From the April 9, 2012 SMALL MARKET RADIO NEWSLETTER:
A Return to Reason - Commentary by SMRN Publisher Jay Mitchell
It’s not that I have anything against Jeff Haley. He is a very bright man and he led our industry into places we needed to go but were reluctant to do so. He made the seismic shift into new media less shifty for our industry, and for that he has our thanks.
But I know I’m not alone in welcoming the news that the Radio Advertising Bureau will once again be in the hands of a true radio person.
I don’t know Erica Farber well—our paths crossed at conventions and we were somewhat tethered by our mutual journalistic endeavors—but she has a reputation as a good person and a highly competent radio practitioner. In her new role, I hope to get to know her better—and you, dear reader will be the first to know.
Erica, if you’re listening, allow me to offer a couple of pieces of advice as you settle into your new
chair:
DO A LOT MORE MINGLING. Mr. Haley was flying at 10,000 feet and made no secret of it. I’m sure he was quite effective behind the scenes, but the rank and file broadcaster saw very little of him —unlike his street-savvy predecessor. In addition to whatever is on your to-do list from day-to-day, Erica, never forget that you are the figurehead and the public face for the one and only exclusively radio trade organization. In addition to the good work you do to bring more advertising dollars to radio, you need to be more accessible to your members—and to those who, it is hoped, will become
members as word of your grassroots advocacy spreads.
BEEF UP MEMBER SERVICES. As a radio person with modern sensibilities but old school values
(I fervently hope), you recognize that radio’s strongest asset is its people. The same is true of the RAB. Your organization, like many radio companies themselves, has fallen prey to the easy accounting measure of cutting people first when expenses need to be cut. It’s no secret that radio has participated in the recession, and independent radio owners have had to make some very tough decisions. In my conversations with readers and friends in the industry, I have found a common sensibility: they try to cut costs first anywhere but payroll. We are a creative lot, and when we put our minds to it, we can find a lot of waste on the expense side of the ledger before we start unemploying people.
KEEP PRESSING ON NEW MEDIA. Mr. Haley, in collusion with his NAB counterparts, has made some great strides in making sure radio has a seat at the new-media table. While there is much
remedial work to be done on some of the core objectives of the RAB—see my next point—I think we all realize that embracing new media is the long-term salvation of our industry. In fact, there is a great
opportunity for you to succeed where Mr. Haley fell short: in championing the cause of embracing
new media in a more personal, grass-roots way. The more you talk to us broadcasters, the more
opportunity you have to rebuild good feelings toward the RAB, and at the same time help us
understand our own future.
WE STILL HAVE TRANSMITTERS, DAMMIT. All this fancy talk about new media is all very
well and good, but most independent broadcasters get up every morning and the only thing on their
minds is to sell some radio time that day. Even in the medium and larger markets, the business
impact of the likes of Pandora is still a far cry from that of our local cable operators. The best of us
work in the present but keep an eye on the future. You can help us by providing services that support
both.
Erica, I don’t know whether SMRN is a weekly reading habit of yours—yet—but I know it is for many
of your RAB colleagues, and I am almost certain that these words will reach you. I welcome you
warmly, I wish you the very best, I look forward to getting to know you better—and I especially look
forward to keeping you honest.
Bravo, I especially commend this final paragraph. While I myself am well-adjusted to Digital, and credit the RAB for some of that - I am nonetheless persuaded that in Mr. Haley's zeal to facilitate our full-embrace of new media the principles we most rely on everyday to position Radio against other competing media, to launch effective campaigns, write attention-getting, memorable, effective, and track-able creative were, as a result- largely neglected. Thank you for We Still Have Transmitters, Dammit.
