Rare Talent – Erickson Media


Rare Talent

Rare Talent

Consider this…

You listen to the ‘competition’ in your market.

You hear the other talent. You hear the other stations’ promos and liners, their production, their stationality.

If you’re smart, you listen to your station, to yourself too.

And when you’re honest with yourself you acknowledge, even if only silently inside your mind, most ‘talent’ — sometimes including your own– isn’t all that talented break in and break out.

In fairness, producing brilliant content 3-4 hours every day, 5 days a week, 50 weeks a year is an impossible task.

You’re not only alone, without a staff of writers and producers, but you usually have more than one job at your station. It’s not usually possible to spend all your working hours creating compelling content for tomorrow’s show.

Today, every one of you have more than one full time job. Simple as that.

But even before consolidation, even before PDs were required to do all they need to do as programmers plus an air shift, before air talent was responsible for content on more than one station, before there was one production person for 5 stations, before GMs not only ran multiple stations but often multiple markets, truth is, you could list the really talented radio programmers and performers in any city, no matter how large, on the fingers of one hand.

Larry Lujack and John ‘Records’ Landecker…
Ron Chapman and Bill Gardiner…
Dr. Don Rose and Chuck Buell…
Bobby Rich and Jeff & Jer…

Real talent, great talent, has always been rare, in every field, especially ours.

Still, this insight from the new Stephen King novel, 11/23/63, is worth remembering…

Artistic talent is far more common than the talent to nurture artistic talent.

Did you watch the NFL Playoff games this past weekend? How is it that Jim Harbaugh can take the same players he inherited on the San Francisco 49ers and turn perennial losers, players other teams didn’t want, into that group that kicked New Orleans’ ass? Was it my imagination of did Stanford play better, on both sides of the ball, when Harbaugh was head coach?

He’s already proven to most observers that he has the talent to nurture the talented on his football teams.

Artistic talent is far more common than the talent to nurture artistic talent.

If you don’t have that person in a position of influence and leadership in your company, chances are you won’t keep the best artistic talent anyway, even if you have the good judgment to recognize it and are willing to pay for it.

No question, it’s rare!

But it is out there.

Ask the most talented people in your company. Ask the truly talented people you know in our industry outside your company. They know, or they know someone else who knows.

Or just ask me: I can give you half a dozen names today.

When you see these people interact with the truly talented in your company, you’ll feel like the owner of the SF 49ers has since Harbaugh was hired: Why didn’t I do this sooner?