What's going on, New College alums?
I am having an inspired moment, so I thought I would spread the good news to everyone on the list, especially recent New College grads.
Recently, in the past year, I walked into a radio network studio. All I saw was a mesh of wires and plugs - I had no idea what any of it was. Even though I have family members in the business in other parts of the country, I really didn't know the first thing about radio. Because of a genuine interest in learning, not due to any prior training, I was able to learn rapidly. Now, not only do I know what all those plugs and wires and switches do (I can even call them something other than "plugs and wires and switches"), but I can duplicate the systems. The moral of this part of the story: don't let fear hinder you from trying something that you don't feel you would be good at/haven't been trained in.
Now, about radio specifically. Radio has the power to connect people and ideas. Instead of lamenting the fact that Clear Channel is buying up all the stations (unique radio ownership has declined 50% over the last 8 years), or that fact that Rush Limbaugh and Michael Savage - we need to fight back! We fight back by coming up with programming of our own that is BOTH informative and entertaining; informative programming that puts people to sleep is no good; entartaining programming that lacks depth (Randi Rhodes anyone?) is also no good. It takes real skill and discernment to come up with programming that has both. I believe New College grads can come up with programming that is both informative and entertaining - radio that has the potential to make a difference!
Don't believe me yet? Although the market share of internet ads is climbing, the number reached by TV and newspapers is declining. TALK radio, specifically, generates more purchasing behavior than any other medium as of 2004. Now, let me break down "market share" and "purchasing behavior" for you, because these are empty, consumerist-driven phrases. Let's rephrase "market share" as 'active listenership'; "audience" with 'activist-in-abbeyance'; "purchasing behavior" with 'petition-signing, organizing, and actively engaging in politics'. TALK radio has greater power to transmit socially- and politically-conscious messages, connect people in disparate places, and encourage active politics than any other medium right now!
Instead of lamenting the fact that the Clear Channels of the world are repressing the true voice of the people, we need to alter how our message is presented so that it can compete for the hearts and minds of large numbers of Americans. People have to want to listen. We need to come up with that type of programming.
Now, I hear a further objection. Some of you are saying, "yeah that sounds like a great idea, but I could never be on the radio." Wrong! You can practice, practice, practice - in a tape recorder, or computer - until you get good at delivering your message. Some very famous people in talk radio were as shy as could be before they started, but they had someone encouraging them to move forward. We're sometimes lacking that encouraging voice, aren't we?
You know, I was always saying to myself, "Somebody ought to take over ABC or NBC and tell the world about... (this and that; whatever's wrong with the world)." I finally was given the opportunity to speak, and .... NOTHING. I had spent so much time whining that I even forgot what it was that I was supposed to say!
Write your message down...and then SPEAK! To yourself at first. But don't take forever - set a definite time limit for when your practice period will end. And then pitch your show. Start locally at first. As you attract more interest, start pitching your show to the networks. If you don't attract interest, get feedback; ask yourself, "how can I make my message better?"; "how can I make the message more interesting?" Don't be afraid of objections - you may not know the answer to a question/objection on a particular day; but, write it down and think of how you could have answered the question. The next time the question/objection arises, you will be ready.
Get out your pens, get out your word processors. Start writing your scripts/messages today - right now! Not everyone will get an opportunity to HOST their own show right away; but, in the meantime, you can contact existing shows and offer yourself as a guest - booking agents always have slots to fill.
If you really aren't interested in doing your own show - take over the stations and networks.
1) Become a booking agent - book guests on shows (I have booked New College alums on nationally-syndicated shows)
2) Become a promoter - know of a radio host that does a bang-up show? Promote the heck out of him (In fact, everyone - after you have finished reading this - go to www.radioinsidescoop.com - tell your local talk radio stations to carry Radio Inside Scoop with Mark Levine)
*3) Write a business plan and get the loans/funding you need to buy your own station/network.
We can't change the whole world. But we can take control of our own destinies' and encourgae others to move in a positive direction.
You would think that someone else has already thought of this. Yet, because of an all-pervasive FEAR, very few people are actually getting up and offering alternative radio programming - they are afraid they won't succeed. They don't have anyone to encourage them along. Or, they think pirate/underground radio is the answer. The weaker your signal, the less people you reach. It's OK to start small and work your way up. But why start as small as a pirate? Go for an established station. A little patience, persistence and a great presentation can go a long way (why will your presentation be great? because you are practicing - right now! - just as soon as you check out www.radioinsidescoop.com).
