All The President (of Programming’s) Men
By Robby Bridges
Robby Bridges
If you’ve seen the epic “based on a true story” drama film All The President’s Men, based on the book by journalists Bob Woodward and Carl Bernstein, you no doubt recall the gradually building sense of dread and anxiety as it depicts the reporters slowly but surely trying to get answers out of a White House with something to hide during the Watergate period. Robert Redford and Dustin Hoffman masterfully play the intrepid journalists as they follow leads and tips and take notes from potential sources, at first at the bottom, and then up the ladder of power. Somehow, what might be mundane scenes of Redford as Woodward calling on real life characters like Hugh Sloan and Charles Colson are riveting and compelling.
“Mr. Colson?” “Yes?” “Bob Woodward, Washington Post. I’d like to ask you a few questions?” “Sure, what about” “You accepted a check for the committee to re-elect the president? “Uhh. Yes, ah I mean I’ll ah, I’ll have to get back to you.” Scenes and dialog like these are chilling and fascinating as the conspiracy unravels.
Now let me be clear, I’m not comparing apples to apples whatsoever but I was reminded of that film and those sequences as I set out over the past couple weeks to write something interesting for you in this edition of Programming to Win.
The idea I began with was “ask the question I want to ask a top executive at each major radio company.” I’ve read and occasionally joined many forums on social media and zoom calls, perhaps most notably with the radio industry provocateur (whom I greatly respect) @shittyradiojock, all leading to some tough but important questions that many in this business ponder and debate.
I’ve been around a long time and have accumulated contacts and gotten to know just about everyone well-known in radio programming over the years to one degree or another and certainly well enough to shoot a text or email and ask for a quote on a hot button topic for a trade publication think piece. Like any good reporter, I’m not going to name names here, though maybe I should as it’d be a tell. But the response I got after reaching out to six executives at the top levels of executive programming management at major companies, including the largest few by the measure of number of stations owned, gave me that same sense of discomfort that those sequences in the movie did.
Half of the executives did not reply at all.
I can see/read receipts, but no reply. Keep in mind these are all individuals I know and have conversed with in the past. But it’s certainly possible they were busy, they forgot, or they simply didn’t think I was worth their time, which is a-ok with me. Surprising nonetheless that when I reached out in the context of “I’d like to ask you a hot button question and get your take” and got no reply.
The other half initially did get back to me and were at-first enthusiastic and friendly but the mood quickly changed when I asked the question. Directed to an iHeart executive I’ve known for years I inquired, “Many are concerned that spotset lengths/unit counts are a major tune out to today’s audiences, I tend to share that concern. What is your feeling with many iHeart stations doing terrific but running heavy spot loads especially in the majors?” The reply? “Not typically something we’d discuss with the trades,” I said, “Alright, may I instead ask you about live and local?” The reply, “I’d really rather not answer in this way. Fred Deane, (CEO & Publisher of Deane Media Solutions) can reach out to me.”
I reiterated that I’m a freelance opinion writer for Deane Media Solutions and don’t answer to Fred, so the questions come solely from me not directed by Fred or anyone. The executive gave me some thoughts but under the guise that I don’t share or publish them. The other two replies played out similarly with one EVP telling me they’d “Need to run that by some folks,” and the other not replying after I sent the question, “Jocks doing shows on multiple stations/daypart syndication, would you be doing local if you had an unlimited budget?“
It all feels a step away from Nixon era Washington, doesn’t it? Everyone looking over the shoulder, refusing to answer, dodging a question making the mundane seem nefarious. It really isn’t. Of course, this is just radio and I’m just one programmer trying to dialog with others because I think there are real issues with where the radio industry is and that warrant concern and addressing.
But it does say something about what a “business of business” this has become, and how the tone has changed. It shines a light on how people are guarded to comment on anything, certainly to question the status quo and are generally just “hanging on.”
The spot loads ARE too long and too cluttered. No one is doing anything because they want to make this quarter and worry about it later. Live and local DOES matter in every way but it’s expensive and takes local management.
There were other questions on customizing local playlists and daypart talent in a top-down company operation, but we surmise the answers.
Radio’s issues are much more self-inflicted than a “sign of changing times.” That only one executive I reached out to replied and offered a thought gives us a pithy way forward at every and any station in every marketplace. He is the incomparable and longtime consultant Michael A. McVay who has served as a corporate executive, station owner and programmer:
Q: If Mike McVay launched and started up a new radio group tomorrow, what would his #1 objective would be?
A: The #1 objective would be to create a great listening experience that encourages an audience to seek out the stations in our group with highly engaging air talent in all dayparts, noticeably fewer commercials, lots of music, and great promotions that feed the feeling of escape. Plus, marketing to herald the arrival of our company in each community where we own radio.
If any of those I reached out to would like to reply for the next column, I’d be glad to talk anytime on these topics.
Robby Bridges has been a programmer and air talent for nearly 30 years in New York, Detroit, the network level and elsewhere. Currently he is PD and morning co-host at Press Communications Classic Rock WWZY/WBHX (107.1 The Boss)/Monmouth-Ocean, NJ. He also serves as guest host for Scott Shannon on the True Oldies Channel. He most recently worked for M.G. Broadcasting in Northern Michigan.
