage? Video didn’t kill the radio star. Radio did.
And a final note to these giant conglomerates – assuming you all don’t go bankrupt in five minutes (which you will), there IS plenty of talent out there. Funny, fresh, vibrant, relevant with the rare ability to excite, entertain, and connect with an audience. Yeah, they’re out there. You fired them all.