Radio Ratings
BY Staff Writer April 18, 2024
What's New February 24, 2023
NOW FM’s Greg Henry: “Attracting radio talent to the country is getting harder and harder”
Reporter
Greg Henry – PD at Moree’s NOW FM – is pondering how and why times have changed.
Once upon a time, upping sticks and doing your radio ‘apprenticeship’ in the country was the way you got your foot in the door.
Today, it’s a different ball game, with social media and podcasting having changed the media landscape.
Case in point: NOW FM recently put out the call for a Breakfast Announcer/Copywriter. A golden opportunity, some might say.
And yet, one week after the job was advertised, Greg says not even ONE person had applied (The station did not post the ad on Radio Today or its sister publication RadioInfo).
The ad reads: “Creative individuals who like entertaining, have an interest in the local life, like having fun and are prepared to work hard in a team environment – we want to hear from you.”
But the only thing Greg heard was the sound of crickets.
Greg tells Radio Today that after a week of not getting any bites, he took to social media to try to drum up some interest:
“I’ve finally got a couple of people – who I would describe as raw talent – whom I’ll take to a meeting with the manager on Monday.”
“We also put a spot on air (about the job) which has generated a bit of interest.”
Greg says it’s a great opportunity for the right person.
“The big advantage to taking a role in a country radio station over our metropolitan counterparts is the fact you’ll get hands-on experience in a variety of roles rather than just being someone who’s doing a task that no one else in a big station wants to do. That’s my take on it, anyway.”
Greg says plenty of stations are in the same boat when it comes to attracting radio talent to the regions.
“I do know from talking to broadcasting brothers and sisters that the problem of getting talent to the country to work on the radio is getting harder and harder because I do get the feeling that the pool of talent is a lot smaller than it used to be and, sadly, the more remote and far flung you are, the harder it is to attract people on a broadcasting adventure.”
“What’s changed is that 10 years ago, if you wanted a job, you had to grow your skills in a country radio station.”
“Now, aspiring broadcasters are using podcasting and social media to grow their communication skills and sadly, country radio is suffering because of it.”
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BY Sarah Patterson April 17, 2024
Making them do 3 jobs and work 10 hours a day for barely minimum wage probably has something to do with it
Crazy idea… pay people better?
In any other business, if you aren’t getting applicants, you’re not paying enough.
Why is radio different?
Is anyone really that surprised? Times have changed. Young people have devices where they can get what they want on demand – radio is what their parents and grandparents listen to!
I’m sure this job also comes with the expectation of putting in gruelling hours; being an all- in-one presenter, producer, social media manager AND then writing ads (sounds like fun when you’ve done an entire show and been up since 4 or 5 in the morning!)… and probably pays less than working at Coles. And while you bust your guts trying to hone your craft and get a promotion, the latest Bachelor evictee with zero experience has just landed a prime metro slot.
For years the radio industry has worked on the premise that creatives are replaceable; there’s one behind you who will take your job in a swift instant, and they offer horrible conditions and pay, and tell you you’re lucky for the ‘golden opportunity.’ Well, kids these days have wisened up and they’d much rather be a tik-tok or social media influencer than work on – what was it you called it again – radio? But gosh darn, the ‘yoof’ of today have no work ethic… pfffft.
Wait, people don’t want to move to Moree for less than they’d make pulling a beer to work 12 hours a day doing multiple roles?
I’m genuinely shocked mate. I hope things work out for you.
Who is going to move away from family and friends, to be overworked and underpaid?? Times have changed, and for some reason, our overlords can’t seem to fathom why there’s zero uptake for positions like this anymore… This is an industry wide issue that needs to be addressed asap.
Couldn’t agree more Doughtful, I gave up after watching Big Brother, Idol and another reality drop out get a plumb job.
I remember back at radio school in the 70’s a promisingwould be jock found out what the pay was and said forget it and he just left the course
The horror stories from people who’ve worked for Caralis are too common. Young people aren’t idiots, if you’re going to go regional and slog it out – do it somewhere you’ve got a pathway at least and you’re not completely treated like slave labour
Let’s be frank. Regional commercial radio relatively speaking ALWAYS paid pretty crap money for what was expected. Even when you made bigger money in a larger regional market, it wasn’t exactly great. Young sales guys and girls could make more based on performance. And there’s part of the rub. Back then the ‘performance’ of the radio broadcaster in-the-bush was often taken for granted. If you turned out to be a dud on-air, the Manager or PD had a draw full of willing newbies just itching to take your place and work for peanuts, just to get on-air. If you were a good ‘talent’ and worked hard, in many instances the only way to get a raise was to leave and look for another better paying station. Even a $10 weekly raise was a help ! Having started full time on-air in 1971 and being paid $39.80 net a week, for a minimum 6 day week, working 6 x 6 hour LIVE shifts plus copy writing, production, OBs and a little selling, I and others were quite frankly exploited. And this pattern has never ceased, only diminished in numbers as the regional job vacancies have declined. Who do you blame for what Greg has experienced ? Owners, Managers, Sales Managers, Announcers, Unions ? The answer is all of the above. And hence regional radio is experiencing present day difficulties in attracting gifted talent. Us older radio bods would have done it in our single days for nothing and practically did ! So put that enthusiasm and passion alongside a balance sheet and many, many owners became very comfortable at our expense. Today, with the social media/reality TV juggernaut, the instant gratification appeal of grabbing new radio ‘stars’, without hands on experience and putting them into plum on-air roles is common. Some DO have genuine radio talent and potential, most don’t. With so many so called ‘Influencers’ at Cap city radio’s beck and call, it’s no wonder bush broadcasters don’t always think the playing field is level. NEWS FLASH….it’s not ! Is there an answer to this regional radio pay and opportunity dilemma ? Yes. Owners to ‘package the offer’ for talent…..not just realistic $, but additional benefits in working in YOUR market, including additional rewards based on longevity, customer friendly ‘talent’ who help you make sales, creativeness on and off air, team spirit etc. Then, when you advertise for a new on-air personality you up your chances of securing a real gem or two. I am still amazed how many regional radio on-air positions, never make any reference to the ‘package’ on offer ! Is it that mediocre ? And yes, there IS a cost to this business model, however if action doesn’t happen real soon, the bigger cost to Regional radio and the local audience will be more and more networking of those pesky ‘Influencers’ from the Big Smoke. Then, local commercial radio goes further down the shute. Final point, surveys aside, broadcasters who effectively sell (LIVE or Recorded) and garnish great results for Advertisers are SOLID GOLD employees, irrespective of the market size. You gotta LOVE selling, whether you’re on-air or not !
