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The world’s largest broadcaster, iHeartMedia, has laid off a new round of workers in recent days as the debt-ridden radio industry continues to shrink during the music streaming era. “Right now it seems like the business model they’ve had for the last few years, which is having one person do the jobs of 40 people, is the direction things are going,” says Nick Jordaanan assistant program director for Raleigh, N.C., country station WNCB until he lost his iHeart job Monday (Nov. 4). “But we did a good job, as long as we could, by keeping everything local and community-oriented.”



A representative for iHeart, which owns 860 stations in 160 U.S. markets and advertises “there’s a local iHeartRadio station just about everywhere,” would not specify the number of recent layoffs, following a wave of job losses in March and others since the pandemic. Radio news channels such as Radio and music professionals and Barrett Media this week listed more than a dozen names laid off, including morning show hosts, promotions and programming executives and regional directors of major cities. Jordan said he was watching a video Monday morning of Bill Squire, an iHeart colleague who lost his job in Cleveland, when “one of the big bosses” walked into his own station to deliver the news.



“S-happens,” says Jordan, 31, a nine-year industry veteran. “It’s part of the radio business.”



Although the number of radio listeners has decreased, according to some studiesthe sector remains resilient and will attract 82% of adult Americans by 2022. And while major labels like Universal and Atlantic have laid off radio promotion staff accordingly in the past year, the medium is still important for breaking hits, especially in the country industry. and other genres.



According to Wendy GoudbergAccording to an iHeart spokesperson, “very few jobs” have been affected at the 10,000-employee company. She refutes data that points to a decline in viewing consumption.



“Our radio audience has more listeners than 10 years ago,” she says, citing a Nielsen survey that shows a slight increase in younger listeners in the third quarter of this year. She adds that iHeart “remains the No. 1 podcast publisher, bigger than the next two combined, and we are five times the size of the next largest digital radio service.”



“We were able to achieve this by modernizing the company and increasing our use of technology,” Goldberg said in a statement. “These changes are another step in that journey.”



Squire, a stand-up comedian who has co-hosted The Alan Cox Show on Cleveland rock station WMMR since 2013, received the news of his firing by phone Monday morning. “They assured me it wasn’t performance-based: ‘There are big cuts in the company and there’s nothing they can do,’” he recalls.



Squire, who plans to return as a touring comic to promote his album We’re Getting Famous, says the radio business is “cutting costs wherever they can.” While Jordan is hopeful, “the pendulum will swing back a little bit,” Squire says of media cuts: “You see it on the radio, you see it on TV, a lot of Hollywood is bankrupt right now. The entertainment field has changed so quickly with the Internet, YouTube and podcasts that traditional media is trying to catch up and figure out how to adapt.”



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