Requirements to become a radio DJ and associated problems

¶ … Radio Broadcasting

What are the requirements for breaking into broadcasting on the radio side? Is a college degree necessary? What kind of training do radio stations expect an applicant to have? Is it important for the applicant to have a certain kind of voice? Is radio still a relevant and viable medium even though new technologies have brought listeners many musical choices that are outside of radio transmissions? These questions and others will be answered in this paper.

What about radio in 2010? Background

The listening environment has changed dramatically over the last two decades, according to author Michael C. Keith. Radio used to be AM and FM, and that was it. There were portable radios (boom boxes) and car radios, and that was the extent of wireless audio from radio. But today there are many new audio technologies like satellite radio, Web radio, and music can be heard on MP3s or iPods, not to mention cell phones and PDAs (Keith, 2009). It is a far more "competitive landscape" and yet, Keith writes, "broadcast radio continues to hold its own" notwithstanding the many competing technologies.

That is not to say the radio audience has held its own completely; Keith writes that the overall listening audience has shrunk (between 1990 and 2008, listening is down by 15%). One research poll Keith alludes to claims that the time the average listener tunes in has declined by 4% since 2003. Keith references the COO of the Tribune Company, who claims that more than 90% of Americans over the age of 6 listening to the radio at least once a week. In the year Keith's book was published, 2009, there were 13,500 stations in the United States and they have the power to reach 99% of all households. There are "nearly a billion working radios in the U.S.," Keith writes, adding that most households have eight radios, and less than 1% of the people in the U.S. have "fewer than five receivers" (Keith).

Radio is clearly still a very popular and trusted medium, especially among women, according to Keith. A research poll (Radio's All Dimensional Audience Research -- RADAR) indicated, "working women account for nearly 60% of radio listening of women." The same poll reflects that radio is "tremendously popular among African-Americans and Hispanics" and radio reaches about 95% of that ethnic population, Keith reports. Eight of ten adult Americans of all ethnicities listen to car radios, Keith continues.

How does a person break into radio?

According to Stateuniversity.com, most radio stations require at least a high school diploma plus some experience before considering a person for radio. But Keith writes, "No other profession weighs practical, hands-on experience as heavily as radio does." This is especially true, Keith explains, on the programming side. It isn't so much the experience or the education, Keith continues, as it is "the individual's sound that wins the job" -- however, the formal training and education "usually contribute most directly to the quality of sound that the program director is looking for" in talent. If an applicant is trying to be hired just to play music, experience is an absolute must and a wide knowledge of the music business and of the musical talent that is currently popular and credible.

On the management side of radio, a college education is considered vital, but on the air talent side, as mentioned, the quality of one's voice and one's delivery have a huge bearing on the potential to be hired. Keith also explains that many colleges that offer broadcast majors also have small radio stations on campus and hence the student taking broadcast classes has the perfect opportunity to get on-air experience prior to venturing out into the commercial broadcast world.

The Stateuniversity.com site reports that the employment outlook for radio talent is "poor" right now. But there are opportunities to break in on a part time basis. For the person who is serious about a career in radio, the news reporter job is a good way to break in, especially in a small community radio station. Working at a small stations means that the news reporter will gather information and write the copy (usually there is an Internet link to AP or CNN with the latest breaking news stories); he or she will also operate the control board and possibly report the sports activities too. The Stateuniversity.com site suggests that a person interested in radio take public speaking classes to gain experience talking in front of people.

"Most news analysts enter the broadcasting field as researchers or reporters at small local stations," Stateuniversity.com explains. Rarely does an applicant just walk into the door of a radio station with little or no experience and land a job. But some stations offer internships to students, a good opportunity to learn the business. The Stateuniversity.com site suggests contacting the American Federation of Television and Radio Artists [HIDDEN] ) for additional practical information. They are located at 260 Madison Ave., New York, NY 10016-2401 (www.aftra.com).

British journalist and author Fiona Russell has some good advice for the person interested in a job in TV or radio journalism. Way before getting any training or sprucing up your appearance for an interview, "You must take a keen interest in what is going on in the world," she asserts (Russell, 1997). Over a one-week period, Russell continues, read two newspapers every day. One should be a paper you never buy and another you're familiar with; ideally, one should be a tabloid and one broadsheet, Russell recommends. This will "broaden your perspective" and moreover, one should listen to radio broadcasts and watch television broadcasts as they present news, weather, sports and other information.

