Comment from David Rogerson
I’ve been trying to think about any other time in Australian radio where we’ve lost so many radio legends in such a short period of time.
Just in case you’ve had your noise cancelling headphones on over the past few weeks, we’ve lost:
Ron E Sparks, David Morrow, Mike Whiteman, Bob Rogers, Greg Rees, Bob Johnson, Bill Caralis, Sam Angelsea, Reg Ferguson, John Summerton, Richard Daniel and the list goes on. There was something unique about all of them. Something that leaves an enduring memory in our minds.
Many of us modelled, listened closely to, or watched the business performances of leaders of this calibre. These legends are so many things rolled into one. Performers, commentators, managers, and of course co-workers.
We’ve also watched on from the staff room as other icons of our business have deservedly retired.
But what is it about these “radio legends” that makes us have that awful, dreaded void in the pit of our stomach. The feeling you get when there’s dead air and no program is going out from the transmitter.
Legendary talent
These legends created a special something that, when combined with their natural talent, saw the industry and listeners marvel at them, copy and learn from them in their own careers. They became legends because what they did that was unique in some way.
We shouldn’t wait until our industry legends pass away to celebrate their life. They did something unique and are an example of what success looks like. They deserve the recognition now, not after we lose them.
It’s not healthy to live in the past, but we can learn by listening to and looking at the work of those who have left us, and also by listening to the very best of today.
Today’s highly successful talent juggle a lot more in the air than we consider, or perhaps even experienced in our own media careers. Podcast, streaming, voice tracked shows, blogs and social media is so much more prevalent today. Today’s shows include more than the show created in a studio, or at least they should. Repurposed or newly created podcasts, social media, multi-tasking roles and content directors working alongside with sales teams to assist in generating revenue are a given.
Creating today’s Legends
It’s not easy today. Listeners don’t accept mediocrity. And why should they? Listeners can get what they want, when they want, and on whatever device they want. The level of entertainment competition for listeners is greater than ever. The competition between personalities for the biggest jobs is greater than ever. The number of great jobs is fewer than ever. Fewer owners have resulted in fewer opportunities. It’s not enough to sound good on the air. You must be more than that today. Creating day to day tune-in is a minimum requirement. The entertainment value you add is vital.
Check out our lost legends list again. It’s hard to find one that did not create unique content, ownership or management skills in their field. They offered a special show or knowledgeable insight that is memorable. Today, that suggests you need a strong relationship with your audience that turns into loyal, day to day listening. It also requires you to become a part of the listener’s everyday life. Being so good that a listener will sit through a long commercial break. If that listener does tune out, then compelling, engaging, entertaining content will bring them back, or they will return because they’re afraid they’ve missed out on something.
Creating next era legends
Some of the characteristics of our past legends include: ensuring you leave a legacy, a passion to perform and even an ego that occasionally gets away from you. These would appear to be some of the elements that featured in the day to day lives of our recently lost legends. Do you possess these characteristics? If so, maybe you have the potential to become one of the next era’s legends.
A further handful of attributes also include: remaining humble, being smarter, working harder. Also: Be everywhere. Be seen and heard everywhere. Maintain your forward focussed strategy.
Don’t drive your career by constantly reviewing it in a rear-view mirror. As hard as it may be to absorb, we are in a commercial business. We are in Showbusiness. The talent provides the show. The sales and marketing team provide the business. Without the two, radio legends could not grow a ‘For Profit’ business.
Being a multiplatform performer is just the price for a ticket of entry. Being someone who offers more than just a radio talent mindset gets you beyond the first entry gate.
Past legends and current personalities (notice I call them personalities, not announcers) willing to go the extra mile each day create value. That means a mindset goal that says, ‘I want to create a modern day legacy.’
The success you build generates revenue and that creates demand and notoriety.
Radio legends are those who manage their brand while also managing and understanding of the value of their worth to their industry.
About the Author
With a background covering over 40 years in Media and Communications, David Rogerson is experienced in nearly every facet of the radio and media communications industries from Group Content Director, to National Marketing Manager and Company Director. He is currently a lecturer and mentor at the Australian Institute of Music in the Masters and Bachelor degrees.
In 1997 he founded media and communications consulting company “Strategic Media Solutions”. David’s professional consulting career has seen him sought-after for his insights and client solutions in more than 15 countries around the world.
As a published author of media related books and entertainment journal articles David has personally mentored a wide range of media company directors, industry managers and entertainment executives. In the music field David’s experience covers marketing and digital content development for a range of artists including INXS and is part of the judging panel for the Australian Songwriters Association and the Songwriters Hall of Fame.
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