Syndicated Personalities

It may become the norm. Big radio companies find a talented personality. Put him or her on 100 stations. Eliminate 99 salaries.

Problems:

1. Radio is a local medium in ways that go beyond what comes out of the speaker. Personalities are the people that will be recognized when you show up at the state fair, or the opening of the new Toyota dealership.

2. In my experience, there has always been more work to do, in terms of polishing production, getting all the details right for promotions, special programming and more, to keep everybody at the station busy. It used to be quite an insult to be labeled "show and go". It hurt the station when you didn't contribute more. But we're now moving further down a road that leads to nobody being around to add brainpower and simple effort to the effort to create compelling content.

3. People motivate other people. People learn from other people. How will a young talent react with, learn from and be inspired by an experienced on-air personality who is a thousand miles away? Answer: They can't.

4. Passion. The sales force can go out and sell cars next month if they have to. Or if there is more money in it. Creativity is a special kind of drive. Our industry seems convinced that there is no need to foster an army of evangelists who might drive the engine of growth, creativity and innovation for our business. This is the stuff of passion. People work longer, harder and smarter than they ever would for mere money. And these aren't 40+ year old executives who need to leave at 5PM to make their child's soccer game and avoid another fight with their wife. No, these people actually want to be at the radio station.

Is a national, talented personality better than a lazy local who has no talent, is happy to stay that way, and who is a pain to work with?

Of course.

But are those our only two choices?