Here's local TV's take on the loss of multiple big-ticket morning shows in San Diego during the past year:
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That's Chris Cantore, formerly host of 91X's morning show speaking about the loss of San Diego's Dave, Shelly, and Chainsaw and Jeff & Jer.
I think Chris is exactly right.
I would add, however, that it's rare for super-premium morning shows to be kicked to the curb. Much more common is for those shows to turn up their nose at a reduced offer and kick themselves to the curb.
It seems to me that the kind of cross-media pioneering that Chris is describing is (or should be) every bit as easy as the employee of a broadcasting company as it is when you're left with no job and only the four walls of your garage. I see precious few talents taking full advantage of these tools, however.
Interestingly I just wrapped a conversation with Seth Godin to air here late this month, and Seth said very much the same thing.
Our futures are in our own hands. No broadcaster wants to lose Jeff & Jer or Dave, Shelly, and Chainsaw. But when the advertising marketing is tanking, a high-priced morning show is, by definition, worth less.
Does radio need talent of this caliber? You bet it does. But – for better or worse – that talent will be worth exactly what radio is willing to pay for it and not a penny more.
And that's true whether your name is Chainsaw or Rush.
The best radio talent of the future will likely not be on the radio.
Think about – and plan for – that.
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