I'm an ignoramus about "new media." There's pressure to take advantage of "something"--direct satellite, HD radio, cell-phones, Internet--but I don't know what it is, or how to begin. It's so abstract. Is our craft of "making radio" shifting in some fundamental way?

Also, I'm barely breaking even on radio work and scratching my head on how much time I should spend learning about how and where the entry points are to "new media." Is anybody making money on it? I hear about producers who are working on XM, Sirius, or who've landed some online deal and think: yeah, it's exposure, but does exposure lead to more work, more $$? Validation and all is great, but is it worth the time/effort/money?

Whom can I turn to?

Sincerely,
Hope Leslie Stimead

Dear Hope,

Let's start with visualization. Close your eyes, and count very slowly. Ten, nine, eight, seven...

You're in Munchkinland, standing at the start of a spiral rolling out into a long and winding yellow brick road. You've got red sparkly shoes and pigtails. Throngs of enchanting, strange people surround you, urging you on with singing, dancing, and achievement awards. At the end of the road, you're told, lies the bright Emerald City and answers to all of your questions. Toto's there, too.

It's true, Dorothy, er...uh...Hope, you're blown into a world with new players, wizards, and winding roads leading who-knows-where. With the corny metaphor, I'm trying to make the point that, to begin, you have to see yourself differently.

You're a radio producer, but you are also--a little guesswork here--a writer. You have unique fascinations and interests, and better-than-average ears. Throw in a dose of exceeding curiosity, which helps make you a savvy researcher. Now, putting one foot in front of the other...

If you haven't done it, get your butt over to PRX*. There's an AIR discount, and it's worth the investment just to practice uploading text and audio to the Internet, maybe experiment with formats. It's a very interactive group and a relatively risk-free way to mingle with novices and adventurers who are in your boat.

You're a writer and strong researcher. Take another look at the Internet and begin with the question: where's the money? Figure out which companies might have acquisitions budgets for content. After the tweak on whom you imagine yourself to be, chat live with my cousin, ask-a-librarian.org. After ten minutes of my own ministrations, I learned a bunch about the online greeting card business. Skills required are writing, audio production abilities, and a sense of humor. If I had more time on my hands, I'd look into GreetStreet.com. Get my drift?

As for satellite radio, dear Lula rang up Lee Abrams, chief programming officer at XM Satellite Radio. It went like this: "Hi Lee," I said. "You're interested in public radio? There are about 450 freelance producers who are clambering to get on board. What do you say?"

"We're definitely looking for content," said Mr. Abrams. "Send a demo and proposal to Kevin Staley in D.C. who heads up our information-talk programming. Mail is best, and follow-up on e-mail: Kevin.straley@xmradio.com."

XM channels are pretty full, but Abrams said a lot of programming is vulnerable (translated, "not very good"). The news-talk programming slate is wide-open with "no restrictions" on content or format, he said. As for money, every deal is different. The information channels carry advertising. Some have revenue sharing agreements, others straight cash deals. Bottom line, said Abrams, "There's opportunity."

Love,
Lula

*qualifier, Lula has no vested interest in the success or failure of PRX or XM.

If you want Lula to impart her wisdom in the next edition of AIRSPACE, e-mail her at: lula@airmedia.org.

Note: All correspondence is strictly confidential. Lula sends no personal replies. If you don't provide a nom de plume, Lula will make one up for you.