What A Reality

December 20th marked a day of revelation at the meeting of the Chicago Area Gospel Announcers Guild. There has always been a negative "stigma" associated with "Gospel or Religious" brokered programs and it was refreshing to hear the realization of change being needed in the area of gospel and religious brokered programs.

Sparked by a spirited and passionate commitment by the guild president, a cadre of member communicators led a panel and voiced various views on how to improve the presentation of the brokers or independent programmers. The realization was that the commercial radio industry will be limited in it's impact to the Gospel and Religious community because of fiduciary concerns. I began the discussion with my two cents on the state of the industry and the impending changes that an Obama led administration might bring to the FCC.

What I did not say in the meeting is this,” that both radio and music the music industries will suffer from the recession. Advertisers no longer believe in radio. As a result, because of less revenue radio will use automation, syndication, and more new technology to keep itself afloat during these trying times”.

In some cases there may be attempts at more consolidation and corporate downsizing. Every one's job is at stake. However, the impending storm for commercial radio will reopen opportunities for "independent programmers" to create new types of "local" programs where ministry is needed. Key points for brokers are content, personality, localization, professionalism, ministry, and commerce.

Let's first defined what needs to be redefined.

It is stated by some that Jack L. Cooper began black appeal radio in Chicago over 75 years ago. His program the All Negro Hour was one of the first to play the newly named and created "Gospel" music. In addition, Mr. Cooper is recognized by some to be the first Black DJ.

Well, what's the point with going all the way back to the early days of radio? It's been said that you don't where you're going unless you know where you've been. And the history of black appeal radio is something that can help the independent programmers today.

You have to understand in the early days of radio black people had to pay their own way. Black folks were not hired to be an on air host. It was not until 1946 that station ownership by an African American became a reality at WERD in Atlanta. Also, it was not until the late 40's that an African American was paid by a station to be a host of a radio show. African Americans paid for their air-time to be on the radio. Radio is an important part of the African American culture. Look at how far African American's have come in radio. And yet there is still a long journey ahead.

As my grand mother would always say, "you gotta pay the cost to be the boss. " And the early black appeal radio pioneers paid the cost, purchasing time on radio stations because they wanted to make money as well as uplift the community. And the harsh reality was that black men or women were not hired to work in radio in the early years.

Jack L. Cooper, the first black radio announcer some say, "brokered" his program and epitomized excellence on the air. He was eloquent and presented himself as a proud member of the African American race. Well, African Americans are a complex people with more that one cultural aspect. As good as the intentions of Mr. Cooper were, all blacks did not find Mr. Cooper style as inviting. Another great Chicago announcer who came a few years later was Al Benson, who was not noted for his excellence of speech through the English language, but he was a beloved figure in the African American community.

The advertisers loved Mr. Benson because of his popularity among the "potential customers." Mr. Cooper and Mr. Benson were two different and distinct personalities that were rivals and yet both were successful.

How does this relate to the Gospel Announcer today? Well you can say that there is a Jack L. Cooper School of thought and an Al Benson School of thought for the Gospel Announcing. Oh yes!, don't let me forget these other schools from the Chicago area, the Rev Milton Brunson, Dr. Charles G. Hayes, Bill Doc Lee and Isabell Joseph Johnson Schools of Religious Announcing that were all significant in the black community in Chicago. Even the Queen of Gospel, Albertina Walker was a broker on the radio. Many Gospel Artists used the airwaves to get the word of Christ in song on the airwaves and help their career in the industry at the same time. All these schools have their valid points and system of presentation but the question is how can the announcers in the 21st century benefit from the history of the announcers of 20th century.

As a noted person in the radio industry said, "Brokers" are a station on a station." I think then that the best practice would be to do some of the things they do on the commercial level and create a new and unique programming foundations for Gospel and Religious programs that are financed through local area businesses. Learn RADIO SALES. Build your audience for your sponsors. Tell your sponsors that their customers are listening to your program. MAKE THE SALES. Connect ministry, technology and industry. It is easier said than done. However, our history says "It is possible."

Here's a list of some of the keys to sustain yourself as an independent programmer in the 21st Century. Remember, this God doesn't need your ministry.

1. Know your audiences and what they want - Qualitative Research Data
2. Network with other Brokers, Plan, Brand and Market you and the program.
3. Create a sponsorship package that tells your prospective sponsors that their customers listen to your program
4. Change the way you present yourself on the air. Religious announcing must change with the time. There is a new audience out there that may not know or understand how the pioneers presented gospel music and it may turn them off. Be inclusive and adapt to the new audiences.
5. Get on the Web, stay on Web and connect what you do on the air to the WEB.
6. Show prep is everything and everything is show prep. The most import thing in radio is what you say in between songs when no music is playing. Always be prepared.
7. When you minister get a sponsor.