Station's Ratings
From 16 ratings
- Unorganized
- Negative/Toxic
- Open to Creative Control
- Educational
- Organized
- Positive/Fun
News Dirctors

Dan Firnbach
A mixed bag; decent person, horrible leader.
An Overall Toxic Work Environment
I worked for 9&10 News for two years, enjoyed what I did, but dreaded going to work every day. It wasn't until I completed my contract, left, and decompressed from my former employer, that I learned that 9&10's newsroom was an unsupportive, toxic environment, where you had to walk on eggshells or else you'd get in trouble for the tiniest things. I was so blinded by faux support from upper management and the current news director, Dan Firnbach, that I couldn't see the mental and emotional damage I was suffering. I worked with some amazing people, some of which became my closest allies that I trusted wholeheartedly. That was the only good part about the job, having that support from just a couple of people, but it was heartbreaking watching them run out the door because of company mis-management, and sad that you only had a couple of people to rely on for support when you should be getting support from everyone. When it comes to leadership, Dan Firnbach is a nice enough person, but he doesn't know how to run a newsroom. There were a lot of times where he would say one thing, and it would turn out to be the opposite. He would get angry or stressed out at times and would take it out on people, including myself, which isn't okay in any circumstance and isn't a quality I would see in a leader. I also watched the man get angry at a chair during the election last year, A CHAIR. He would also talk negatively about other employees behind their backs, again including myself, and really didn't seem to care about mental health. Overall, he was a nice enough person when he was in a good mood, but catch him on a bad day or stand up for yourself, and be prepared to be targeted or gaslighted. Moreover, in my role, I wore so many hats that I basically had four jobs and got paid peanuts compared to other people. I could say the same for a couple of my colleagues, who were piled on with so much to do that they were constantly stressed out. We also complained about the former Assistant News Director, Bill Froehlich, so much that the only choice 9&10 had was to "promote" Bill to Traverse City Bureau Chief just so we'd stop complaining. Bill, who is also a nice enough person, also didn't know what he was doing. He messed up schedules constantly, stuck his nose in places he shouldn't have been bothering with, and couldn't manage the newsroom properly. And don't get me started on Lake Effect Digital. From the mac and cheese bakeoffs, to the impromptu photo shoots and Marvel-esque knockoff promo, they can get away with whatever they want and face no consequences. The company overall? They're going downhill, and it's no wonder why people keep walking out the door. The new logo? A JOKE, and too reminiscent of University of Michigan. NanBop Farm? I appreciate the sentiment for the Iacobelli Family, but what NEWS STATION has a FARM? PLUS, a bar attached to the TC Bureau and an EVENT VENUE being built next to the station? It's a ploy for money, and at this point, they're better off just selling the big marble building and turning the company into an event company. I have seen too many good people get mistreated, overworked, burned out and underpaid at this company, and I would caution anyone who cares about their physical, psychological and emotional health to avoid working here. It's a good stepping stone station, if you can tolerate the high school clique-iness of some groups of people, but I wouldn't spend too much time here.
- Unorganized
- Negative/Toxic
Submitted: February 01, 2023

Producer Job details
Yearly salary
Contract1 year and 1 month
Paired with a photogN/A
Station market rank1

Dan Firnbach
Dan Firnbach has no spine and his 1 brain cell is controlled by upper management. Although this is fitting, as he weaseled his way into the job by gossiping about his former boss and getting him fired. Dan is very smug, despite his short temper and shortcomings. Once on an election night, he yelled at employees for laughing together then promptly left the building without saying a word just an hour before election results were being submitted.
An Overall Toxic Work Environment
PLEASE STAY AS FAR AWAY FROM THIS STATION AS POSSIBLE! I can promise you there are plenty of more worthy stations that will pay you and treat you better!!! It isn't JUST a revolving door for fresh grads, many people can't even make it through the duration of a 2 year contract. The veteran employees at 9&10 (the handful who remain) are a group of bullies, who were trained to target and isolate any struggling new hires for making mistakes or not being able to handle the immense workload. Anchors will talk down to new employees and laugh ON AIR at employees they think are falling short. There are exclusive parties and gatherings that not every employee is invited to attend. There is constant whispering, gossip and bullying in the newsroom; with a VERY obvious divide between who is 'in' with upper management and who is an outsider. Dan Firnbach is a part of this group and would often take part in gossiping about employees while the entire newsroom can hear. Dan Firnbach and HR Manager Leslie Nowlin have been heard gossiping about what employee's do in their free time and complaining about employee grievances. Even though they never actually do anything to address employee burnout and understaffing. Do not be deceived when they highlight being 'privately owned' as this just means they run as lean of an operation as possible, putting the most responsibility on the lowest paid employees while the owners concern themselves with funding outside projects like new bars/event spaces. Talented and hardworking employees have been directly ousted from this station or were so underpaid they were forced to leave anyway. 9&10 News Is Not A Stepping Stone, It Is A Sinking Ship. Do not let them exploit your skills and intent to do quality journalism — they don't have the time or resources for it!
They will try to hold employee's hostage in their contracts and say you must pay them to break your contract early. This is not true! You are allowed to quit, however you cannot work at any station in Flint, Lansing, Grand Rapids or Kalamazoo until the duration of your contract is over.
- Unorganized
- Negative/Toxic
Submitted: December 10, 2022

Photographer Job details
Yearly salary
Contract2 years
Paired with a photogN/A
Station market rank#1

