The Future of PDs: Brand Managers.

Story from Talkers
Written by Steve Goldstein

Perhaps the headline of this story should read the “present” of program directors as an increasing number of companies are adopting the title “brand manager” to describe the role of the radio station/group position historically known as “program director.” With the likes of so highly respected and forward thinking a company as Saga Communications joining the ranks of those using this more expansive title RadioInfo recognizes the movement is shifting from trend status to a significant paradigm shift. The concept is articulated by Saga Communications executive vice president Steve Goldstein in the following memo received by the company’s program directors in all formats, talk and music:

I have some very important and exciting news...

We truly live in a multi-platform world. As a Program Director, you are now spending an increased amount of your time thinking about and working with our various digital platforms. Whether it be the station website(s), social media such as Facebook, Twitter or crafting emails and texts, it’s all now a part of the PD’s day. This is in addition to managing the external marketing feel and visual aspects of the brand.

And of course, all of this is on top of creating vital and compelling on-air radio with all of the moving parts of morning shows, music, talk programming, news, sports, etc.

So, we’ve been thinking a lot about how vastly different the job of the Program Director is in 2012 and where it is likely to go in the coming years.

We’ve been thinking about how successful programmers are morphing their skills to become proficient at not just managing the on-air product, but the overall brand. And conversely, it has exposed the vulnerability of Program Directors who are not learning and growing as we become more digital.

When you drill it all down, what it really means is that the PD is no longer just a PROGRAM DIRECTOR, but a multi-platform BRAND MANAGER.

And so with the notion that things will continue to evolve, we are making a formal title change for all of our PDs from Program Director to Brand Manager. This change is intended to not only reflect how people in our business think about the position of PD but how PD’s think about themselves.

Managing the assets of a brand is what you do today, and we think this new title better reflects the change in responsibility and overall outlook.

We discussed this during our recent General Manager meeting in Florida and it met with tremendous approval.

Congratulations BRAND MANAGER.

Saga Communications owns and operates more than 100 broadcast stations in 29 markets.