Radio is Different – and Special

Far too often, I hear morning shows sweeping music. I can’t find out what time it is, what the weather forecast is, or even the artist of that oldies they’re playing whose name is right on the tip of my tongue. I can’t hear another human voice.

Far too often, I tune in just in time for a block of six minutes or more of poorly produced commercials for products that are of little interest to me.

Far too often, I hear radio stations talking about the next contest to win concert tickets (which almost nobody will enter and fewer will win), but without any artist interviews, information about the bands, features about their new music, how to connect with the band, videos to go see, etc.

Far too often, I hear on-air “talent” who have not prepared and don’t add to my knowledge or enjoyment.

I think it is far too convenient that this kind of radio also requires fewer staff, less talent coaching and a lot less work.

If this describes your station, don’t blame the ratings service, or iPods, or anything else, other yourself. Stop lying to yourself.

If this is a description of your station, then the truth is that you don’t want it that bad. You don’t want to care for it every day like a little baby. You don’t want to pay more money for better talent.

You don’t want to pay for research. And that may not be because of the cost. Part of it is that you then have an obligation to set your personal wants and beliefs aside, and respond to the listeners. And you’d rather do what you want.

You don’t want all the planning meetings, the post-action reviews, the arguments with strong-willed people.

On the other hand, if this is not a description of your station, but rather a description of your competitors… 2010 will be very rewarding.

We’re about to head into a new year. We all need to commit to being broadcasters, entertainers, informers, docents, advocates.

Please.

Leave mediocrity to the other stations.