So, when I saw this room full of dour-faced audio media exec’s on the cover - not a smile evident among them - with the headline stating that they were all being told something about a new era of radio operations beginning amidst the worst economy, judging by their apparent ages, that any of these guys (and that one woman) had ever experienced in their lives, I was excited to read that promised ‘Forecast ’09 Recap.’
After the ads for Google automation and Fox News Radio, I scanned the contents to see Bill Bennett’s countenance, and an interview with him that included only one radio-related issue, ‘the return of the Fairness Doctrine.’
Following an ad for a media finance banker, Rhoads terms 2009 ‘Radio’s Olympics’ and exhorts us to prepare mentally, “don’t worry, plan.’
Next, on the letters to the editor page, Jim Davis, CO/CFO of Black Crow Media Group calls it as I see it too:
“At every panel discussion, these same broadcasters continue to preach that wee need to train sellers better and raise our rates. Ironically, they don’t push that philosophy through their own organizations.”
Finally, between two more full page ads for talk radio vendors, a “Forecast ’09 Wrap Up,” stating “the mood was serious .. but far from grim.” The recap included a quote or two from each speaker.
Not a single word to explain who said something about a “Hands On Era.”
Three pages of smiling people holding court, holding drinks, holding one anther's backs, holding awards, followed by all the sales-oriented columnists (I love Dave Gifford’s ‘Best Targets For New Business” list!) and then a wonderful Ben Perez piece praising the great Bayliss Scholarship winners.
Overall, another good read, but other than the front page headline, not a single word of explanation of “The Hands-On Future Begins,” which clearly someone thought was so important that they put it on the cover.
Which leaves me only with a hope that some speaker broke it to this room full of serious-faced radio high rollers that in the wake of the personnel cuts they have been mandating at the local level due to the fact that their banks are no longer deficit financing anything that their hands are the only ones left to do the jobs of the folks who have been let go.
If any among them thinks they can go on the air and get better ratings than the people who have been cut, now’s the time to do it.
Their overwhelmed, multi-tasking programmers could use the help.
The ones who aren't capable of entertaining and maintaining an audience ought to hit the streets every day, making local, direct calls with their sales people.
Their Hands-On example would motivate us all.
Hopefully, someone at Forecast ’09 said something like that.
Too bad it didn't make the magazine. A lot of us who were too busy working that day to attend another industry seminar might have liked to read about it.