-
There's Always Something New To Learn ...
July 2, 2019
Have an opinion? Add your comment below. -
Here's a new APD with several years in the business, but all at one station. Currently he trying to spread his wings at a new station and thinks his new boss does not understand the listeners.
APD: I have been here for five months and I do not think the PD is in touch with what is going on. I have made suggestions and he shoots them down. I have worked for some excellent people and what he is doing does not match with what I have learned. I'm also on the air in the afternoons and I talk to our listeners all the time
Coach: Is the station doing well in the target demos?
APD: The station is #2, 6+, and #2, 18-34.
Coach: It sounds like things are going well and you've landed a good job.
APD: Everyone knows what a great programmer I used to work for; he always said listen to your audience.
Coach: What were the ratings at the station you came from?
APD: The audience at my previous station was into us and it takes time and money for listeners to get what is going on. We were a Top 10 station.
Coach: Okay, it sounds to me as if the station you are at now knows its listeners, too. By the way, does the station you are with have a direct competitor?
APD: Yes, we do.
Coach: Then I am even more impressed.
APD: But I'm hearing from the streets that we aren't doing the right thing. I just think my ideas could improve some things and the PD seems to keep saying no or not now to me. I think we need to stay on top of things.
Coach: I hate that term "I'm hearing in the streets." So, how many people in the streets did you talk to? Did you include music streaming and social media as part of the streets? I suggest you study your PD and his approach. You new boss sounds interesting. You've only been there for five months. Do you guys have research?
APD: Yes, callout, audience studies, and he follows Mscore, too.
Coach: What do the other personalities think of the PD?
APD: I think the air personalities here are brainwashed. Some of them say he'll use ideas you give him when he thinks it's time. It is the same around the whole cluster. The people here move slowly.
Coach: I know you are anxious to make your mark but follow his lead and find out why he has had so much success in the market. He does things differently than your last PD, but it sounds like he has his finger on the pulse of the market.
APD: Honestly, I don't think he is paying attention to anyone but himself.
Coach: Has he told you to stop offering your opinion?
APD: No, but he always seems distracted when I talk to him.
Coach: Maybe that is one of his quirks. I suggest you listen to his words. I've known PDs and managers who talk a big game and get nothing done, and those that just get it done. Don't be distracted by the pageantry of presentation; focus on the message.
APD: Maybe I'm not explaining it right; we are not on top of the hits the way we should be.
Coach: How so?
APD: At my previous station, we played what was hot as quick as the streets picked up on something.
Coach: We're back to this again, comparing. You mentioned the station you came from ranked in the Top 10, specifically, where were you 12+ and 18-34?
APD: #7, 12+ -- #6, 18-34.
Coach: And your competitor's numbers?
APD: They were rated higher than us, but they bought their ratings with big money contests.
Coach: Have you ever worked anywhere else besides the previous station? And were you in a diary market?
APD: It was a smaller market, but I'm not sure what that has to do with anything. I started as an intern and worked there for eight years. I learned how to stay close to the listeners.
Coach: You are a product of what you've learned, but it sounds like this is the first time you've worked with an experienced PD and in a PPM market. I'm not dismissing your previous experience, but you need to pay attention to the new things you're being exposed to.
APD: But what about the feel of the people? All this PD talks about is research, chasing the meters, but I don't hear anything from him about the streets. I think we are lucky to have the ratings we do; I think our competitor sounds better.
Coach: It sounds like your PD factors in a lot of things and you are not hearing what he is saying. Besides, metrics don't lie, your stations ratings sound solid. I know you are anxious to program, but you need to realize this is a great opportunity to add to your knowledge base.
APD: You sound sold on this PD.
Coach: On paper he's successful rating-wise and that's what I go by. Do you know how many years has he programmed and how long has he been with that station?
APD: When I interviewed for this job, he mentioned he has programmed here for six years and been in the business for 18. Oh, and he has done mornings, afternoons and nights before. He programmed for three other stations before coming to this one. He is not on the air here.
Coach: He sounds like he knows his stuff. He would not have hired you if he did not see something in you. Does he seem annoyed when you give him ideas?
APD: I can't read him, but he does always finish with, "Is there anything else?"
Coach: He is giving you an opening to ask to follow-up questions. Do it and you'll get a better understanding of his philosophies and the game plan for the station. I know you learned things from where you came from, but this is a time to add on to your radio IQ. Open your mind and stop comparing your old station with this one.
Conclusion:
It's okay to compare bosses but every boss is not the same. For example, I once worked for an OM who hated to hold staff meetings and handed out detailed memos instead. I didn't understand, but I learned there was a different way to communicate to a group without sitting together in a room. Radio is no different than other jobs; you will come across many bosses, co-workers, and clients with a variety of leadership styles. Listen to the message.
-
-