A Change Manifesto

“It is easy to dodge our responsibilities, but we cannot dodge the consequences of dodging our responsibilities.” - Josiah Charles Stamp (English Economist)

Last week, in response to my riffing about Wall Street radio, someone replied by asking me what the solution is. They pointed out that complaining without a solution isn’t very productive. So I’ve given it some thought, and suggest this 5 point Change Manifesto:

1. Give the radio station back to radio people. Your “Wall Street” model isn’t working. Radio simply can’t provide the kind of sustainable growth that Wall Street needs for success. Move the financial types aside and let the true radio people back in before it’s too late.

2. Put the listeners first. I never did figure out how ignoring the primary consumer was going to create a stronger industry, and it hasn’t. Why is TSL down across the country and we see so many reports of dissatisfaction with radio? Because we’ve forgotten that in order to provide value to the share holder we first have to provide value to the listener. Once we’ve provided value to the listener we’ll be able to provide value to the client. Only after those two constituencies have been satisfied will we be able to provide value to the share holder.

3. Allow us to sell radio as if it has value instead of “price per pound.” Your way has presented years of radio revenue downtrends, and it’s only getting worse. Unless you’re ready to take a major haircut when you sell the stations, you’d better let the salespeople know they’re valuable to your operation.

4. Invest in growing a stronger industry. Can’t the captains of the industry understand that if the tide comes in all boats rise, and that if we’d start working together we might accomplish more. You corporate MBA’s are supposed to be smart, so look up the word investment.

5. Quit blaming your people Whether you succeed or fail isn’t the result of an Excel spreadsheet, it’s because of the people you have on your team, at every level. So stop acting as if it’s their fault you’re failing. Didn’t someone once say that if you’re pointing your finger at someone there are still four fingers pointing back to you?

In researching this I found an article Eric Rhoads had published in December of 2001, a very tough time for radio. Perhaps more people should take a second look at it.

Comments

[Jerry Croucher]

Alan,

You are right on target with this post. The listener comes first, period. In my opinion, the industry has forgotten just who they serve and who their real customers are.

The commercial stations have been serving the interests of the advertisers and the non-commercial stations have been serving the interests of the donors.

Put the listeners first and serve them, the advertising or donor dollars will follow.