With all the attention being paid to creating new forms of revenue in the New Radio Model, this question can’t be overlooked:  How do the roles of existing station personnel change under the new model?  Specifically, how does the role of station on-air talent change?  Is talent still considered an important piece for a radio station in achieving success? 

Talent is just as important as ever under the New Radio Model.  Strong talent gives a face and voice to your station’s brand.  Despite the advent of all the new high tech toys and entertainment devices, radio stations with strong personalities generally still outperform those stations that do without or employ marginal personalities.  Radio under the new model, as well as the old, is still personal and one-to-one.  There are just more opportunities and methods for consumers under the new model to interact with a station today than in past years.  From Facebook and Twitter to podcasting and mobile video, talent providing creativity in entertainment is essential in creating compelling content that will translate into new revenue dollars.

Here are five steps to consider when evaluating the roles of talent under the new radio model:

1. Be local in content but be willing to search to the ends of the earth for top talent. The realities of today’s economy make it more difficult to hire out of market talent than in past years.  It may take more dollars to lure top talent, so budget accordingly and remember talent is an investment in your brand.
2. Look for versatility.  Under the New Radio Model, everyone involved in operations will be called on to provide more than ever before.  Today’s talent needs to do more than pull an airshift and cut a few spots.  Video skills, advanced computer ability and web savvy experience can prove invaluable to the overall success of an operation.
3. Look to additionally compensate top talent based on station revenue goals.  Make sure everyone is on the same page and understands what is really important.  Bonuses and incentives that are revenue based, as well as ratings based, helps to ensure that everyone is shooting at the same target.  In smaller markets, some talent are now doubling as sales people and doing well in that dual role. 
4. Don’t underestimate experience.  It may be cheaper to hire less experienced talent, but keep in mind that with talent, like most everything else in life, you generally get what you pay for. 
5. Be willing to provide direction.  Talent isn’t an appliance that you can plug in and then walk away.  Constant feedback, priority setting, and evaluation are all keys to ensuring your talent is successful.  Teach and preach your station’s mission and your talent will thrive!

There was a top selling business book from earlier this decade entitled “Built to Last.”  Top talent can play a contributing role to ensuring that your New Radio Model station does the same.  There is an old theory in management that says, “Surround yourself with talented people and you will be successful.”  Will top talent guarantee success?  No, but it will certainly improve the odds! 

John Stevens
President/COO Paragon Media Strategies
Member of The Radio Workout Team