In this week’s Programming To Win column, Bob Quick discusses when a programmer is faced with the “nuclear option.” At what point is a personality, advertiser or syndicated program holding your station “hostage?” Quick reminds us that no individual or song is more important than the station overall.
Bob Quick
By Bob Quick
It never ceases to amaze me the short-sightedness of people in our business. Radio is a VERY small industry.
Seldom I meet someone new that doesn’t somehow have a connection to me. More than likely, the connection is that we’ve both worked with someone in common on the station level or network level, or with someone in the recording industry or have a vendor we both know. Radio is a VERY connected business.
So, when I have a client tell me that a syndicated host refuses to cut liners for their station, it just blows me away. I would completely understand if it was a blanket policy, that they don’t do it for any client station. After all, some shows are just so big in numbers of affiliates, it would take a full-time staff just to deal with station requests…and if you do it for one, you have to offer it to all. It’s only fair.
But, when a host of a syndicated show that has never been on the station before 9 pm complains about being moved to 11 pm and refuses to cut liners to promote their own show. WOW!
Last time I checked, syndicators bragged only on the number of stations that carry a program…not when they carry it.
And…It’s a small market. The station would save more money by signing-off at 9 pm than from what it makes directly from carrying the show.
Not to mention, that now the Operations Manager will never consider moving the show to a better time slot if the opportunity arises…and if he moves on, to a lager market, would think twice about that host when considering all his programming options.
The Operations Manager could have dropped the show, but he took the high road.
Good for him!
I would have supported the decision to cancel the show and upper management would have backed him…but he chose not to. He could have even used the “Nuclear Option” and dropped every show he gets from that syndicator, and they provide a lot of the station’s day. That would have “hurt.”
Granted, the “Nuclear Option” does work, but should only be used as a last resort.
I’ve had bands that dropped out of committed concert dates and have had to resort to “dropping” all their songs from my station’s playlists to show my dissatisfaction with their decision. (That didn’t solve anything.)
I’ve had syndicators try to cancel my contract when a competitor made them a better offer, so I’ve threatened to drop all their products from all my stations to prove how serious I was about the situation. (Now that got their attention!)
This is the most important thing you can read in this article… NO ONE PERSON, SONG, OR SHOW IS MORE IMPORTANT THAN THE TRANSMITTER. Don’t be held hostage. The station will continue broadcasting with or without whatever song, talent, or show you have on your airwaves. Unfortunately, with or without us as well.
For that reason, CBS should have used the “Nuclear Option” and dropped Stern the moment he uttered the “S” in Sirius. They were going to lose most of the revenue from his show in a few months anyway. Instead it became a months-long advertisement for Sirius Satellite Radio. If Dan Mason was there then, it may have been a different story. CBS didn’t have a back-up plan, and they were held hostage.
But remember, when you consider using the “Nuclear Option”, whatever it may be, you will have to live with the circumstances afterwards. It’s a decision that shouldn’t be taken lightly.
Have you ever been faced with an ultimatum? That’s what this is and there’s no turning back.
It never feels good doing it. But, sometimes you have to do what you have to do. More often though, the real repercussions of the situation are felt at a later time.
It can be “bullying” and most people don’t like bullies.
It can be self-defense, but its still doesn’t feel good. So, take the high road (if you can) and act with humility in these situations…and believe me, you will be the victor in the end.
But be prepared for the “Nuclear Option.”
Bob Quick is Chief Consulting Officer at Quick Radio Consulting. He specializes in medium and small market stations, mentoring future top-10 market PD’s and on-air talent. He can be reached at (706) 358-9103 or at bob@quickradioconsulting.com.
