I’ve been in the radio business, or should I say the talk radio business for about 26 years. (I’m 45) I’ve heard from the beginning that this business “suffers from the lack of a farm team” or programmers stressing about “where will we find the next generation of talk show hosts” Oh my! This alleged insurmountable problem is still being discussed. The agenda for the upcoming R and R Talk Convention advertises a discussion panel as follows:
Just like oil, talk radio talent is a rare commodity, which means, just like America, radio needs to drill in new areas to develop alternatives to our current dependence on small markets and broadcast schools. Learn how experts from outside of radio are building pipelines to new sources of fresh talent.
Folks, I’m here to say the “problem” of a lack of talent is simply not true. I wonder how this radio urban legend ever got started? Probably a lazy program director in a major market who had to justify to the board of directors why he hired his buddy and not someone who was actually experienced or good. Just a theory. The lack of talent lie sounds good, so it gets repeated year after year.
First of all, at the station where I work and at the stations I’ve helped with employment searches, I’ve never had a problem getting a pile of applicants, many who are damn good and experienced. So..uh I don’t get it. If I was paying a high salary I would get an even higher response.
Let me pretend for a moment that I’m programming WABC in New York, or KFI Los Angeles or even WMAL in Washington. Do you really think that if I needed to find a compelling experienced stable talk show host I would have any trouble? Of course I wouldn’t, and I wouldn’t have to resort to hiring a politician or weak cable tv show host to get it done.
Need talk talent? Here are some ideas for you:
It sounds obvious, but you need to advertise for it.
Hire or cultivate weekend talent from other stations in town, or within driving distance of your station. It’s not that hard.
Try and hire a recent small market Marconi award winner.
Drop Coast to Coast AM and put a potential up and coming talent on overnight as a back up for one of your big guns.
Our business is loaded with DJ’s who can’t stand playing music. Find them on morning drive music station across America.
Sponsor a best unknown talk show host contest for cash. Advertise it in the trades.
Ask a consultant to help you. Like me.
Find the best podcasters, or youtube stars and teach them radio.
etc.
Do not:
Give up and just put on the latest syndicated flavor of the week.
Do not:
Hire a newspaper guy, a tv guy, a comedian, or the ex mayor.
The only reason this industry can’t find new radio talk talent is they simply don’t know how to look, or don’t want to look. Too much work I guess.
I’m so tired of hearing the lie! Radio talent still exists, don’t let anyone tell you any different.