Jerry Del Colliano is another guy who writes a lot about our industry. His Day Starters and Inside Music Media offer an insightful and honest look at the state of radio. For this week’s Inside Music Media Jerry wrote about Life After Layoffs for radio on-air talent, breaking down the challenges of translating into podcasting, YouTube, Substack and other freelance digital work. It struck a nerve with me because I believe getting more proficient on all of those other platforms while still working in radio increases an on-air talent’s chances of staying employed and getting pay raises. All of the radio jobs I’m seeing that pay on the higher end of the radio scale are digital jobs or jobs with heavy digital components. Plus, it has the side benefit of preparing talent for a potential life after radio if they do find themselves on the chopping block.

As someone who has essentially dedicated his whole life to radio, I can relate to everyone’s concern about the future of broadcast media. However, the reason radios evolution to digital and the massive influx of competition doesn’t frighten me is this. I have spent my entire life honing a very specific skill set that used to only apply to a handful of businesses, but now that skill set literally applies to all businesses. Look around, investment firms, real estate agents, health equipment companies and many other businesses have their own podcast studios with cameras. We are all becoming digital content creators, some of us kicking and screaming, others looking at it like an interesting new challenge. I for one plan on being in the latter camp because that’s the one that survives.

I give the same advice in reverse to young people I meet who want to work as Twitch Streamers, YouTubers, Influencersor Podcasters. Like Jerry Del Colliano so aptly points out, that is a hard way to make money quickly. It takes time, a lot of reps and a little luck before most people start making any kind of real money on any of those platforms. Working in radio is a great way to pay the bills while building up that digital revenue and our industry appreciates those digital skills.

Here’s why:

• We can monetize them and share some of that revenue with the employee.
• Young people are native to all this technology so they instantly add value to our organizations because they can help train our veteran broadcasters on digital.

Many times in recent years I’ve worked with team shows that paired someone who’s good at radio with someone who’s good at digital. It’s a powerful combo provided both are willing to learn from each other.

What do you think? How have your digital skills increased your market value? Comment below or email me at Andy@RadioStationConsultant.com.

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