Media Executives Beware: Dumb Stunts Cost Jobs - Sometimes

Michael Hedges February 15, 2007

It’s lonely at the top; all that authority and so little control. Top media managers in America and Britain have suffered dismal fates of late. On those very bad days, when all you hear are the footsteps in the hallway bringing the platter to carry your head, remember one thing: there is an answer. Fire the DJs.
Go To Follow Up & Comments

Turner Entertainment Group President Mark Lazarus graciously accepted the resignation of Cartoon Network General Manager Jim Samples shortly after the company announced it would pay the city of Boston, Massachusetts $2 million for the effects of a promotional stunt aimed at ramping up interest in Aqua Teen Hunger Force, cartoon characters featured in Cartoon Network’s Adult Swim channel.

The guerilla marketing campaign in late January placed little gizmos with flashing lights under bridges. The bomb squad was called. The city shut down.

Massachusetts Attorney General Martha Coakley said the little gizmos were “very sinister” and had “wires.” Two people from the marketing company that organized the stunt were arrested. Similar gizmos were placed in Los Angeles and New York, where many residents – particularly in the media business - look sinister, wear flashing lights and have “wires.” Bomb squads were only called in Boston.

"Jim's decision to leave his post is a reflection of his regard for the business he helped build and the people he trusts to move it forward," said the statement from the corner office at Turner Entertainment.

We wonder if Mr Lazarus repeated to oft quoted terminal expression: “It’s easier to explain to my wife why I fired you than explaining why I got fired.” Enquiring minds want to know.

For the UKs Channel 4 Chairman Luke Johnson and Chief Executive Andy Duncan it was a grilling over charges of racism on reality TV show “Celebrity Big Brother.” 

Duncan might have been chortling at the attention – ratings had been suffering – but that certainly ended when the major sponsor called for “a review” and, finally, withdrew.

The row – overwhelming UK media – was over the, er, tone of some of the language used in intercourse among some cast members that certainly had a ring of racism. UK regulator OFCOM received 40,000 complaints and, dutifully, they are investigating whether or not the Celebrity Big Brother highlights show – which airs in prime-time – depicted events “fair and accurately.” Eh?

Channel 4 subsequently cancelled a show called “Wank Week” though Johnson refused to cancel Celebrity Big Brother or the two other Endemol reality shows so important to Channel 4’s health. Johnson had been mentioned as a possible candidate for BBC Chairman. Give it up, Luke; back to the pizza business.

Not that long ago, the BBC’s top ranks were sent off in the aftermath of a news broadcaster uncommonly – and with journalistic precept ignored – criticizing certain halls of the UK government.

Is this a new century trend, top managers and executives getting fired or publicly grilled for a programming or promotional snafu? In the last century firings, grillings or “taking leave to spend more time with the family” were reserved for missing profit points or, occasionally, going to jail. Probably not a trend.

Evidence of empirical safety at the tip-top, also recent, is David Fields, Entercom CEO. Entercom owns a slew of radio stations in the US. One of them, in Sacramento, California held a morning show promotional stunt at which contestants reached for the stars, in this case a video game worth $250, by consuming considerable quantities of water, without the possibility of relieving themselves.

One contestant DIED within hours. The family is suing. The company isn’t talking. In fact, it has consistently deflected all comment away from the home office to the Sacramento office. There is the possibility of US media regulator FCC review but that's as toothless as a 99 year old tiger.

Of course, Entercom fired all the DJs and local “managing agents.” Firing DJs for any reason tends to lift company share prices. Entercom last week announced payment of a stock dividend and its share price has appreciated since the beginning of February.

Like the UK media industry was consumed – for about a week – with charges of racism in a boiler-plate TV show, US radio people quickly decided to devour its young. It was, of course, the DJs fault.

“Cream rises until it sours.”
Laurence J. Peter. The Peter Principle 1969

A few, commenting to ftm privately, bemoaned the “cultural climate” at Entercom specifically – the company paid a $4.25 million payola fine in New York State – and the state of the US industry in general. The era of “Zoo Morning Shows” and “shock jocks” is ending, some said gleefully, which seems odd now that music-only radio channels are regularly laid to waste by iPods.

Is there career guidance in this for top media executives? Well, certainly: refrain from upsetting the British Prime Minister or the city of Boston and by all means avoid getting 40,000 complaints. Everything else is just OK. 

Parting note : Endemol founder and Big Brother creator John de Mol announced this week the opening of a US office to “get ideas.”

ftm Follow Up & Comments

Fire The DJs – Part 98.5 - March 17, 2007

Citing poor ratings (see latest RAJAR results) GCap Media is firing all 12 DJs at national digital channel Core, effective March 30, revealed March 16 (Friday).

London stock traders did not, however, reward GCap Media’s share price. Firing DJs usually brings media company’s a bonus. Not Friday; GCap Media’s share price tumbled throughout the day, eventually losing 3.36%. 

Earlier last week GCap Media’s marquee London station – once called Capital Radio then Capital FM then Capital Radio – rebranded once again as Capital 98.5 with a major television ad campaign. So far, DJs at Capital Whatever have not been fired.

Note: ftm’s unique metaphor  “Fire the DJs” explains the widely held strategy of publicly traded media companies of satisfying stock traders by ridding themselves of expensive, content-producing employees.