“Radio Networks Have To Pay Announcers Huge Salaries Because There’s So Few Good Ones”

“Radio Networks Have To Pay Announcers Huge Salaries Because There’s So Few Good Ones”
SHARE
THIS


What best describes you?

Earlier in the month B&T reported that radio duo Kyle and Jackie O were set to earn themselves $20 million each in a new deal with their bosses ARN.

And now one of ARN’s very own has come out and told B&T that radio announcers can indeed command incredible salaries because of a dearth of on-air talent in Australia; plus, there’s “nothing coming through on the horizon, either”.

management-team-head-shots-30

According to the network’s national content director, Duncan Campbell (pictured above), Australian radio is currently enjoying a “golden age” of on-air talent, but one of the industry’s biggest issues remains discovering their eventual replacements and establishing their shows.

“There’s just no one there when it comes to new radio talent and so these presenters command big dollars and they can do that because there’s no one else coming up behind them.

“You only need read the numbers (salaries) reported for the likes of Hamish and Andy, Kyle and Jackie O, the likes of Eddie McGuire; it’s all indicative of the fact that there isn’t a pipeline that’s full of the next talent coming up and that’s a challenge for us as an industry. Yes, we need to create more shows, bring in new talent, there’s no doubt about it.”

Campbell also acknowledged that many of these radio shows and presenters had been around for decades but didn’t believe audiences had become bored by the status quo. Instead, he called them “heritage brands” and believed it was what listeners preferred over new, untested talent.

“The great strength of these heritage shows, be that Eddie McGuire in Melbourne, Fitzy and Wippa on Nova, be it Kyle and Jackie O on KISS, or Jonesy and Amanda (on WS), these heritage brands remain very powerful,” he said before agreeing that one downside was they weren’t attracting new listeners, namely among the Millennials.

Campbell agreed the networks weren’t attracting the Ys’ ears, but remained dominant in their core demographic – the over 35s. “Adult listening has certainly increased. And what these heritage brands do is deliver very loyal, habitual listening. If you look at the number one breakfast shows around the world on FM stations in big markets they are dominated by radio shows that have presenters who are (aged) 40-plus.

“They also deliver a level of consistency to advertisers that is very enviable. But the challenge the industry faces is to find the next wave of talent, so when they do move on there are new shows to replace them,” he said.

ARN’s arch-rival Southern Cross Austereo certainly tried to establish a new, younger talent with its Sydney breakfast show of Dan and Maz. However, the duo failed to resonate with listeners and were quickly replaced by the older pairing of Rove and (reality TV star) Sam Frost.

“It is absolutely true, the industry is under pressure to attract those under-30 listeners and the under 25s, particularly,” Campbell said. “There are challenges there, but look at (ARN’s) The Edge breakfast show, it’s very edgy, two young presenters and it has a very loyal audience, and that’s a good sign that young people do want good radio. But take Kyle, he’s in his forties, but he doesn’t act old or talk the language of an old person and he’s very popular with younger listeners. But for sure, it’s always hard to develop new, young talent and get them established,” he said.

Please login with linkedin to comment

Latest News

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]