During a recent meeting, a Market Manager used the term “Programming Adjacent” when describing their role. Not directly involved in programming, but having influence and an important perspective. Being supportive and having the ability to assist the programming team in accomplishing their goals.
That’s how I interpreted the use of the expression… and I loved it.
Being important to the content creators’ success, but not there to interfere. Being available and helping if and when needed.
That expression resonated with me. Perhaps because I’d never heard it expressed that way. More likely because of the ever-evolving media landscape. I am concerned about the number of individuals who are losing their jobs in media, specifically radio.
Every week, I’m receiving calls from friends, associates, and individuals who were at a station I may have consulted in the past or one I am currently consulting. The call could be from someone who is familiar with me, but we’ve never met. They express their concern. Their disappointment. Share fears. They ask, “What’s next?” They’re looking for answers.
A part of what I share with them is how my career has grown and expanded out of necessity. I continue to consult radio stations, but do many more things beyond that than ever before. Many are somehow next to or connected to radio. Coaching talent, working with podcasters and podcast platforms, digital, streaming, production & imaging, gaming, operating systems/tech, and content creation. These things are arguably today’s radio.
Those things and the work I am doing around broadcast syndication and networks, promotions, experiential marketing, and public speaking are all branches of The Radio Tree. In general, entertainment and information are my world. It’s more than “just radio.” These platforms all intersect with radio. Thus, I am confiscating the term from my General Manager friend and claiming the origin of the phrase “Radio Adjacent.”
The reason I share the story of my growth and media evolution with those looking for advice is to give them encouragement, to make them aware that their skills have value beyond radio, and to suggest that radio is a great foundation from which to continue to grow their career. It isn’t to suggest that they should depart our business, but rather that they should do more than just our business.
Advertising agencies look for storytellers. Clubs and entertainment venues look for personalities who can engage an audience. Producers look for those who can use audio and video to attract an audience. Public relations for big businesses is an incredible opportunity. Mega Car Dealers, as well as many other businesses, long to have their own in-house ad agency. The list is long as to where radio skills can be successfully applied.
There are Radio Adjacent opportunities where talent and skills are seen as valuable and in demand in businesses you may have never considered. That’s tough to remember when you lose your job. It doesn’t have to mean that it’s the end of a career. It can mean that it’s a time of transition and change that leads to greater success than you could have imagined.
And it doesn’t mean that you have to leave radio. It may mean that you can enrich your marketability by putting your wealth of experience on display by staying in radio and using “all the tools in your toolbox.”
Steve… not surprised. There are many businesses who seek the skills that radio taught us
Terrific article, Mike. As you are aware, since I retired from radio I, too, am doing “programming adjacent” things. In addition to working for the amazing folks at Benztown, having served on the board of directors for Friends of Georgia Radio, I am also a park ranger/tour guide for Roosevelt’s Little White House in Warm Springs, GA. My radio background has been a benefit in that job in ways I would never have imagined. I give guided tours to groups and individuals through the site and interact with the public daily. I perform like I’m at a station remote and use my on-air skills with the visitors. I “prep” daily by researching little known facts about FDR and can answer just about any question they ask. So “programming adjacent” is, in fact, vital for life beyond radio.
Love your story Bob. Hoping to see you at the upcoming Friends of Georgia .
As always, great insight, Mike. When I became a budget casualty at my last company, I had decided I was done. I was done moving, and I was done with the stress of not knowing when the next budget cuts were coming.
I made a conscious decision to think about where my skills could transfer. I was as surprised as anyone to find that my skillset fit perfectly with online gaming. Here me out on this one…
There are companies that are the equivalent of radio syndicators. They provide real, live customized online games to the various gambling apps (draft kings etc.)
They were in desperate need of “personalities” to host a wide array of games, including an online game show. The set-up they have is impressive. Tables and tables of dealers in big studios tucked away in hidden rooms at various casinos. I stood out because of my gift of gab.
Here’s the kicker, given what many radio positions pay today, the pay isn’t horrible. Not only that, but after 3 months, you are eligible for insurance that blows away anything I ever had in radio.
I used this as a way to keep my chops sharp until/if I found a new radio home (I unexpectedly DID move for a great gig with DBC).
This isn’t for everyone, but the point is if you truly think out of the box, you might be surprised what you find.
Comments are closed.