![]() ![]() Tim Cuprisin is the media columnist for. Music's available from an expanding number of sources, but a strong, local personality is necessary to connect with the audience. That's a very personal way to link personalities with their audience, but there's no proof yet that it can sustain itself through advertising.Īs for the commercial radio business, its long-term survival will have to mean a rediscovery of the concept of local radio. And there's a strong possibility that the ranks of the unemployed veterans will grow in 2010, especially after the new measuring system hits.Ĭianciola's trying a route pioneered by Chicago's Dahl, trying to keep his radio voice alive via podcast (Cianciola's is hosted by ). There aren't a lot of radio opportunities for veterans like Matenaer and Cianciola these days. Morning veteran Jane Matenaer was axed by WMYX-FM (99.1), and Phil Cianciola was dumped from his supporting role on Jonathan Green's WTMJ-AM (620) afternoon. As for a return to terrestrial radio, the syndication money that existed just a couple years ago would be harder to put together to recreate his network of traditional radio stations.Īs happens ever year, Milwaukee radio lost a couple familiar names this year. ![]() But he's likely to have to accept a smaller salary and he's likely to stay at Sirius, since he doesn't have the value that he had in 2006. His contract is up next year and he's talking about walking - which is probably a tactical move. On the national level, Howard Stern had money thrown at him to jump from terrestrial radio to Sirius Satellite Radio - reportedly $500 million in cash and stock. Late last year, Steve Dahl was fired from Chicago's WCKG-FM, thanks to numbers measured by the people meters, WGN-AM (720) dumped mid-day veterans Kathy O'Malley and Judy Markey earlier this year in a bid to bring in younger male listeners, and other big Chicago radio names have reportedly accepted cuts in their big salaries to keep their jobs. He was canned by Chicago's WLUP-FM last month, the victim of a big salary and ratings that no longer justify the expense. The most recent victim of changing times in Chicago radio was Jonathon Brandmeier, who got his start in radio in his native Fond du Lac back in the 1970s. You can look southward to Chicago, the nation's third largest radio market, to get a measure of the possible impact of what's designed to be a more accurate way for Arbitron to measure the listening audience so advertisers have a better idea of what their dollars will buy them. The latest whammy hits Milwaukee in the second half of 2010, when a new ratings system from Arbitron, the Portable People Meter, begins measuring listening in this market. ![]() For radio, there are increasing listening alternatives, from iPods to satellite radio to the Internet. Then there's the technological revolution that's affecting all media. Add to that the general economic situation, which has hit radio advertising hard. ![]() It's not news to say that the radio business is a mess.Ĭonsolidation of radio stations into the hands of a few major corporations means that the short-term bottom line is driving decisions. ![]()
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