800.275.2840 MORE NEWS» insideradio.com THE MOST TRUSTED NEWS IN RADIO WEDNESDAY, MAY 13, 2015 Radio staffing returns to 2013 levels. Many media companies are operating leaner than ever. But an Inside Radio analysis of staffing levels at publicly traded pureplay radio companies shows employment ticked up 3.2% in 2014. Across a broader sample of all the public companies that own radio stations, total employment increased 7.8% last year, putting employment roughly on par with 2013. Hiring may not be as strong an indicator of the health of a company or an industry as it was prior to the Great Recession. Wall Street investors also don’t particularly like to see payrolls expand since it potentially cuts into their profits. As a result, the post-recession recovery has made job growth measured in inches, not yards, at most companies. For a second consecutive year Entravision made the biggest investment in staffing. Its radio payroll grew 46% last year, following a 19% boost to its employee ranks a year earlier. Beasley Media Group also reports a 22% increase in the number of people working for the company, but a majority of that’s tied to a multi-market swap with CBS that gave Beasley a dozen additional stations. It was CBS that trimmed the most, with its staff count falling 11% although the media conglomerate doesn’t say which divisions added and subtracted employees. The number of employees at Spanish Broadcast System and Radio One were 8% smaller. Both reported staffing increases a year earlier. The job growth continues outside broadcast radio. Pandora grew its payroll by a third last year while Sirius XM Radio’s staffing level increased 6%. The annual figures cite 2014 year-end employee totals. Staff grows at Entravision – and so does revenue. Is there a correlation between the investment in staffing and revenue growth? Those who believe there is will find a case study in Entravision Communications. Its radio payroll grew 46% last year, following a 19% boost to its employee ranks a year earlier. As for revenue, Entravision radio revenue increased 10% during the first three months of the year, the company says, second quarter is tracking up “mid-teens,” and third quarter is pacing up more than 20%. Entravision COO Jeff Liberman is hesitant to say more employees is the sole ingredient for the revenue growth. “It’s investing in content, it’s investing more in our digital platform, and it’s investing in sales,” he says. “Our company believes that’s how we can really make a different in local sales.” Of course to achieve those goals it often takes more manpower to get the job done. One area where Entravision has invested is personalities, which have allowed it to build shows such as the “Erazno y La Chokolata” afternoon show that clears on its stations in multiple markets. “What [email protected] | 800.275.2840 PG 1 NEWS insideradio.com WEDNESDAY, MAY 13, 2015 makes the difference between what we do on the air and what our competitors, the internet streaming companies offer, is content,” Liberman says. “Our shows are more talent-based than music-based today and that’s what makes us different and I think that’s what has caused listeners to come to our radio stations -- and when you create better ratings you bring in more revenue.” Layoffs are a fact of life. But one CEO worries cuts are going too deep. Every industry finds efficiencies and there’s an ebb and flow in company payrolls that can be influenced by factors other than just cost-cutting. The switch from an all-news to a talk or music station will in all likelihood mean fewer jobs at a radio station. Saga CEO Ed Christian says every company is looking for their right mix, but worries some radio owners are no longer trimming the fat. “There are certain companies that are hell bent to reduce down and come perilously close to cutting into the marrow,” he says. “That’s not good for the industry.” In a conference call this month Christian said he believes a station must have strong morning and afternoon shows to succeed, and that requires people on the job. “The idea of the audience won’t know is really a fallacy,” he said. Saga’s not immune from trimming, having adjusted its payroll lower last year. Like many operators, Christian said his philosophy is to keep staffing levels in line with revenue trend lines. It’s business math that has made for some hard choices across radio during the past several years. “That’s one of