Is It Time For A Radio Divorce?

Once upon a time, in a land not so far away, a program director summed his assistant. As the young woman walked into his office with all new mahogany furniture, he barked, "Make a reservation for 10 tonight at (insert swanky expensive restaurant here) because (insert record label with Black AMEX here) is coming to town, then call (insert television station here) to get all the times our spot is going to play tomorrow. I just found out that all 15 $1,000 winner checks' from last week were cut so call those winners and let them know they can pick up their checks; I don't want to fall behind in the first week of a five-week contest." She politely acknowledged and left the office. Ah, the good ol' days.

Now, with the days of expensive dinners on the record label's Black AMEX card, assistants, huge TV campaigns and heavy cash promotions behind us, it's time to make a decision: Do you want to adapt to the changes in the industry, or is it time to call a spade a spade and face the inevitable radio divorce?

Let's face the facts: The industry that most of us grew up with and fell in love with will never be the same again. It has evolved into something different; but what in life doesn't evolve? You've probably grown up a lot since you were 21, right? Remember the days when you thought you were invincible and knew everything? Now when you look back upon those days you realize you didn't know a damn thing. The radio industry is no different; it has evolved into a new animal.

In relationship terms, it's like a significant other who you've been with for years; you need to decide if you can still make it work, or whether you're going to limp along, bitch, and make everyone around you miserable just because you are. You may need to grow up, face facts, and admit that you have simply grown apart from one another, and it's time to go your separate ways.

This evolution of the industry is not going to be an easy one to adapt to for some. As a manager, you're no longer working a 9 to 5 with weekends off. Most likely you are arriving at work earlier, leaving later, doing some work at home, and even logging some time on the weekends. This change in your job description has probably caused you to have to reprioritize a variety of things in your personal life as well. Even with the changes, do you still enjoy coming to work every day? Has something you always loved dearly become more of a tedious task then anything else? If so, it might be time to consider counseling or even a divorce.

Why throw in the towel? Because there are a lot of us who continue to love this industry and give it everything we have on a daily basis. We have made a lot of sacrifices on behalf of the business, from spending extra time at the office causing the demise of relationships and marriages, to putting our personal hobbies on hold to better the station and the industry. We don't have time to sit in the halls and bitch about management with you because we're busy coming up with new interactive ways to keep this business afloat. We don't have time to listen to you whine about how you might have to work this weekend because we are too busy plotting a concert, that will occur on a weekend, but will net the salary of a full-time employee, hopefully saving another job from being eliminated. Don't hate me because I hold my employees accountable for their jobs and you don't simply because you don't care. That's a bad excuse, and quite frankly, it makes you a bad manager.

Every week, I talk to talented programmers and air personalities who are no longer in the business -- some by their own choice, others because they were forced out. What I can tell you is that for every jock or programmer who bitches, there are several others who are better, brighter and more passionate. They would give anything to be in a position to complain.

Before you go to bed tonight, ask yourself: Is it time for a radio divorce?