When our radio industry bleeds: Words of wisdom from SCA’s James Lake

As I received word about the latest round of radio industry losses and redundancies this week, one particular article – written by someone who’s at the coalface – stood out like a beacon of hope.

SCA’s National News Operations Manager James Lake posted to LinkedIn: “It has been a tough few weeks for radio. It’s already a small industry, but is rapidly getting even smaller. There’s a good chance you know of at least one colleague or friend who has been shown the door this month.”

“These are just my thoughts on the tough time we find ourselves in.”

So, if you’ve been impacted or totally blindsided, are struggling to move forward or are in search of reassurance during these uncertain times, with the permission of my friend and former colleague, I have shared James’s words of wisdom here.

Our beloved Radio Industry is bleeding

I have a great Dad, but comforting when I was hurting as a kid wasn’t exactly a strength of his. “It won’t hurt once the pain goes away” is what he would say.

Pain is something a lot of people in the radio industry have been feeling lately – at the forced farewells of so many talented colleagues and dear friends. It’s no secret our legacy media outlets are struggling to make ends meet. The incredible margins which once let us virtually print money are long gone.

I’ve heard multiple people describe the recent downturn in the advertising market as worse than the GFC or the peak of the Covid pandemic. It’s not the first time the media sector has faced a squeeze, but perhaps it has never been quite like this before.

If you’ve been shown the door recently – I hope you’ve walked away with your head held high and acknowledged the contributions you’ve made. It’s unfortunate too many passionate, creative, hardworking people are in this cohort. The loss of your voices, ideas, and expertise will be deeply felt for some time.

You’ve probably been labelled as “redundant”, if not when you were formally let go, at least in conversations about your departure. What you need to know with all certainty though – YOU are not redundant. The job you were doing has just ended.

I want to offer my heartfelt support and encouragement. Your skills and experience are invaluable, and I have no doubt you will find new opportunities to shine. Know that you are not alone, and there are resources and networks available to help. Don’t become a stranger to your former colleagues, seek out new opportunities, and continue to pursue your passion.

Who can we blame? Nobody really. I truly believe every person is trying to make the best decisions they can, with the information they have. The department manager who had to make a tough decision about which staff to let go, because their budget was cut. The CEO and executive team who decided which departments could be squeezed while having the least impact to the functioning business. The board copping heat from shareholders who see the value of their investment decline. The investors who are looking at their own power bills and the price of a pizza, wondering if their money could be working harder for them elsewhere. I could go on, but I’m sure you get the point.

To those who remain, there are probably mixed emotions. A feeling of fortune to still have a job? A dread for how less manpower impacts your day-to-day? May I at least encourage you to keep showing up for the team– and the audience seeking our connection.

Innovation and adaptability will be key to our survival. We must embrace new technologies – yes, I mean get on board with AI. Explore alternative revenue streams – yes, I mean branded content. Find new creative ways to engage with our audience – and the key word there is engage – how do we continue to engage an audience distracted more than ever before?

As we look to the remaining months of 2024 – let’s find a new level of collaboration and solidarity. Support each other and share resources and ideas. Break down the man-made barriers established by old rivalries. Let’s foster a new sense of community and mutual support. We all know when the mic is live, we’re fierce rivals, but at the end of the day we just want the chance to keep doing what we love.

I wanted to close with a quote to nicely round off my thoughts, but I can be indecisive. It could have been the words of author C.S. Lewis who said, “Hardships often prepare ordinary people for an extraordinary destiny”. You may also like the blunt quip from poet Margaret Atwood – “Don’t let the bastards grind you down”. All fitting in the circumstances.

But perhaps most fitting are those memorable words of my own father – “it won’t hurt once the pain goes away.”