the big issues that the industry faces right now,” Christian said. “We have this race to squeeze and see how much we can rely on having empty shells of radio stations -- but you can’t save yourself by cutting the bottom side without injuring the top side.” A Rock-y Mountain ratings high. The Rocky Mountains apparently blocked the memo about rock radio’s ratings struggles from reaching Denver. Four of the Mile High City’s top five stations in Nielsen’s April survey are some flavor of rock. Only Colorado Public Radio news/talk KCFR-FM (90.1) managed to squeak in between the power chords and bass drum hits. Entercom’s “99.5 The Mountain” KQMT is perched at the top (5.7-5.9) with its adult alternative-flavored classic rock format. Close behind is iHeartMedia alternative “Channel 93.3” KTCL (6.1-5.4), followed by KCFR. Classic rock “103.5 The Fox” KRFX (4.7-5.2) and adult alternative sister KBCO (5.6-5.1) round out the top five. Both are owned by iHeartMedia. There’s one more rocker further down the ranker: iHeart active rock KBPI (3.2-3.5). The CHR, country, AC and regional Mexican formats don’t begin to show until you get into the four share range. As the birthplace of the modern day adult alternative format and a city that helped put FM rock wars on the map in the ‘70s and ‘80s, Denver’s always been a rock radio epicenter. And though it’s not a new phenom to have rock stations stack its top 5, you’d be hard pressed to find another market where rock vacuums up more than 21 shares of the audience pie. Even Detroit Rock City, with five rock stations, falls short with an 18.4. New victor in Miami CHR melee. Sixteen months after flipping from hot AC to CHR as “Hits 97.3,” Cox Media Group’s WFLC, Miami turned in its highest 6+ share with the new format, barreling 4.0-5.0 to rank fourth in Nielsen’s April survey. That’s up dramatically from April 2014’s 3.5. It’s a milestone for programmer Jill Strada, who returned to Miami a year ago to program the station after a stint as assistant program director and digital media brand manager for Greater Media’s rhythmic AC “Hot 96.9” WBQT, Boston from 2013 to 2014. It’s also the first time “Hits 97.3” has inched ahead of Miami’s heritage CHR, iHeartMedia “Y100” WHYI, which held its own (5.1-4.8). “Hits 97.3” has increased the share mainstream CHR gets in Miami from an 8.3 one year ago to a 9.8 today. CHR battles like this tend to ebb and flow. In Tampa, the lead has gone back and forth between CMG’s “Hot 101.5” WPOI and iHeart’s heritage WFLZ-FM (93.3), with the latter currently holding a 1.5 share lead. Miami has been a sort of ground zero in the battle for 18-34 year olds with iHeartMedia flipping WMIB from adult hits to urban in October 2013 as “103.5 The Beat,” taking on CMG’s longtime urban “99 Jamz” WEDR, which remained out front in April. The market is likely to only get more competitive among younger demos, now that CBS Radio has taken over rhythmic CHR “Power 96” WPOW. [email protected] | 800.275.2840 PG 2 NEWS insideradio.com WEDNESDAY, MAY 13, 2015 Synergy brings Stephen King to CBS’ Play.it. Corporate synergy can be scary, at least when Stephen King is involved. The famed horror writer’s upcoming audio book “Drunken Fireworks” will be released next month by CBS’ Simon & Schuster. That’s opening a door for CBS Radio’s Play.it. On July 2 the new podcast platform will begin sharing the never- before-released short story to streaming listeners. “Great stories are often better when told out loud,” King says. “This event is a cool way for more people to discover just how fun listening to my stories can be.” CBS Radio says it will promote King’s audio release on stations around the country. Simon & Schuster president Chris Lynch calls it an “audio publishing event” that will “break new ground” for the company. Humorist Tim Sample, whose stereotypical Maine accent led to a “Postcards from Maine” feature on CBS News’ “Sunday Morning” for more than a decade, was handpicked by King to voice the audio book. “While it’s not the first Stephen King story I’ve had the privilege of narrating, it’s certainly the funniest,” Sample says. The publisher says “Drunken Fireworks” is about a “salt-of-the earth” Maine native and a friendly annual summer fireworks rivalry that spirals out of control. CBS Radio says Play.it now offers more than 400 podcasts, including several from radio personalities. Closing offices will modernize FCC says Tom Wheeler.