We have the power!
I am having an inspired moment, so I thought I would spread the good news to everyone on the list, especially recent New College grads.
Recently, in the past year, I walked into a radio network studio. All I saw was a mesh of wires and plugs - I had no idea what any of it was. Even though I have family members in the business in other parts of the country, I really didn't know the first thing about radio. Because of a genuine interest in learning, not due to any prior training, I was able to learn rapidly. Now, not only do I know what all those plugs and wires and switches do (I can even call them something other than "plugs and wires and switches"), but I can duplicate the systems. The moral of this part of the story: don't let fear hinder you from trying something that you don't feel you would be good at/haven't been trained in.
Now, about radio specifically. Radio has the power to connect people and ideas. Instead of lamenting the fact that Clear Channel is buying up all the stations (unique radio ownership has declined 50% over the last 8 years), or that fact that Rush Limbaugh and Michael Savage - we need to fight back! We fight back by coming up with programming of our own that is BOTH informative and entertaining; informative programming that puts people to sleep is no good; entartaining programming that lacks depth (Randi Rhodes anyone?) is also no good. It takes real skill and discernment to come up with programming that has both. I believe New College grads can come up with programming that is both informative and entertaining - radio that has the potential to make a difference!
Don't believe me yet? Although the market share of internet ads is climbing, the number reached by TV and newspapers is declining. TALK radio, specifically, generates more purchasing behavior than any other medium as of 2004. Now, let me break down "market share" and "purchasing behavior" for you, because these are empty, consumerist-driven phrases. Let's rephrase "market share" as 'active listenership'; "audience" with 'activist-in-abbeyance'; "purchasing behavior" with 'petition-signing, organizing, and actively engaging in politics'. TALK radio has greater power to transmit socially- and politically-conscious messages, connect people in disparate places, and encourage active politics than any other medium right now!
Instead of lamenting the fact that the Clear Channels of the world are repressing the true voice of the people, we need to alter how our message is presented so that it can compete for the hearts and minds of large numbers of Americans. People have to want to listen. We need to come up with that type of programming.
Now, I hear a further objection. Some of you are saying, "yeah that sounds like a great idea, but I could never be on the radio." Wrong! You can practice, practice, practice - in a tape recorder, or computer - until you get good at delivering your message. Some very famous people in talk radio were as shy as could be before they started, but they had someone encouraging them to move forward. We're sometimes lacking that encouraging voice, aren't we?
You know, I was always saying to myself, "Somebody ought to take over ABC or NBC and tell the world about... (this and that; whatever's wrong with the world)." I finally was given the opportunity to speak, and .... NOTHING. I had spent so much time whining that I even forgot what it was that I was supposed to say!
Write your message down...and then SPEAK! To yourself at first. But don't take forever - set a definite time limit for when your practice period will end. And then pitch your show. Start locally at first. As you attract more interest, start pitching your show to the networks. If you don't attract interest, get feedback; ask yourself, "how can I make my message better?"; "how can I make the message more interesting?" Don't be afraid of objections - you may not know the answer to a question/objection on a particular day; but, write it down and think of how you could have answered the question. The next time the question/objection arises, you will be ready.
Get out your pens, get out your word processors. Start writing your scripts/messages today - right now! Not everyone will get an opportunity to HOST their own show right away; but, in the meantime, you can contact existing shows and offer yourself as a guest - booking agents always have slots to fill.
If you really aren't interested in doing your own show - take over the stations and networks.
1) Become a booking agent - book guests on shows (I have booked New College alums on nationally-syndicated shows)
2) Become a promoter - know of a radio host that does a bang-up show? Promote the heck out of him (In fact, everyone - after you have finished reading this - go to www.radioinsidescoop.com - tell your local talk radio stations to carry Radio Inside Scoop with Mark Levine)
*3) Write a business plan and get the loans/funding you need to buy your own station/network.
We can't change the whole world. But we can take control of our own destinies' and encourgae others to move in a positive direction.
You would think that someone else has already thought of this. Yet, because of an all-pervasive FEAR, very few people are actually getting up and offering alternative radio programming - they are afraid they won't succeed. They don't have anyone to encourage them along. Or, they think pirate/underground radio is the answer. The weaker your signal, the less people you reach. It's OK to start small and work your way up. But why start as small as a pirate? Go for an established station. A little patience, persistence and a great presentation can go a long way (why will your presentation be great? because you are practicing - right now! - just as soon as you check out www.radioinsidescoop.com).
We have the power!
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