Know your listener/market
"D Peter Maus" wrote in message
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What drove me out what Radio had become. As I have explained, both here
an elsewhere, I had grown embarrassed by what Radio had become. I could no
longer endorse what I could not support. I had been a quite vocal opponent
to Telecom '96, and had some pretty intense discussions with manglement
about why I would not sign and send in the form letter distributed through
the company to my Congressmen. I refused to endorse a product that was
carrying such a big part of the station's budget, that it actually got a
spot in the station's booth at public events. And there were other things
involving some high level persons that good taste suggests I not reveal
publicly (and as you've probably figured out, good taste is NOT my strong
suit...so that should give you some ideas of how distasteful these matters
are). So rather than live a double life, I left Radio to be what it has
chosen to be, left the station to be what it has chosen to be and went off
to do other things. Many other things.
I think you may have missed what many companies became by not staying in
radio.
I would not like to be at CBS, Clear or a couple of the huge companies. But
I love being at one of the smallest of the Top 10 radio companies.
The ability for radio to be big, after 96, allowed radio access to capital
markets. It allowed companies to be big enough to get good benefits.
Clusters allow internal promotion without moving. And there are fewer of the
scary "mom and pop" managers and owners who drove me to leave US radio in
'63.
I have "owner" mentality as I have been an owner and a pretty autonomous
manager for other companies. I find I can be "agent of change" as our CFO
called me without fearing being fired. I can suggest dramatic projects, such
as changing the format of nearly a quarter of our stations in a 90 day
period, and get listened to and even have the project approved.
I am having a lot of fun right now, in radio.
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