This is going to be a lot of behind the mic type stuff...
I saw this tweet from Radio-Ink this morning..."Clear Channel CEO says Radio needs more 20 year olds." Excuse me while I respectfully disagree. Radio doesn't need more 20 year olds. Radio needs to embrace the young talent they currently have.Too many times the "old guard" doesn't help the next generation along. They devour them. There are plenty of "20 year olds" in radio, but those 20 year olds quickly realize that, unless somebody croaks, they have no chance of moving up no matter how hard they work...so they say screw this and find another career. Of course I'm generalizing. Some of the younger ones are actually able to move up. This is the exception and not the rule. Back in the day...weekends and overnights were used to help the "20 year olds" learn the craft. Now, weekend and overnights are voice tracked from out of market, "premium choice" (ugh) talent. Thus keeping those "20 year olds" in the same part time, no advancement, log signing jobs. This is not about the local managers. A lot of these decisions are made from a corporate office with no regard for the local markets. These guys/gals have no choice in the matter.
Radio does need a youth movement. I was listening to a local station the other day and the jock, who I'm sure is a nice guy, couldn't explain how to listen to the station online. Online listening continues to grow...at a much slower pace than what was expected but it's growing. If your talent can't explain how to go to the website and click the listen live button, then you need somebody on who can. If you can't explain to your audience the different avenues they can use to connect with the station...you're going to get left behind.
I understand why the old guard doesn't want to let go. They need jobs as much as the young ones...but they also need to embrace the youth they have working with them instead of pushing them aside.
T
