One Step Forward

We all know that several chunks of every hour are dedicated to commercials, and these blocks of time are often thought of as hopeless... as if there's nothing that can be done to improve them.

Commercials are what commercials are, eh?

Clear Channel has a trading network set up where the staffers swap voices, scripts, workparts, and ideas.

That equals better sounding spots.

For the staffers, this trading network also equals exposure. Sure, one could argue it's only exposure within the company, but we all know that a new gig often means working for another company.

The lowering of quality and standards is reversible. But reversing that trend takes a lot of hard work, and that hard work begins with bringing hard working people together.

I'm not saying CC is some kind of hero. They led the charge toward so much of what caused the woes radio faces today. Lower standards, fewer staffers, slashed budgets. I'm not arguing that. But change happens, and change doesn't always have to be for the worse. The question is - are you treating the CC of today is if it's the CC of years' past?

As an example of why you'd be a fool to do that, take a look at CBS Radio.

CBS was once a great radio company (Infinity). Clearly it is not today. The Philly legend that was YSP got shoved off a cliff. Krock NYC is done. CBS-fm? Buh bye. The Oasis in Dallas. Gone, in favor of the flavor of the month.

The further down the Arbitron page you scroll, the greater the odds of finding CBS stations. They're struggling in more and more markets with more and more stations, and they will most likely continue to do so until someone with enough power to instill real change says enough is enough.

The reason I mention this "one step forward" (the sharing of production talent within Clear Channel) is because I see it as a potential step towards bringing even more talent together. What CC needs to do next (if they haven't already), is set up the same sort of networks for their air talent, especially their morning shows, night shows, and dare I say afternoon shows?

Actually, it should be a two step process:

Step 1: Turn the company into a place where broadcasters want to work by bringing more to the table than money. Bring opportunity for growth and advancement. Turn the company into a place where creativity is rewarded rather than shunned. Easier said than done? Maybe. But the upside is huge, and with CBS struggling so much and Susquehanna in flux, the time couldn't be better.

Step 2: Create a talent scout position to find talent and get them in the company. I got blown out of a CC gig years ago and there wasn't any way for me to stay in the company even if I'd wanted to (which, at the time, I didn't).

If I wanted to land a gig at Clear Channel today (or CBS, or Citadel, or just about any other company), there isn't a centralized place for me to send my package.

I'm not saying the hiring process should be in anyone's hands but the local station. However, it sure would help if there was a national talent scout who tried to connect available talent with company openings.

To borrow a famous phrase, bringing talent together is one small step for broadcasters that could lead to one great step for broadcasting as a whole. Let's just hope it's one small step among many.