Sunday, October 7, 2012


Chad Rufer is the program director at Now 100.5 in Sacramento.  Earlier this week he posted the following on his Facebook page.  With his permission, here's his post. 

He couldn't be more right.
Chad Rufer
I am truly sorry that some of you have lost your passion for the radio industry. This industry, just like many others, has evolved. We’ve had to learn how to do more with less, adapt to new technology, learn new ways to do things and market our product. 
We’ve learned through PPM that the audience doesn’t like four minute breaks about a survey you read in a show prep service with a “stupid kicker line at the end."  Now, you as a talent are challenged to come up with a relatable way to deliver that information to your audience in a way that they care about, or you might just want to scrap the break and find something better. 
Programmers now can’t just add records to help friends.  There are no more 5 day, 40 hour work weeks. Oh, and that thing called “Facebook” that you have been asked to spend some time learning so you can better market to your audience, it will require some of your time; yes even at night and on the weekends. 
Sorry. I’m over the bitching about how the industry is a mess, and it’s a dinosaur and how it will never come back. I’m still as in love with it today as I was 20 years ago when I started. I’ve taken on the same situations that people said “couldn’t be won” and put the right team in place to WIN! Guess what? The industry still makes a profit, good companies take care of good people, your audience has passion for your product (when you do it right), and it’s going to be around for another day to keep fighting. 
If you are not happy with your job in the industry, or you’re disgruntled about the added responsibilities you’ve had to take on, I’m sure no one will complain if you depart. 
There are lots of people who still have the passion and drive and will pick up your slack, run with it, and WIN!


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