A new study conducted by Jacobs Media and Don Anthony’s Morning Show Boot Camp revealed that only 19% of the on-air hosts believe they get support from upper management. Only 14% say they get support from corporate. That’s probably not too surprising being that there has been a lot of downsizing on the programming side of radio in recent years.
To address that disconnect, Jacobs and Anthony recommend that management show a little more love, work to create a minor league system to grow new talent, help young members of the staff financially, and support women on the programming side more.
The study of 1,035 on-air hosts also revealed that the DJ booth is mostly made up of white men. Eighty-nine percent of on-air hosts are Caucasian. As Fred Jacobs put it, “Radio is very white.” Seventy-four percent are male, according to the study, and Jacobs adds, “That’s the dilemma we have in radio about diversity and making everyone feel like they have a good shot in the studio.”
Interestingly, men and women in the survey disagree widely on the gender issue. When asked if women have as good a chance as men to advance in the studio, 54% of the women surveyed disagree/strongly disagree with that statement while 71% of men agree/strongly agree.
The study also revealed that fewer than three in 10 on-air hosts would passionately recommend a career in radio to a high school student. In his webinar presentation Wednesday, Fred Jacobs described that stat as “a little sad.”
Here are a few other interesting stats from the study: The number one reason hosts say they like being on the radio is because it’s fun. The top professional goal they have is to be happy and work with good people. 62% of the respondents to the study believe radio will be in good shape over the next five years. 25% feel they are not being positioned for advancement.