RELENTLESS RADIO

 

Author:	Therese Romano
Published:	December, 2000

 

Is radio balanced? Are men and women contributing equally in radio management? Well, just look at who is running most of the radio stations, in any format, across the country. When it comes to CCM stations, the percentage of men in management versus women is far greater than our mainstream counterparts. Why, especially when AC stations, CHR stations and Inspirational stations all claim to target a female demographic? Below are some of the theories formulated on the topic. Keep in mind, these are only theories. These are not intended to place blame or judgment. Theory #1: It's a good ol' boys network. Face it, even though women can now fight in the military, run Fortune 500 companies and race Indy cars, they still can't figure out what women want to hear on the radio. Remember the old cliché, "Women don't like to listen to or watch other women on the radio or on TV"? I guess Dr. Laura, Delilah, Oprah and Rosie forgot to follow that cliché. That ever-elusive "research" to back up the cliché has never materialized. So, I guess men are the only ones privileged enough to see that research. There must be some kind of conspiracy. Men just don't want to take orders from women. They have the need to be in control and can't stand women being in leadership roles. Come on! We all know there are places where that mentality applies, but I doubt that that's the main reason for a lack of women in radio management positions. Theory #2: Women are too emotional. How can a woman handle a crisis when she wears her emotions on her sleeve? Well, just like a man who has an anger management problem, a woman who's unbalanced emotionally is not a good candidate for a management role. Stereotypes are not something that should be considered when trying to fill a job opening. Each job has specific requirements. Pick the best candidate for the job regardless of gender, age or race. Remember men and women are NOT created equally. A woman in management can help balance out your team. Theory #3: It's a "church" thing. Most denominations believe that men should be the leaders and women should cook for the church banquets. They even use scripture to back up this belief. So, women can not be in a lead role at a Christian radio station because that would mean that they're teaching men and that's unbiblical. I have actually come against that kind of argument in my nearly 20 years of radio experience. However, that was almost 14 years ago. Things have changed. Heck, churches have changed. More and more women are in teaching, pastoral and leadership roles than ever before. So, I don't really feel this argument applies in all circumstances. But again, it may within some organizations. Theory #4: A woman's place is in the home. This one is also based in our Christian beliefs but I think it may be the most accurate theory of the 4. A woman's place is in the home. Wow! Did I just type that sentence!? Yes. You see, as Christians we believe that the most important ministry we can have is within our families. A man's first responsibility is his wife, then his kids. A woman's? Her husband, then her children. So, when the owner asks his female DJ if she would like to take on a whole new truck load of responsibility and authority by being Program Director, the answer for most HAS to be "no". Even though she may be the most qualified for the job, her first responsibility is to her family. How can she take away what little precious time they all have together to run a radio station? If the job opening happens to be GM, the time problem still remains. Part 2 to this theory is, how many of you think radio is a stable enough profession that you would be willing to uproot your family, have your husband quit his job and move to a new city to take that PD or GM opening? Most women just aren't in the position to pick up their stakes and move when a job they want becomes available. Radio is a transient business. You have to be willing to go where the jobs are. Most families aren't in the place where they can pick up and start all over again every two or three years. But, you're asking yourself, what about the single women out there? Hey, I'm one of them and let me tell you there just aren't that many of us. We have more and more young women graduating from college and joining our ranks, but most end up getting married and taking themselves out of the hunt. Plus, most PD jobs require years of experience. Young women fresh out of college don't measure up. So, the question is "Have we created our own glass ceiling?" Yes, in a way, we have. However, there are folks who have read this article and will recognize that they have used Theories 1, 2 or 3 to rationalize the situation. My hope is that they will not only recognize it but will also do something about it. Remember your target demographic and go after potential employees who can most relate. There are some of us out here who are considered "radio gypsies". We've moved and moved and moved again, much to the chagrin of our friends and relatives who now put our address and phone number in their address books with pencil. I wholeheartedly believe that the only way we will continue to grow our audiences is to be willing to step out of the box. God is so much bigger than we are and His scope is infinite. Remember, God's way can seem foolish to man. Go on, take a risk! That female PD or GM may just surprise you. And ladies, if you want to excel and lead in the radio industry, you have to recognize that there are serious sacrifices to make. Just ask any man who now holds the position of PD or GM. Get out of your markets and go to some seminars. Look outside of your format for professional role models if there aren't any in your city. Respect can not be demanded it has to be earned. Are you willing to do what it takes to get the recognition you desire? Oh, and while you're up there, be sure to bring a little Windex to clean that glass ceiling.