Nothing new here. We've talked this one to death. But an item in the local newspaper (The Boston Globe) about a Dj celebrating his 30th year on the air was just plain depressing:
- "We live by research now," Wright says. "If research dictates that this set of songs tests well, then those are the songs we play. Back then, we went on record sales, and on occasion the DJ could play his favorite. Right now, we really don't have that freedom."
I know that this is true, I just hate to read it. And it gets worse:
- He adds, though, that he would be hesitant to advise newcomers to choose a career in radio. "It's changed too much. There's really no one left who is willing to teach these young guys, and some of these young guys are not willing to learn. You can make as much money working at McDonald's when you're starting out. But if you're willing to pay your dues and hone your craft and take direction, you can make a living out of this business."
Hone your craft? Really?? There's creativity involved in making a computer send out the next entry on the predigested playlist? Here's the final straw:
- Wright credits his longevity to his willingness to follow his own advice. "Keep your mouth shut and behave yourself. Just go with the flow: Take direction and roll with the changes, 'cause the changes keep coming," he says.
Yes, do keep your mouth shut...because the board of directors and the market researchers have taken over.
...and radio is dead.
(First posted on Mark Is Cranky)