Here’s a simple way to understand the medium. Few people can argue that Ray Charles “Gorgia on my Mind” isn’t one of our cultures all-time greastest songs. However, if you give that samr song to William Hung to sing, it’s suddenly not that great of a tune.

The ability to connect with an audience and create that emotional bond that becomes to cornerstone of good media lies within the talent of the individual presenting it.

Unfortunately for the radio business those talented people cost money. Today’s radio business does not like to pay out any money (they’re made too many trade deals over their decades of being in business.

so the “talent” is treated badly and forced to move on. Interestingly enough, a talented person can leave an industry like radio and find success elsewhere.

This leaves the industry employing the folks who were not good enough to get their shot when the “talents” were still around and beginners willing to take any pay and do anything to break into the business.

This is where the quality in the industry begins to break down.

In a comedic recognition of this problem, bigger companies will hire “Recognizable talents” (AKA famous people) to offset the growing pool of white noise DJ’s.

In making this “talent” business move the radio companies invest too much money in a person that, for all intensive purposes, is still a radio beginner.

The talented radio folks have been forced out of the industry and there does seem to be a door for them to find their way back to doing what they like doing best – connecting with the community they serve.

I’m presently writing a book on radio industry professionals and how broadcast management fired them very poorly and invite anyone who has a story to tell to write me at sullivanseanlynn@aol.com

The common claim is that Smooth Jazz or Jazz of any type don’t bring in enough Ad Revenue to justify the format….(I think this is Bogus!)

When someone figures out how to make a Boatload of Money off of Internet Broadcasting, or figures out how to transmit a Digital FM signal from an Internet-based source, watch how fast regulations are put into effect….

Now, as far as the disapearance of Live Festivals? I can see that taking a hit if you’re promoting the Count Basie Orchestra or that type of Jazz, but not a Norman Brown/George Duke ticket or an act like Brian Culbertson….What gives?

My only response is, “I don’t tell you how to sell cars, don’t tell me how to produce commercials”.

Freddy’s Response: Speak it, brotherman. I think every ad professional has encountered the same issue with clients who presume to know the business better than they do. It would be like a patient directing his doctor. Thanks for the thoughtful insight in response to my negative take on radio advertising.

You know what else goes along with failure and radio? The Microsoft Zune. It’s got a radio tuner for some reason… now if there were any good radio stations then that might actually be a selling point.

http://blogs.barrons.com/stockstowatchtoday/2009/01/26/cbs-favors-creditors-over-shareholders-analyst-says/

Freddy’s Comment: I see you’re writing me from CBS Corporation. How’s biz? But don’t worry, JT. Considering how many advertisers are fleeing radio altogether, you’ll have plenty of inventory to work with. By the way, since you seem pretty high on the medium, I can offer you a great deal on some radio stock.