As Terry Volkwyn prepares to vacate her chair at Primedia Broadcasting, she reflects on her successes and challenges and reveals what it takes to spot great radio talent.
There was speculation around her resignation as CEO. At this level in business the usual ‘was she pushed or did she resign and if so why?’ question did the rounds, fuelled by an unbalanced and incorrect front page article in Business Report suggesting that the sale of Primedia Group had spurred her into leaving.
This angered her as no approach for comment was made by the journalist. Volkwyn is known to be media shy and is slow to show anger; I suggest head office public relations could have handled it better.
Volkwyn denies that the sale of the group contributed to her decision; instead she cites wanting a life change. “I’ve had a great 14-year run and it was time to take stock.’’
With one of two daughters studying at Stellenbosch, she is contemplating ‘semigration’ to the Western Cape. She needs to rest and consider all her options while she sits out an unbelievably long six-month resignation period and subsequent hand-over to Omar Essack.
Reminiscing about the sale of Highveld in the 1990s, Volkwyn recalls the culture shock when the staid government controlled station was introduced to the entrepreneurially run and bottom line driven 702.
Volkwyn began her career at Primedia in an ad sales capacity at 702, at the time the only independently owned station in South Africa and under the wise guidance of Issie Kirsh. Her take-no-prisoners negotiation technique, coupled with ambition, unrelenting energy and tenacity saw her rise to the position of CEO. Her less publicised skill of spotting and nurturing talent has stood her in good stead.
She is proud of turning around the broadcaster when appointed CEO and equally pleased with transformation within the ranks. “We have real transformation, it’s been a journey everyone took on.’’
Reminiscing about the sale of Highveld in the 1990s, Volkwyn recalls the culture shock when the staid government controlled station was introduced to the entrepreneurially run and bottom line driven 702.
Back end integration, the launch of Eyewitness News (EWN), as well as the overhaul and successful turnaround at Cape Talk are highlights of her career. She is particularly pleased with the impact Lead SA has had. “It was way ahead of its time and other companies copied the idea. We were first though and I battled to get the concept passed by the board. We built it into a big brand with social impact,” she says.
Radio is tough, presenters work under public scrutiny, they need swagger and to be a little aggro
Volkwyn is passionate about brands, commenting often that Primedia Broadcasting sells brands not radio stations. This stance has meant the four stations box way above their weight due to strong brand relationships with media agencies, direct clients and listeners. “The psychology of brands fascinates me,’’ she says.
Equally interesting to her is an ability to spot raw radio talent. “Radio is tough, presenters work under public scrutiny, they need swagger and to be a little aggro. Talk hosts have to avoid predictability and for many it’s not a lifelong career,” Volkwyn reckons.
Managing creative, high profile staff, many with big egos, has its challenges. Her low moment that springs instantly to her mind is the resignation of 94.7 morning show host Jeremy Mansfield. It came out of the blue and media pundits predicted the station would take a hit thus under estimating her resilience and ability to turn things around quickly. The rest is history. In 2012 Primedia Broadcasting tipped the R1 billion turnover mark and 94.7’s revenue contributed a significant chunk of that.
Volkwyn has travelled and studied radio trends extensively and wishes that South Africa had the depth of US stations. “It’s often a bitter end for radio presenters in South Africa, that why I launched Prime Talent. Unfortunately everyone jumped on board and endorsements became common. It’s a game where fewer and bigger is better and we should probably take a relook at the model.’’
Her passion for radio dominates her thoughts and conversations. “It’s still the most effective way (for advertising) to reach people and radio will be around for a very long time.”
Volkwyn’s departure as CEO of Primedia Broadasting signifies the end of an exciting era for radio in our country. I hope she will remain a part of its future in one form or another.
Sandra Gordon is the publisher of The Media Online and The Media magazine.
