“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



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

Advertising Standards Bureau Macquarie Radio Network sass & bide Southern Cross Austero

Latest News

McCann Sydney Snares Lucy Gavan For Senior Strategist Role
  • Advertising

McCann Sydney Snares Lucy Gavan For Senior Strategist Role

McCann Sydney has announced the appointment of Lucy Gavan as senior strategist. Gavan joins McCann Sydney, part of independent network, HERO, after five years at brand consultancy, Interbrand, building and reimagining the identities and experiences for many Australian iconic brands, including Telstra, Westpac, Federation Square and Sydney Opera House. Executive strategy director Roshni Hegerman says […]

VCCP Sydney Adds Tilly Treloar, Nathan Pashley & Heath Sims
  • Advertising

VCCP Sydney Adds Tilly Treloar, Nathan Pashley & Heath Sims

VCCP has kicked off 2021 by adding Nathan Pashley and Heath Sims to its creative department, and Tilly Treloar to its the strategy department. Pashley and Sims are an established creative team who previously worked together at 72andSunny, creating campaigns for the likes of Tooheys Extra Dry, Byron Bay Brewery, Google Nest, Amaysim, and Kosciuszko […]

Dentsu’s Ad Spend Report Forecasts 5.9% Growth In Australia In 2021
  • Media

Dentsu’s Ad Spend Report Forecasts 5.9% Growth In Australia In 2021

Global advertising investment is forecast to grow by 5.8% globally and 5.9% in Australia in 2021, according to the dentsu 2021 Ad Spend Report. The report combines data from 59 markets and anticipates that $US579bn will be spent globally with all regions enjoying growth to offset a fall of 8.8% in 2020. Australia’s forecasted growth […]

David Pullinger, Former JC Decaux Sales Director, Appointed QMS Media GM
  • Media

David Pullinger, Former JC Decaux Sales Director, Appointed QMS Media GM

QMS Media has appointed former JC Decaux national sales director (independent agencies) David Pullinger to the newly created role of general manager, independent agencies and direct sales. The appointment comes in a bid to further drive growth in what QMS describes as the “significant independent agency and direct sales market”. With more than 20 years’ […]

Stan Officially Announces Pricing For Stan Sport
  • Media

Stan Officially Announces Pricing For Stan Sport

Stan has today officially announced pricing for its new add- on Sport package in the lead up to the Super Rugby season kicking off. Stan’s add-on Sport package will be available for $10 a month and Stan will be the only place to watch every match. Consumers can enjoy Rugby ad-free, live and on demand […]

?stanbul, Turkey - February 10, 2014: Businessman figurines standing in front of Apple iPad monitor  displaying start-up screen of Facebook application. Facebook is one of the most visited social networking website in the world.
  • Media

Facebook Introduces New Measures To Stop The Spread Of Holocaust Misinformation

Facebook has introduced new safeguards to limit the spread of misinformation around the Holocaust. The new measures, announced on International Holocaust Rememberance Day, will see any Facebook user who searches for terms associated with either the Holocaust or Holocaust denial recieve a message from Facebook encouraging them to connect with credible information about the Holocaust. […]

Busting 6 Of The Biggest Ad Tech Myths
  • Partner Content

Busting 6 Of The Biggest Ad Tech Myths

When it comes to header bidding and wrapper solutions offered by sell-side platforms (SSPs) – it can be a pretty confusing landscape out there. The technology itself is complex, and this is further compounded by a lot myths doing the rounds. Before we start, if you need a quick refresher on the basics – what […]

Partner Content

by B&T Magazine

B&T Magazine
Droga5 London Rolls Out New International Visual Identity For CUPRA
  • Marketing

Droga5 London Rolls Out New International Visual Identity For CUPRA

Droga5 London has launched a new corporate and visual identity for CUPRA, the new high-performance car division of SEAT Group, challenging the conventions of design in the car category. The identity is part of the new brand platform, ‘Another Way’, and provides CUPRA with an unexpected modular visual language that shows both the car and […]

The acquisition of TurboSquid establishes Shutterstock as the premium destination for 3D models.
  • Technology

Shutterstock Acquires 3D Marketplace TurboSquid

Global creative platform Shutterstock has entered an agreement to purchase TurboSquid, considered the world’s largest 3D marketplace. For more than 20 years, TurboSquid has been a 3D industry leader, offering a unified 3D workflow, and operating a marketplace offering of more than 1 million 3D models, a 2D marketplace derived from 3D objects, and a […]

M&C Saatchi’s Timothy Ng: “How Do You Solve A Business Problem With Creativity?”
  • Opinion

M&C Saatchi’s Timothy Ng: “How Do You Solve A Business Problem With Creativity?”

M&C Saatchi’s webinar series Open House kicked off last night, with an introductory session from Justin Graham, Group CEO AUNZ and Timothy Ng (pictured below), Account Manager. Open House is an initiative that consists of a series of free webinars, as well offering participants the chance to secure a paid internship, aimed at career movers, […]

Opinion

by B&T Magazine

B&T Magazine
WPP Named In Bloomberg Gender-Equality Index For Third Year In A Row
  • Advertising
  • Media

WPP Named In Bloomberg Gender-Equality Index For Third Year In A Row

WPP was today named in the 2021 Bloomberg Gender-Equality Index (GEI) for the third consecutive year. The Index recognises companies committed to advancing gender equality in the workplace through policy development, representation and transparency.  The 2021 GEI is made up of 380 companies from 11 sectors headquartered across 44 countries and regions, all raising the […]

Australian Road Safety Foundation Utilises Geo-Targeting Technology To Protect Kids In School
  • Media

Australian Road Safety Foundation Utilises Geo-Targeting Technology To Protect Kids In School

The Australian Road Safety Foundation (ARSF) has teamed up with Spotify and some of Queensland’s leading musicians in a national first that will geotarget drivers within school zones. The Slow Down Songs campaign, which is being piloted in Queensland, will work to keep kids safe within school zones by dramatically slowing down songs and serving […]

Tokyo, Japan - July 29, 2019: The skytree tower is illuminated at night announcing the olympics of Tokyo 2020 with a hashtag.
  • Uncategorised

Florida Financial Officer ‘Offers’ To Host Olympics With “Bonkers” Pitch

Florida’s chief financial officer on Monday (local time) told the International Olympic Committee that Florida would be happy to host the Olympics amid speculation that current host Japan may back out. Jimmy Patronis sent a letter to Thomas Bach, the head of the IOC, as Agence France-Presse reports, “to encourage you to consider relocating the […]

by B&T Magazine

B&T Magazine
When You Do And Don’t Need AI
  • Technology

When You Do And Don’t Need AI

Here's top tips for when you do and don't need AI. Alternatively, ask Alexa if she thinks it's worth reading.

Opinion

by B&T Magazine

B&T Magazine
Salesforce © Salty Dingo 2020
  • Uncategorised

Events Agency Director Nigel Ruffell Reveals How His Company Survived 2020

There are few industries that have been hit harder by the coronavirus pandemic than events, with agencies forced to pivot in surprising and innovative directions to survive. Nigel Ruffell is the director of The Company We Keep, a live brand experience agency that hosts events at 15,000 pax, and opened its doors in 2018. With […]

by B&T Magazine

B&T Magazine