Too many good people have been burnt out and spat out by the owner of NOW FM
Its not just a Caralis thing. I actually found that the toxic nature at some of the smaller regional networks which creates a bad name for the industry. Why would you put up with a network that doesnt really have an HR department? and if you complain about something your are the weak link? Yes this happens to everyone. We have a lot to answer for in this industry as to why people don’t want to do regional radio. I wouldn’t put up with it anymore either. The same people doing the same stuff over and over again without having to answer to anyone. That’s the biggest issue
While I understand what people are saying about pay etc and working for Caralis, this is still a great opportunity. However as someone else pointed out social media etc has a big part to play in how people get gigs in big cities.
Having said that and knowing Greg Henry, you would not be worked to the bone, you would have a great learning experience and would end up a polished broadcaster. The other thong is, despite being rural, there are far worse places to live than Moree
Funnily enough, the radio industry shot itself in the foot a decade or so ago.
Remember when there was this push to hire breakfast announcers who were also social media content creators – one I vaguely recall was I think from Dubbo (maybe Wagga?) where they wanted whoever they were going to give the job to, to (something like) create a viral video to get people in their city to move to that town?
Those people who ended up getting gigs because of the social media work they could do for these stations (and those who missed out) all came round to the thought “hey, I don’t need radio to get famous, I can already do it myself on YouTube”!
The really savvy ones started to look into their own radio station’s social media data, then compared those numbers with YouTube’s monetization program, and went “screw it, I’ll quit, but do what I’m doing now, for myself, and keep all the money”!
Terrestrial radio is a sunset industry. Why would a newbie see it as a wonderful career opportunity.
I love your passion for the industry, but unfortunately other new technologies are exciting young people these days.
Sadly, I lament the state of the regional radio industry, especially in northern NSW.
That said, this is the result of the seeds sown over the past two decades.
When an owner ‘monopolizes’ commercial broadcast radio – provides local content to satisfy federal government requirements and then networks, nothing short of – in my opinion as a former radio and television journalist and radio broadcaster of many decades and markets experience – the radio equivalent of ‘reality’ content using talkback radio, well this is where the industry finds itself today .. and yes, technology has caught up!
There are programming options – talk is but one – the recent transformation of 2UE is a glowing re-invention! Garry Blair – Maitland NSW
Would I do regional radio again?
No.
Why would I?
No one values you.
You’re chewed up and spat out.
And your manager thinks they’re doing you a favour by an “Opportunity” they’re giving you.
I wasn’t even allowed to have my phone or internet in the studio.
Just straight voice to air – no grabs, callers or sound ups.
The radio station I came from had a huge turn over rate and everyone literally feared the general manager – who said you’re all replaceable.
So what’s the point? If no one is motivating you.
And for all the work I put in, I didn’t even make $1400 a fortnight.
In the end, I passed my probation, but a week later was laid off because they had a change of heart.
Being a success in radio is now like winning lotto, you have to be super lucky. Talent has nothing to do with it. It’s either a “jobs for the boys” or a quick grab at ratings by using a known name culture. Anyone starting out has almost no of chance of cracking the big time and even when they do that’s not a guarantee it lead to a fruitful life. Same goes for those already in.
Do you want to have nothing and work in a sunset industry? Get a job in radio.
Want to have nice home and provide for your family? Do something else
Depressing isn’t it?
Radio is over.
Kids know it.
… no wonder today’s generation are called “doomers” …. what a depressing lot of comments … you either want adventure in life or you don’t …
People going for gold.
Wouldn’t a job like this be ideally suited also to an older person, perhaps someone having considerable radio experience looking for a “tree-change”? Or does management feel it’s better to only get an eager and malleable newbie whose not likely to threaten their management position?
Like any job you need to learn the trade. A mentor is not how you become a proficient broadcaster. Sure you get the basics but not the little things that come in handy to make you an exceptional talent. That comes from working hard, reading the weather and listening to real guidance from people that have been doing it for many years. So the pay isn’t that of a fifo worker and worse your away from mummy and daddy. I say grow a pair and learn to stand on your own feet and have a crack. The change in latitude to the bush will do wonders for your somewhat entitled attitude as well more likely than not. Doing a podcast don’t make you an announcer either.