Radio Hosts Added to Endangered Species List

Posted on February 13, 2012


CBS Says the Future Looks Bleak

According to CBS’ Money Watch radio annoucers are becoming an endangered species.

A recent article titled “Will These 10 Jobs Disappear in 2011” lists broadcast announcer at number 6 alongside judge, travel agent, fashion designer, insurance underwriter, newspaper reporter, plant manager, chemist, economist and CEO.

Some of these seem more far-fetched than others. I can’t imagine the world doesn’t need chemists, judges or fashion designers.

And let’s be honest, consolidation in the announcer ranks isn’t news to anyone in the radio industry. Still, the paragraph that accompanies the radio host entry stings a little bit:

“The play-by-play for this occupation isn’t pretty. Consolidation has eliminated many jobs already, and technology is hijacking off-air tasks, such as editing, once performed by announcers (and future announcers paying their dues). Add the increased use of syndication and the growth of satellite radio and the picture is even bleaker. By 2018, broadcasting is expected to lose 2,400 radio and TV announcer jobs.”


Before you panic and being making plans to enter the clergy or head off to Somalia for a pirate’s life keep a few things in mind:

1) There are a lot of new ways to be an annoucer without working at an actual radio station. Bubba the Love Sponge recently launched a subscription audio service. Steve Dahl is building a network of podcasters as is Kevin Smith with his Smodcast. The same is true of some brands that are starting to build their own audio entertainment networks which will need hosts.

2) Just because there are less announcer jobs doesn’t mean there aren’t jobs available. It just means the competition will be stiffer.

When you look at things from that perspective there is one important point that jumps out; it’s going to take a combination of hard work, dedication and talent to succeed as an announcer. That means doing everything you can to put yourself in a position to be successful.

Like hiring a good talent coach, or as I like to say a Talent Mechanic, to help you hone your craft.