Never be the next guy ...

It's more important to be the guy after the next  guy.

Which is bullshit, unless you've been thru radio consolidation.

Here's Randall Bloomquist's column on this:

(Note:  everything Bloomquist has to say is crap; he's an idiot.)

Lee Larsen’s recent announcement of his impending retirement as President of Clear Channel/Denver helps explain why news/talk KOA/Denver has not replaced PD Kris Olinger, who left in June. Larsen may have slowed the search to allow his successor to select his or her own PD. But uncertainty about Larsen’s future did weigh on the candidates’ minds. At least two contenders withdrew from consideration this summer out of fear that Larsen would exit shortly after their arrival, leaving them at the mercy of a new boss.

The KOA situation illustrates a significant recruitment issue. For a variety of reasons -- continued turbulence in the industry, the diminished status of PDs, increased concern for career and family stability, the depressed housing market -- many experienced programmers have lost interest in re-locating to take a new job. I recently presented a mid-market PD with an opportunity to move to a top five market. The response, “I don’t know. Maybe. The money would have to be really tremendous, and there would have to be some kind of security guarantee to get us to move.” And this person doesn’t love their current job!

Such ambivalence, combined with continued pressure to reduce payroll costs, likely means that more PD vacancies will be filled internally with news directors and producers elevated to the top slot. Promoting from within offers some advantages. A homeboy PD may be well attuned to the local community – always a good thing, even on a largely syndicated station. Internal hires are also cheaper as management saves on relocation costs and can typically get away with offering a current staffer an incremental raise to take on the new assignment.

But there are potential downsides that a GM needs to consider and address. Hiring from within denies the station critical new blood. A programmer who has worked elsewhere brings fresh ears, different ideas and, perhaps most importantly, a clean slate that allows him to build a relationship with the staff unencumbered by past dealing in a previous role. A smart young programmer once told me that he passed on a chance to return to a former station as PD because “to those people I’ll always be a producer.” Experience is also an issue. Not every great news director or producer is ready/able to become a great PD. Hiring an experienced programmer may save a lot of short-term wear and tear on the organization.

GMs who decide to hire their next PD internally should consider two things:

Nurture the PD’s growth: Give him the budget to attend industry events, where he can meet and learn from veteran PDs, share his own successes, and build personal relationships with syndicators. Commit to providing him with the one-on-one guidance he needs, especially if he doesn’t have much management experience. Make sure he is properly supported by the group’s news/talk PD. Encourage him to read the trade press.

Consider a Consultant: This can be the answer to that need for fresh ears and ideas. A wise consultant can even serve as a mentor to a young PD, providing critical lessons in every area of program management.

Yes, both of these initiatives cost money. But the investment is modest given the cost of replacing a failed PD.

Tampa Bay talker Mark Larsen comments:

“While I applaud Tom Leykis' enthusiasm [for talk’s digital future], wayward talk hosts seeking a venue need to know the reality: Terrestrial radio still rules the audience and the revenue. If wanna-be podcasters don't have a hefty no-cut contract payout like Tom has, they had better get a day job lined up while doing their podcast.

"Is podcasting/web radio growing? Yes. Is it easy to get started? Sure. But as a radio guy who has done it all, including sales, I can assure you that generating revenue is the reality check. My podcast has the best audio processing on the web, 30 years of market heritage and we've been growing about 10% a month. But Tampa Bay isn't Los Angeles -- it's much more depressed. Most out-of-work talk jockeys are off the air because radio revenue has crashed in their area. If established radio stations can't make [significant money], why would a podcast?

"People are migrating to the web for programming, but revenue is trailing listener growth exponentially. Media buyers, from agencies to direct accounts, don't 'get it' yet. You would not believe what goes into getting a $500 order. My podcast will generate enough revenue to get me a couple of ski trips this year.

"Tom is partly correct about niche podcasts -- content not found on the radio. But 'niche' means specialized, or small. That's generally not good for advertising. I just want the talk jockeys who are about to miss a house payment to think before they drop several grand on audio equipment for their podcast to rant about Obama, et al. (I own a [professional] recording studio, so my overhead is zero.)

"I do my podcast primarily to stay in front of a loyal fan base. And it keeps me limber in case a rare opening should occur in this hideously consolidated, shadow of an industry we knew as ‘local broadcasting.’”