Jacobs Media: Radio Is Under Pressure

Jacobs Media today provided the first glimpse of the MSBC 33 Air Talent Survey to be presented at next month's Morning Show Boot Camp in Chicago.

In today's blog, Jacobs Media's Fred Jacobs writes: "Nearly half of our all-talent sampled (46%) report more stress since COVID. And when we included those who say their stress levels are consistently high, more than six in ten (63%) report worries around the job that aren't altogether healthy. Considering most of these folks got into radio originally because it's a fun way to make a living, the contrast between then and now is striking – and alarming. The irony is that for consumers, listening to radio – especially music stations – often serves as an antidote to stress.

"Back in Techsurvey 2011, we learned that four key emotional drivers for listening to broadcast radio had all increased during the Year of COVID: Connection, companionship, mood elevation, and escape – all strong reasons why radio continues to be a go-to source. And all higher during the pandemic. Sadly, the people employed to make the audience feel better – radio talent – are often burdened with the same pressures as the fans they're paid to entertain. It's not an easy job when world conditions are good. But when we're in a prolonged state of roller coaster emotions and intense pressure, owners and operators need to understand how conditions are changed.

'The way we've always managed' air talent could undergo review. And that's why I'm looking forward to making the trek to the Windy City on August 12-13 for Boot Camp. Of course, it will be wonderful to reunite with friends, associates, and clients after all this time. But it will also be an opportunity for attendees and presenters to compare notes about the most difficult year after, as we work our way back to an equilibrium.

"If you've never been to Boot Camp, I can tell you this – it's a close-knit community of excited, motivated personalities who want to learn from each other and get better at their craft. They have each other's backs because many of them believe no one else does. It is energizing for guys like me to spend time with them, because they're a reminder of why we love radio to begin with. Their enthusiasm is contagious and their dedication to their art is impressive -- Stresses and all.

"While AQ3 is a research study for and about air talent, I would hope that a few executives will access our summary and analysis, share it with their teams, and make it a part of their strategic plans. In radio, we “test” everything: our music, our topics, our clocks, our contests. But we spend scant time thinking about the health and welfare of our most important asset – our talent. AQ3 is loaded with findings designed to make us a lot smarter – and hopefully, a little more empathetic. I look forward to sharing it with you."

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