Is Radio what it should be?

The letter from the Executive Director of Minority Media and Telecommunications Council David Honig http://kirktanter.blogspot.com/2009/08/mmtcs-david-honig-letter-to-fcc-re-mini_15.html, who intercepted an email from an Advertising Agency executive representing the British car Mini-Cooper, which stated not to advertise on Black targetted radio stations, unfortunately is not that un-common. The label for not advertising on Black Radio is "Non-Urban Dictate (N.U.D.)."

It never surprises me with the information that a champion, in David Honig, digs out of the ashes. I learned to appreciate the fight in David, whom is a gritty Attorney fighting on behalf of African, Hispanic, and Asian American broadcasters and owners. David frankly keeps hope alive consistently.

In reading the intercepted letter, this inspired me to write about what radio really should be? You may ask what do the two -- N.U.D.'s, and what radio should be -- have to do with each other. "Non-Urban Dictate" is just another of many major distractions that have to be dealt with taking away from focusing on "good radio". Broadcast Financial distractions tilt the focus balance away from on-air radio not being what it should be.

The many, many broadcast distractions since 1990 have prevented above-the-line management targeting African-Ameicans, Hispanics, and Asian Americans from achieving what radio was designed to do because these financial distractions have affected minority broadcasters most. The old saying is when the money is funny then the change is strange. Too much change for minority Broadcast companies have happened during these past two decades.

Some of the major distractions are:
1. Unfair lending practices
2. Telecommunication act of 1996
3. Duopoly 1992
4. N.U.D.
5. HR 848
6. National Advertisers delayed payments
7. Portable People Meter ratings system
...to name a few.

The economic pressure from just one of these distractions have forced minority owners to sell, furlough, lay-off, cut-back, percentage of salaries cut, voice track, syndication, etc... The combination of all of the listed aforementioned distractions have even the strongest surviving broadcast owners treading water. The lack of the most effective "live" local programming is just one widespread financial result from these economic distractions since 1990.

The harsh evidence recovered by Attorney David Honig, where Mini Cooper refused to sell to African-American programmed radio statons, is somewhat heartbreaking 45 years after the Civil Rights Bill was signed. The Mini-Cooper is an ideal low-cost deal for African-American in this economic evironment. Priced less than 20-thousand dollars with highway mileage of 37 miles per gallon is a near slam dunk for most economic un-certain Americans, including Black Americans.

Hard to understand why the African-American market would not be a prime market. Ideally an advertising campaign for the lifestyle of African-Americans by Mini-Cooper would work just fine. KFC and Micky Dees have successfully targetted African-Americans for decades. With 40 miles to a gallon, Mini-Coopers would be on a Christmas-list for thousands of African-Americans.
PPM

While NUD has been on the lips of many broadcast owners for many years, the recent beginning of Arbitron's PPM ratings system is the most recent challenge. PPM ratings have resulted in many of the minority formats having much lower ratings than with the previous diary-based ratings system. If you did not know, the lower the ratings the lower the advertising rates a radio station can charge per commercial. http://www.fcc.gov/ownership/enbanc072908_docs/winston.pdf.

Radio Stationis figuring out an attack plan for Arbitron's PPM system has been a major topic of discussion. And an above-the-line manager answering the question: "Is Radio what it should be?" should be, but is still yet to be top priority due to these major distractions. One financial distraction after another equates to changes in the programming, promotions, marketting, sales and other departments.

HR848

A most recent distraction is the Congressional Bill HR 848. If HR 848 passes, Radio owners will not only have to pay the owner and writer royalties to mass promote their songs, but also the performers they hire to sing their songs. Radio would have to pay three entities while still being the major driving force for millions of people to buy records. Surviving radio stations may be forced not to play music because of HR848. More FM News and Talk stations will result if HR848 passes. Or payola may become legal.

Conclusion

Discussions can go on and on about the unnecessary distractions that radio powers-that-be have to deal with. Broadcasters fight to re-instate the Tax Certificate repeal of 1995; fight to deal with de-regulation; fight lenders demands; and other distractions preventing radio from being what it was designed to be, which is a major community force that tackles whatever is important to its' listerners in the transmitted area and entertains to absolute maximum while mass-promoting every hosts on-air.

On-Air hosts should be absolutely physically and mentally drenched each and everyday due to hours of daily show-prepping, on-air executing, making appearances at least four times a week at clubs, schools, community events, advertisering spots.

Program and Promotion Directors should never sleep regulating, follow-ups, planning, executing, branding in all area codes, hitting the hottest spots, cliff hanger on-air contests, STP (See The People), on top of community issues, hot listenable on-air presentation, feedback, web, social networks, downloads, and on and on and on.

I could go on and on with how to be number one, as I have been a part of many number one rated teams...but I will stop here.