In our new series of radio executive profiles, here is some background on Greater Media President, Peter Smyth.

Mr Smyth is currently Chairman of the Radio Advertising Bureau’s Board of Directors, he was named 2007 “Radio Executive of the Year” and “America’s Best Broadcaster” in 2005 by Radio Ink.

After serving as an Account Executive, Local Sales Manager, and General Sales Manager, Peter Smyth joined Greater Media in 1986 as General Manager of WMJX-FM in Boston. He was appointed Vice President/General Manager in 1987, Group Vice President of Radio and Chief Operating Officer in 1988, and President and Chief Operating Officer in 2000. In 2002, Mr. Smyth became Greater Media’s President and Chief Executive Officer.

Mr. Smyth was also General Sales Manager at WOR in New York until 1986 (when moving to Greater Media). He is a graduate of the College of the Holy Cross in Worcester, Massachusetts.

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I am getting anxious about radio sales. Not because of the medium - its strengths of mobility and audience demographics are undeniable. But, there seems to be a growing problem of managers being able to find quality AE’s that are great sellers and great ambassadors for the radio industry.

An area of concern seems to be what young professionals (25-35) are being offered to start a career in radio sales. In the part of the country where I live and have been a DOS (market 170′ish), starting salaries are around 20k. With commissions, a solid seller will make in the 30’s their first year (in the 40’s if they are very good). Sure, a great seller, even in my region, can build their list and make six-figures eventually. But, it seems it’s getting more and more difficult to find quality that is willing to make that sacrifice to get there.

I’ve spoken with several young professionals who have been very open about radio sales as a career. They have said, “why would I take a job like that (stressful & outside sales) in the 30’s, when I can get a non-sales job (in an agency for instance) for the same money.” And if they really want to get into sales, the quality sellers want to get into something where they can make into the 50-80k range (ie: pharmaceuticals) out of the box. They’re not so worried about the potential 100k in five-years, they want the 50k now.

What’s the answer? Is it to pay more up front for potential great sellers? Look at a sports team — they have to pay up front for talent. In most cases (not all, but most), a sports team will pay big for a couple stars, and surround them with the proper support/role players. I know with sales you “pay your own salary.” But, great players don’t sign contracts when all (or half) their income is based on performance up front. They get offered what they (and their employers) feel they will be worth, and then are expected to perform at that level.

If you’re considering a career in radio sales and you know you have the right stuff, what kind of money do you think you should make? How would you want to be fairly paid? If you’re a manager, what are your thoughts? We know there’s a problem…what’s your out-of-the-box possible solution?

I also wonder if anyone out there is changing the dynamics of a radio sales organization? Has anyone out there payed a few great players larger salaries, and then surround them with an assistant-based support staff?

Click the comments link below and share your thoughts.

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