“In American business, there is nothing stupider than the previous generation of management.” ~Bob Hoffman, The Ad Contrarian
As a manager in the radio business, I was acutely aware of the smart generation of broadcasters to succeed my efforts. Thank God for that! On behalf of the Educator’s Committee, we celebrate the talent flowing out of our university system!
I just got off the phone with Brian Lucas, a professor at UW-Whitewater who has guided students for over a quarter of a century. He said, “There’s been a big shift since the 1990’s, when communications students looked for entry-level positions in radio and television…now they also choose from production companies, social media channels, podcasts, YouTube channels, and major retailers with video departments.”
It’s a vivid reminder of how the marketplace has changed.
Nevertheless, today’s traditional media still puts the creators at the epicenter of breaking news, sporting events, community activities, and a global audience! Today’s storytellers can shoot video, record audio, feed social media, and be an influencer on a bigger stage.
So, if I had a room full of bright grads in front of me wearing caps and gowns, I think I’d offer these suggestions:
It’s not about getting an interview at a television or radio station…it’s about interviewing them…to be sure their station is a good fit. You need a fertile training ground for a fruitful career.
It’s not about getting the grade anymore; it’s about a lifetime of learning. Everyday is an education.
It’s not about just landing the job. It’s about launching your career in the right direction.
It’s not about immediate rewards. It’s about your service to the audience and your station. The marketplace will pay rewards.
To the on-air talent, it’s not about you, your spotlight or open mic, it’s about the story unfolding from a creative team.
To the advertising salespeople, it’s not about your commission, it’s about the mission of your clients. When you prioritize their goals, the station revenue targets, and your portion will follow.
Former Senator Alan Simpson wrote, “If you have integrity, nothing else matters. If you don’t have integrity, nothing else matters.”
Every day brings a new seminal moment within our multimedia industry.
We’re not just in the audio business, video business, news, marketing, storytelling, or social media business. It’s a broader canopy than ever. We’re in the interactive creative communications business…and the thrill is still alive.
We’re involved with our listeners, viewers, and advertisers on several levels with personalities, information, promotions, social media, and marketing solutions.
Before my virgin jump out of an airplane, the skydiving instructor told me that he had completed over 1,900 leaps of faith…and lived to tell about it. That brought a hint of comfort and the question, “Do you still get a thrill out of this?” He looked at me with a mystical gaze and said, “Every single day!”
When you take a leap of faith with television and radio stations, those who know will tell you it’s a thrill every single day.
Mike O’Brien is a media consultant at O’Brien Betterment, LLC. He can be reached at mike@obrienbetterment.com
As published in the Wisconsin Broadcaster Newsletter, May, 2025
