So, who else works at a radio station besides the disc jockeys? Trust me, you can have a lot of fun here, too….
As you read this, you’ll be able to tell where some of my deepest empathies lie. My husband is a disc jockey (who did make a dreaded three-year foray into sales – brr!), and I worked for seven years as a copy writer, working closely with the traffic department. So I may write with a certain bias, but this is the way I see –
Sales reps: They sell the commercials that keep the radio station afloat and everyone’s salaries paid. They’ll remind you of that, too, when they come in with that commercial after the daily deadline that absolutely has to be on the air tomorrow. Don’t get me wrong – like the morning show host, these folks range from arrogant so-and-sos to glad-handing charmers … but it’s their commission that’s on the line, and they’ll do just about anything to get that spot on the air. Some of them really struggle, too – the newest rep is the low man on the totem pole, who’s inherited the accounts that don’t pay off, and they have to go scrabbling through the community for SOME business that the other reps haven’t already sold or tried to sell to a dozen times. Try to argue with a sales rep, and you’ll usually lose, because management doesn’t want to turn down those advertising dollars either. If you ever need more conflict in a radio story, just throw in a sales rep. They can be really nice – they just don’t always relate well to certain realities, like time, space, and, well, reality. And those last-minute spots? They very often have to be re-cut, because they’re missing some minor detail – like, say, the business’s correct name or phone number.
Traffic department: Not to be confused with the people (usually off-site) who call in the traffic reports for drivers, these people work within the station, scheduling those commercials the sales reps bring in. They often work long hours to make this happen.
Copy writer: This is generally regarded as a luxury item. Many stations don’t have one. If they don’t, sales reps usually write the commercials, or sometimes the jocks. A copy writer’s job is to turn a sales rep’s copy instructions into understandable English and try to persuade them that the client really shouldn’t try to throw in every piece of information but the kitchen sink, or the listener won’t remember ANY of it. Can often be found trying to track down the rep who just fled the building, in search of the correct pronunciation to the client’s name, or the missing digit of a 6-digit phone number. In my case, the copy writing position also included the duties of….
Production director: Again, a luxury item, usually combined with some other job. I found a LOT of my job was not just writing the commercials, but chasing after problems with the ones that were already on the air. The ones hawking a Christmas sale, still scheduled to run on December 26th … the one where an agency sent several dubs, and we were running the wrong version … the one that some ambitious new jock chose to voice in a foreign accent for no reason except to show his versatility … I worked very closely with the traffic department, who would give me the heads-up on some of those expiring Christmas spots. Let me tell you, a radio station on the afternoon of December 24th is a lonely place to be.
Engineer: Ever see Nick Burns, Your Company’s Computer Guy, on Saturday Night Live? Most engineers are like that. They know more than you would ever want to know about incomprehensible technical stuff, like what’s wrong with the studio’s sound board or the transmitter – and most of them won’t let you forget it. When you can reach them, anyway. A lot of them work on an “on-call” basis – that technical expertise is pretty expensive, after all – and they can be hard to get hold of in case of an equipment meltdown. Sometimes there’s an on-site engineer, but the personality type is USUALLY the same.
Owners/management: Even in the days before most radio stations were owned by big corporations, the owners were usually from somewhere out of town, and rarely seen. The same holds true of corporate CEOs. If you do see an owner, or someone from the corporation, chances are change is in the air: a new owner, a new music format, a station manager who’s about to disappear. The station manager is on site and oversees the daily operations of the station while reporting to those elusive owners. The station manager may not be very accessible – he or she usually deals primarily with the office staff, or maybe a program director or sales manager who’s in the hot seat for low ratings or sales. Not ALWAYS the case … but often.
Whew. I think that covers most of it, although more details keep creeping into my head. When you get down to it, I could probably write a book on radio. Come to think of it, I have.
Hope you’ve had fun this week. I know that not many of you are likely to run out and write a radio-based book, but if a character who’s involved with a radio station needs to make a cameo appearance, now you have some of the basics.
So, to wrap up the week, be sure to let me know if you have any questions about something I might have left out. And if you come up with a radio-related question later on down the road, you’re welcome to track me down!
Sierra Donovan
LOVE ON THE AIR, Avalon Books
www.sierradonovan.com