"Think about how the style of news programmes" varies from one format to another, Russell explains. The bottom line for a person wishing to break into radio as a journalist is that you must have "…the natural curiosity to ask why, how, when, where, who, what -- and the ability to report a story effectively using plain English," Russell emphasizes (p. 12). In other words, if you are going into radio as an on-air talent, you're going to need to have a nose for news. If you just want to play music, be a disc jockey, there is not, in most cases, a viable full-time career available in that field; most stations that are rock or country or hip-hop hire experienced talent to play the music on a part-time basis (usually 4-hour shifts)

In the big city world of radio, it's very difficult to break in as a disc jockey -- or really in any position -- because there is so much competition for every job opening that comes up.

Russell (p. 13) warns that in music-based radio stations "jobs are not plentiful, and some are speech-based, requiring more staff to make the programmes and packages," so some jobs are available in the production and technical side of radio. Remember, Russell goes on, besides there being few radio jobs available, "No job in the media can be secure, no matter how good you are" (p. 14). As to what specific courses in college to study -- besides the broadcast major, public speaking classes or journalism classes -- Russell suggests asking ten people in broadcasting what they studied. "You will get ten different answers," she explains (p. 15).

Leonard Mogel's book, Making it in Broadcasting, offers "Thirteen Steps to a Job in Broadcasting" (Mogel, 1994, 276). Mogel, who also has published Making it in Public Relations, Making it in Advertising and Making it in the Media Professions, and appears to be something of a renaissance man, insists that "No job is harder than finding a job, particularly your first. Success requires planning, preparation, energy, and enthusiasm -- all in large quantities" (p. 276). When it comes to getting a job in radio broadcasting, Mogel says step number one is to "Educate yourself…research the field of broadcasting" and read the key industry trade publications.

(for more in-depth information on this step. refer back to Russell's section on becoming familiar with the industry prior to launching an attempt to land a job.)

Mogel's #2 is: "Pursue internship programs" especially when you are in college or shortly after you graduate. Whether it is a paid position or a free position (volunteer), it is a perfect place to begin, and to get experience.

Mogel's #3: "Network. Talk to people who are already in the field" and learn from those professionals you can access (p. 276). A good plan is to research in your college or university files to find graduates who have gone into broadcasting. Write or call a person who graduated from your university at his or her place of work, mention that you are a student at the university and would appreciate some input when it is convenient for them.

Number 4 on Mogel's list: "Create a good resume" and it is not hard to get good input on how to do a good resume. "Highlight your relevant skills" and make sure your talents and interests are clearly presented, and professionally thought out. Mogel's #5: Carefully read the want ads in trade publications. Mogel's #6: Give thought to going to graduate school in broadcast journalism. You may not want to be a reporter as a career, but Mogel writes that journalism could "give you the edge you need to get the right job." He adds that perhaps a better idea for some individuals would be to work a couple years in radio first, to see if that is really the career you want, then attend graduate school. There are "excellent extension courses offered by some colleges" and they offer a "practical alternative to graduate school" plus they give you a professional education while you are working during the daytime.

Number 7 on Mogel's list: "Take pains with each cover letter. Don't blow the impact of a good resume with a bad cover letter." This is of course good advice no matter what job or career a person is attempting to enter. Mogel says that the "form letter" should be avoided and rather spell out in bright, alert narrative "why you think you are right for them." Make it short, tight, and lively, and Mogel adds, "Say just what you want -- an interview" (p. 277). Mogel's #8: In order to get solid company names for your leads, use business directories. He suggests the MIPCOM Market Guide published by the Hollywood Reporter. That publication gives the reader names and assignments of "hundreds of broadcasting executives" (p. 277).

Mogel's number 9: Be well prepared for your interview. This should go without saying but Mogel insists that the applicant "Learn as much as you can about the organizations you are visiting" and read up on that station through trade journals. Here is a great idea from Mogel's #9: If your university has a good placement department, see if someone in that department can set up "some role-playing situations with specific advice on handling an interview" (p. 278).

In the interview you should be confident, enthusiastic and well organized. You should "talk about yourself -- what you've learned, what you offer, and what you can do for Company X" but on the other hand be selective in what you say and don't ramble on too long in answer to a question. Mogel quotes media specialist Roger Bumstead, who has some pertinent advice.