Dan Firnbach
He is ok. Just lacks experience as a manager.
There are good people that work and care about the product at the station. But at the end of the day it’s best to just stay for a year or two so you can move on to something better. The station talks of retaining the best talented people but still are not willing to pay a person’s value and worth.
- Negative/Toxic
Submitted: July 25, 2022

Dan Firnbach
Overall good
An Overall Toxic Work Environment
I think it is silly that you have to select either sexual harassment, sexual discrimination, racial discrimination or an overall toxic environment. Leaving this section blank is not allowed and there is no option to select NA or something positive. Overall makes me think this site is just trying to throw mud where it doesn't belong.
It's funny that every time some one that doesn't do their job gets let go there is a new negative review with a bunch of lies. Is Dan perfect? Nope. Does he try? Yes. Anyone here will gladly work on a problem if they are aware of it.
Are the other employees supportive? As far as I have seen. I wonder if those that have issues ever say anything to the person or management? No one is maliciously mean that I have seen.
There are two people in HR. Perfect, nope. Do the best they can? I think so. Just sent out a benefit survey with over 20 benefit upgrades for our opinion. Don't know of many other companies looking at expanding benefits not to mention asking employees what they want. Some of the benefits options are pretty awesome. 100% employer paid healthcare, student loan reimbursement, more PTO, increased 401k match...
Saying the 'N' word or 'R' word? Affairs? Seriously? I thought we were in the business of facts and not made up gossip. Some people need to grow up.
- Open to Creative Control
Submitted: May 31, 2022

Producer Job details
Yearly salary
ContractOne year
Paired with a photogN/A
Station market rank#1

Dan Firnbach
Terrible. Extremely unprofessional and immature.
Sexual Discrimination, Sexual Harassment, An Overall Toxic Work Environment
Where do I even start? If you value your mental and physical health, don’t work here. This is the most unorganized, toxic work environment I’ve ever been in. First, let me start off by saying that there are a lot of wonderful people that work here. Most of them hate it just as much, and are solely there just for the grind (to get their experience and dip). When it comes to upper management and the anchors that have been there the longest, prepare to feel like you’re back in high school. They are *mostly* all bullies. All they do is put down the new people and talk badly about them behind their backs. They seem to forget that it’s market 120. I guess that’s why none of them have ever left. When it comes to Dan Firnbach, the ND, he has no idea what he’s doing. He’s extremely socially-awkward and is the total opposite of a leader. I’ve never had a more immature boss. He will constantly talk about newsroom employees in front of the entire newsroom to Bill Froehlich (Assistant ND) and the EP. Dan has even admitted to his newsroom employees that he doesn’t have any guts. He’s a puppet to upper management. He micro-manages and harps about communication, but doesn’t know how to communicate himself. Oh, and he’s also sexist. If you’re a man, you’re set. But if you’re a female, steer clear. If you plan on working there, don’t ever tell him your personal business, either. He’ll spread it around to other co-workers, so everyone knows. When it comes to Bill, I’ve never met anyone more incompetent. Honestly, I don’t understand how he hasn’t been fired. He has no idea what he’s doing. He gets schedules messed up weekly, can’t keep track of what stories are being published, and he’s extremely creepy towards woman. Oh, and HR. It’s one woman, Leslie Nowlin. Have you ever worked for a company that has ONE HR person? Not to mention she’s been heard saying the “N” and “R” word. I also have recordings of her and Dan talking extremely badly about co-workers. There’s also word that she’s having an affair with the COO, Josh Trust. They also have plans on adding an event venue and farm to the news station property…what a joke. Not to mention, the farmer makes $75K a year. Newsroom employees make peanuts. There’s also a big discrepancy in starting wages. Some get paid $27,000, others get paid $35,000. For the same job. Overall, if you want to learn the job of news, it’s a great stepping stone. However, you will be miserable for your duration of your time here, so be prepared. Lastly, don’t believe any of these positive reviews. They’ve all been written by Dan himself. Pathetic right?
Nope.
- Unorganized
- Negative/Toxic
Submitted: May 05, 2022

Dan Firnbach
Absolutely a pawn of management, no real power.
An Overall Toxic Work Environment
The entire environment is not toxic, (as in there are many wonderful employees that work here) but management and ownership certainly is. Gross understaffing, no investment in infrastructure (except perhaps the fancy new building), decades-old equipment, underpayment nearly across the board, and a strange, toxic dynamic between all the managers is just the tip of the iceberg. It's also very important to note that although, as mentioned above, every department is understaffed, and nearly every understaffed worker is working 2 or more jobs at once, they still have a pretty penny to output towards the owner and to aquire new businesses. To further underline the toxicity of 9&10- yes, it does hemorage employees. Constantly. It's a low wage stepping stone station that hires grads right out of college, treats them poorly, and then ponders angrily as to why they leave. The operations department is the same way, only able to hold onto a few core directors as most the high-schoolers they use to fill the other jobs get wise or tired pretty quickly and move on, or go off to college. It is constant turn around. Do not let the concernly fake reviews fool you. 9&10 is known for its turnaround. Just look at the ever shifting news anchors. Furthermore, producers have been pushed out. Multiple times. HR is like almost all HR departments and there to protect the company and only the company. The HR has a concerningly lax attitude towards what's allowed and what isn't, but for the most part you'll never interact them so that's something. Also, there's a concerning lack of Covid-19 protocol.
This place IS NOT all bad. It has wonderful people working in it and it has it moments of putting out good content (because of the workers). Until management gets its act together, this place will always be a subpar place to work.
- Negative/Toxic
Submitted: January 11, 2022



