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Two radio pros from different eras face off in this Q&A that explains a lot and offers hope for a medium under siege by bean counters and disillusioned audiences. A must read.
What do you think is the state of radio today?
It’s a lot better than some people would have you think. I’m sick of comments like “radio is dead” and “who still listens to the radio?” Lots of people. It is still popular, powerful and profitable.
I think the pandemic has proven that we need local connections and local information. And artists and record companies know that the fastest way to reach the most people is still through the radio.
That being said, there are many challenges in terms of revenue, problems finding talent, uncertainty about how to attract younger listeners and the need to upgrade technology while still serving audiences and shareholders with what we’ve been so good over the last 100 years. I have used this analogy many times: We are faced with changing the wings of our airplane while flying at 38,000 feet.
Where can radio look for good news?
The good news is that if we look beyond Canada (and especially beyond the US, which seems determined to run radio into the ground with endless cuts and consolidation, all at the expense of content and programming). There are countries like the UK and Australia where radio is not only thriving but growing.
By the way, the US is where we hear the most “radio is dead” talk. Considering what they’ve done to the medium, I can see why.
Can you give us some specific challenges?
AM radio, for example. It’s served us well for a century, but its technological limitations are really starting to show – and not just in terms of sound quality. AM and electric cars just don’t mix. Interference from car engines makes reception almost impossible. As a result, most electric vehicles are not even equipped with AM radios. Given that in-car listening is radio’s bread and butter, and that we’re headed for full electrification, something will have to be done. Just like in places like Norway and Switzerland, AM will inevitably be phased out. But where does this programming go? The FM band is now muted in many markets.
HD-Radio doesn’t seem to be an option. And unlike the UK and Europe, DAB will never happen here.
Can you comment on the current Canadian property rules?
Current Canadian property rules do not help. At some point, owners will either have to make the decision to shift an underperforming FM music station to news/talk/sports, or shut down their AM properties. Nobody wants to see that.
You are a very successful global radio journalist and musicologist. What about the next generation of radio talent?
A completely different challenge is the development and retention of talent. We used to have a huge system of small and medium market radio stations that acted as minor leagues for radio. With so much syndication, voice tracking, and automation, there’s only a fraction of the live body jobs that used to exist. The problem becomes apparent the moment the PD has a free seat, especially in a car change. Where will the next generation of radio stars come from?
Speaking of PD, I don’t know how they manage multiple stations. When I was programming, one station took up all my time 24/7. For those PDs who can juggle so many different stations, I salute you.
‘The continuing story of new music podcasts is being heard around the world. What was the concept behind developing this show and talking about the traction this podcast is getting?
Back in 1992, after several years of management and ownership changes, it was decided after much audience research that instead of turning to Country, CFNY would remain an alternative station. The key to any success would be to avoid any “too cool for the room” attitude, so a weekly documentary explaining this music was thought necessary. They looked around and found one person with a history degree—me—and informed me that would be my new job. Current Story duties will be my job as a performer three days a week and a part-time speaker Saturday and Sunday from 6am to noon – a far cry from the awesome afternoon shift I’d been doing. If I declined their generous offer, I was welcome to explore other job opportunities.
Having recently married and bought a house, I had no choice but to accept the assignment. However, it turned out to be the best thing that ever happened to me. If none of this had happened, there was no way I would have lasted as long as a mere speaker.
Radio syndication started slowly, but has now built up to about a dozen stations. The podcast — an edited version of the radio show — first appeared in 2017. We’re approaching 20 million downloads. It now reaches far more people than the radio show ever could. Last I checked, there were only three countries in the world where it hadn’t been pulled: North Korea, Turkmenistan, and Liberia.
What is your advice to new talent looking to break into the radio business today? What are the main things you need to focus on to get that first on-air job? What do you think are the main skills you need to have?
I am convinced that the most important characteristic of any radio person is curiosity. If you are curious about things, you will inevitably ask two important questions: (1) Why are things the way they are? And (2) Why do things they have to be as they are? Follow the answers to both questions and you’ll always have a job.
A few more things. (a) Never coast. Always upgrade your skills. Always moving forward, (b) Be a sponge. The best radio people know a little about a lot of things. Imagine you’re at the world’s biggest cocktail party, where you’re expected to chat with everyone from a nuclear physicist to a porn star. A good radio station will be able to have a two-line conversation with anyone at the party and make them think you’re one of them.
Will we have another music style, band or artist that will change the music scene? IE Elvis, The Beatles, Motown, The British Invasion, Elton John and the Super Group era?
Perhaps. For one thing, technology has made music so decentralized, so customized, and so personal that it’s hard to see how we’ll ever have the widespread agreement that was common among music fans in the pre-Internet era. And with almost 100 million songs instantly available on our phones, there’s plenty to keep everyone exploring.
On the other hand, Gen Z and Gen Alpha are two massive groups of young people who absorb influences from decades of music. Some of them will go on to make their own music. What will that music sound like with all that input to shape things?
What does Alan Cross do for fun?
Travel is a big thing for my wife and me. And we are crazy about our two English Bull Terriers, Schmooze and Squirt. I’m also quite obsessed with high performance sports cars.
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