Rich or Famous?

Lots of us would probably answer "both". If you're interested in being syndicated, that's an important question. We've already established that only a very small number of broadcasters make it into the stratosphere of syndication. That doesn't mean you should give up on your dreams, which brings me to the question: Rich or Famous?

A number of years ago I helped launch a medical vignette program that was hosted by a holistic physician. When he approached me about the project, I told him the truth: The syndication business can be financially and professionally very rewarding; and it can also be very competitive and difficult.

His answer to me was that he wasn't in it for the money. His hospital was willing to invest in the costs of the project in order to forward his name--and theirs by extension--and help beef up the physician's C.V. (that's doctor talk for "make his resume look better). They felt that the syndicated radio route was unique enough and interesting enough that it would help the doctor stand out among his peers. We distributed his show for quite some time to a small number of stations, but both the doctor and his hospital were pleased with the outcome and the positive impact that it had on the reputation of both. He didn't get rich, and he's not famous in the sense of his becoming a household word, but he did accomplish his goals.

For most who are interested in being syndicated, it's all about being BOTH rich and famous. Syndication is a good business and even if you never make it to the very top, there's lots of money to be made. Sometimes, though, there's even a win in small-scale syndication.