Syndicated Radio Replaces Local On-Air Talent
Popular On-Air Personalities Discuss Obstacles and Opportunities
After having what she describes as one of the best shows of her life on February 5, 2008 at KISS FM, Monk says she was called into an unscheduled conference with the general manager, program director and a human resources representative.
"Something just didn’t feel right," she recalls as she entered the room. Just as she'd anticipated only moments before, the station had decided to let her go. At first, she wasn't worried because she assumed she could turn to her long list of contacts for help. "Well it's been more than a year," she says. "I still haven't been able to secure another full-time radio gig."
BJ Murphy, a 20-plus year veteran most recently on Charlotte's Q92.7, was also blindsided when he was let go from his full-time radio job. They both say their careers were sacrificed so that radio execs could cut costs and boost ratings through syndicated programming.
The Dollars and Cents of Syndicated Radio
There's no doubt that it's cheaper for radio execs to buy a syndicated radio program than to pay a full-time local on-air personality. Plus, the syndicated celebrity hosts come with their own fan base and that means an instant boost in market share for participating radio stations.
Just take Michael Baisden, coined the bad of boy of radio, as an example. Industry execs say his show currently boasts one of the most loyal audiences in radio. To date, The Michael Baisden Show airs in roughly 68 affiliates and ranks number one in several key markets, including New York, Detroit, Philadelphia, and Washington, DC.
Last year, ABC Radio Networks inked a multi-year deal with Baisden because his strong ratings attract key advertisers and they believe that Baisden will continue to deliver results. Monk and Murphy argue that local, more experienced, personalities also deliver.
The Downside of Syndicated Radio
"On paper, it may be a wonderful idea to have a Steve Harvey or Michael Baisden host your morning or afternoon show but what about connecting on a local level? poses Monk, who refers back to a 9-11 incident as proof that local talent is still needed. "Tom Joyner was the morning guy here in New York. Now there was a major, major catastrophe going on and he was talking about something in Biloxi, Mississippi. We all love Tom, so this is not a personal blow. But, I just think this shows that there is a downside to syndication."
Monk and Murphy also say longtime industry personalities have a loyal fan base that should be valued and respected. In response to the recent firing of KISS FM's Jeff Fox, fans wrote in to express their disappointment. According to one listener, "Whenever you think of Kiss FM, you think of Jeff Foxx! I hope they reconsider and bring him back. It's a terrible loss."
If industry execs are aware of the downside of syndication, they're not taking it into consideration when they make staff cuts or replace shows. As a result, Monk and Murphy have decided it's time for longtime radio personalities to find another venue to showcase their talents and they're turning to the Internet for solutions.
Opportunities Outside of Syndicated Radio
"Now that Kesha and myself are going into the second half of our careers, we're looking toward independent broadcasting so we can be the masters of our own destiny," states Murphy. To that end, Monk and Murphy have created Internet radio stations to reconnect with their listeners by offering highly rated niche programs. It's a step in the right direction, insists Murphy because "the radio business, like the newspaper business, is going out of business."
Monk's station, www.chocolatebrides.com, has garnered much deserved media attention as she uniquely merges the radio industry with the wedding business. "I'm sitting in my living room in the comfort of my home broadcasting and connecting with my listeners," Monk shares, while still hoping for a more lucrative and permanent employment situation. "It really is a wonderful thing but it would be better if I could make some money from it."
According to Murphy, the creator of the www.mycharlotteradio.com station, it's only a matter of time before Internet stations catch on and become major contenders in the radio industry. "If you listen to myself and Kesha's stations, they sound better than what you hear on the radio," he says proudly. "There's no reason for us to keep begging someone else for another job when we can create one for ourselves."
BJ Murphy Says Internet Radio is the Next Step
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Kesha Monk Says Syndication Does Have a Downside
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