(By Mike McVay) This past weekend I spent time in New York City judging for The Gracie Awards. The Gracies, presented by the Alliance for Women in Media, recognizes women in media who create content that is For Women, By Women or About Women. The award recognizes accomplishments in Radio, Television, Podcasting and Streaming. It’s a great organization that supports women and their efforts to advance women in media. I am honored to be on the Board of Directors for the Foundation arm of AWM and enjoy my time judging as well as serving as a Co-Chair of the Gracies Gala and the Gracies Luncheon.
It’s because of this work, along with having a wife and two daughters in media, that I have a heightened awareness of the struggles of women in general, but particularly in media. The red light on my mental dashboard started flashing when I recently saw the results of an annual gender study that shows that women are only marginally better off in radio programming than they were when I started decades ago.
Last week the organization known as Mentoring and Inspiring Women in Radio released the 2022 results of their gender study, which they have done annually since 2000. The study monitors the growth of female professionals in radio. It tracks the progress of women in the Market Manager/General Manager, Director of Sales/Sales Manager and Brand Manager/Program Director positions. Women continue to maintain their numbers in the Market Manager position. They’re showing the most growth in the Sales arena. Unfortunately, they lag significantly behind their male counterparts in Programming.
The Market Manager position remains flat at 20.65%. The study noted that this position has shown consistent growth since 2004 when 14.9% of all managers were women. The sales leadership role is where the greatest number of women work. Among all stations 33.45% of Sales Managers are female. That number is even bigger in the Top-100 markets at 38.05%.
Programming continues to be dominated by men. Women represent only 11.72% of all Brand Managers/Program Directors in American radio. The percentage in the Top-100 markets is only slightly better at 13.9% of all PDs. These low numbers are disappointing. Especially given the number of radio stations that target women as their core listener. Magnify that by the proven success of women in both Program Director and Corporate Programming roles and it should be an encouragement to search out strong women for the PD position.
There was a time, decades ago, when the only way for Programmers to advance their career was to move city to city, growing in market size with each move, as a way to climb the job ladder. Given society in the 70s-90s, there was a misplaced belief that these moves limited females in moving in a similar fashion. Clearly there are many examples of why that thinking was wrong and outdated then and is more so unacceptable today. It’s simply bad thinking and wrong. Especially given that in today’s world women dominate the workforce.
There is no shortage of qualified women on the content side of radio. The view of programmers needs a cultural shift and that has to start at the top of the company and with the Market Manager. Engage the team inside the programming department. Train, mentor and educate future programming candidates. Regardless of gender. Start by asking your on-air talent, promotion team members and production members what their career goals are. Give them training wheels and teach them the position.
Heed the call by MIW Board President Ruth Presslaff when she said “Historically we have celebrated modest to very modest gains. But this year we’re calling out to industry leaders to recognize the leadership, creativity and dedication of women broadcasters, particularly programmers, and put them to work improving your content, your culture and your cash flow.”
The study was conducted by PrecisionTrak using stats from 2022.
Mike McVay is President of McVay Media and can be reached at [email protected].
Hey Mike, I wish I’d met you years ago as I was blazing my trail as first female Station Manager at my college station then as a major market DJ to Program Director for rockers at other Northern California stations to many other years spent behind the mic. Thanks for the positive message here!
Thank you, Mike, for bringing attention to this and continuing to support women in media! I personally have witnessed you champion women in the business – from market managers, to local & corporate programmers, to on-air talent. And of course, I experienced it first hand when you gave me the opportunity & the challenge to grow from my role at the local level up to the corporate team. You know how to strike the perfect balance of being a mentor and sharing your knowledge, but also allowing us the freedom to make our own mark in our own way. I will forever appreciate you giving me and other women the chance to show that we belong in this industry and can be successful as well! Keep up the good work, Mike!
I love that you’re talking about this. I also love that you practice what you preach. As a relatively new programmer, you have done nothing but encourage me, teach me and give me the tools I need to succeed. I have had voices on both sides. Some who wanted to promote me so they could bully me into doing things their way, because – bless my heart – I’m just a girl who’s in over her head, and then people, like you, who have done nothing but push me forward and pour your experience in me. We are stronger as a station because of it. I would love to see more women given the opportunities I have been given. Progress is slow. But if you stick with it, it’s so worth it. Thank you for always being an ambassador for all people in the industry. And thank you for not being stingy with your wisdom and your kindness. Goodness knows we need more people like you!
Thank you for this article, Mike. Working with you for years, I have appreciated your transparent discussion and actions you have taken to support growth opportunities for many talented women. A great reminder to Market Managers and leaders; ask questions, listen, facilitate training and mentor. It’s up to all of us to engage!
Summer,
I certainly respect your point of view and as a male (who has seen success and failure in this biz) I can not speak to all of this. What I am curious about is your point? Are you saying that MIKE (as a programmer) would dismiss a females desire to advance or wanted them “shut up”? I certainly know that as discussed in this article (and as highlighted by Mike and sadly he is one of the FEW) WE NEED MORE WOMEN. I know PERSONALLY (not too many people) Mike being one of the few, who not only make this a priority but dedicate personal time and effort to sound the alarm. I KNOW he while I was working at WPLJ (when he was with Cumulus) he CAMPIONED great women on air and in management. Women like Annie L, Cooper L and Sheila. That is to say he would spend time making sure they had the ability to advance and be what they wanted? Cooper is now in syndication, Annie has her own show Sheila is a TV reporter. As for Management the GM was a woman and he (and the higher ups) took an active role in letting all of the great women we had there shine. I think that there are some women who sadly are leaving and making more money elsewhere (that’s an industry issue) and things like the Gracie’s, the Alliance for Women in Media and the MIW (all of which Mike is a VOLUNTEER for) are trying to highlight all the great female talent in this medium. If this is a personal thing, I feel like it is unfair to hint that MM (who MANY) know wand respect is part of, has been part of or is the problem. Who else is even writing about this VIP issue? NOT MANY! I have seen personally and professionally the opposite! Seen not heard is a problem I have seen before in this industry but NOT from this guy. Thanks for the discussion and I hope you find your way back or to a place you want to be in this biz! WE NEED YOU! -Riz
Great article Mike. As someone who worked for you at Cumulus, I know what a personal priority it is for you to see women succeed in our industry. Your point about mentorship is spot on, and something we all need to commit to. Thank you for your continued dedication to improving the status of women in media, helping us network with one another, and to the Gracies!
Hi Mike
This is a interesting percentage you bring up.
As I witness stations across the country and enjoyed being Music Director and APD while ON AIR, I certainly also lay witness to any male programmer or female market manager who felt you were interested or qualified in training to B the next programmer-suddenly your job with good ratings and/or other accolades were quickly dismissed. A strong personality on air? Fine when you leave the control room, shut your mouth:).
The most qualified female programmers are probably taking a sabbatical or starting her business. I am very positive person and LOVE to see people win. This is just a cross country observation of a radio lover!🤓 If you know Me you Know I love Radio