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Do Common Things Uncommonly Good!
August 2, 2016
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"When you do the common things in life in an uncommon way, you will command the attention of the world."
- George Washington CarverThe common denominator between successful morning shows in any market, big or small, network or stand alone, comes down to one word; as described by the listener who finds themselves captivated -- Fun.
So when you've succeeded at bringing the fun to morning drive, losing your position to syndication, especially when you're one of the few in radio who finds success in the town you grew up in, is a huge blow to your self-esteem. But it's not nearly as devastating as being relegated to doing local traffic reports for the show that replaced you.
In 2010, Clear Channel's WWHT Hot 107.9 Syracuse, in a cost cutting move, removed local programming in AM drive to make room for Elvis Duran.
The local duo was forced to split and the guy was moved to voice-track the PM drive shift, while the gal made sure the people who couldn't drive very well didn't cause you to be late to work in the morning.
And just like that...POOOF!! Everything they had worked for, all the time in pursuing their hopes and dreams, was taken from them like a thief in the night.
North and South
Meanwhile, same year, 1300 miles south and a tad west in Mobile, Alabama, a morning duo with local roots was flying high in the ratings after only a year of working together.
The guy was living a dream, as the host of a thriving morning show in the city where his father grew up.
The gal, who had no radio experience a year earlier, showed raw talent, beating out hundreds who sent in videos to win the role of co-host, and once on-air, taking no time to win the hearts and confidence of listeners who were drawn to her spunk and authenticity.
But sometimes in life, even when the train is firmly on familiar track and running at full speed, it has no idea that the upcoming turn around the bend will have a different outcome; one that ends with railcars lying on their sides, and clothes, papers and parts strewn across the landscape.
I Think I Can, I Think I Can
And, just like that, the little engine that could; John and Johnna in the morning, found themselves not needing to wake up so early anymore.
"The secret to success is to do the common things uncommonly well."
- John D. RockefellerAs we learned from the duo in Syracuse, when you're down, looking like you're about to be out, a great way to show the world you aren't what you used to be, is to become a traffic reporter.
And that's what John Marty did, as he left Mobile, relocating to New Orleans, where the hunt for a gig came up empty... well, except for doing traffic reports for WWL-TV.
We Return To Regular Programming, Already In Progress
And Johnna, who only had a year in the Industry, returned to life as it was, before radio teased her into thinking it could have been something more.
And, now on the station she grew up on, in her hometown, she would hear daily the show that replaced her, when her success, according to Nielsen, said there was no reason to let her go.
And, as the first show that replaced them couldn't repeat the John and Johnna success, a second one came in to give it a go, and in spite of missing the same ratings mark, years ticked away.
Meanwhile, back in Syracuse, the duo of Marty and Shannon were so far from being a team at this point, that Shannon continued to do morning traffic for Elvis, while Clear Channel found an extra role for her, hosting mornings on sister station Y94, while continuing to do traffic, literally switching the control board from one station to the other, with seconds to spare to make sure travelers knew to steer clear of Erie Boulevard.
Setting Your Sights On New Passions
For Marty, voice tracking PM drive didn't fulfill the passion like serving up the fun in mornings did, so he sought out a new passion, and gave radio sales a try across the street at 93Q.
And when that didn't quite do it, he tried his hand at sales again, but no longer in our Industry.
"To do a common thing uncommonly well brings success."
- Henry J. HeinzMost morning radio shows that fail, do so because the team doesn't gel, and just as you can't fake the funk, a team that isn't in sync can't fake the fun; the active ingredient in generating positive energy that transcends the studio, reaching into the lives of your listeners.
Fun Is Not a Solid or Liquid, But it is a Gas!
Fun is not tangible. You can't hold it in your hand, but you can hold it in your heart. And radio, in its most powerful state, penetrates the soul of the end user.
Often, in cost cutting maneuvers, or when we fail to realize that "fun" is not as simple to execute as it could appear, we move people out of the way, who made it look so easy to do that we deemed them unnecessary and replaceable.
And, then in the end, we never reaped the results they got, simply by showing up and being.
As four years came and went, a long enough period of time to get a new president or get in tip top shape to win a gold medal, neither of these teams reassembled, further making it appear that their destiny was firmly made in 2010.
Past The Point Of Giving Up
But as 95X, WAQX, the Rock station in Syracuse began the hunt for a new morning show; somebody in charge remembered something about a certain duo that once graced the airwaves on a Rhythmic leaning Top 40. They were fun.
But how stupid would it be to take the risk and put them on a Rock station, playing to a completely different gender and audience?
I agree, asinine.
But they didn't ask me, and in 2014 somebody pulled the trigger on the dumb idea, and like Frosty The Snowman having that hat spring him back to life, Marty and Shannon, too, were given a second chance.
With all the differences that exist when you're targeting a male audience versus females, there's still one ingredient that attracts them all. FUN -- and Marty and Shannon took no time bringing that back to Syracuse.
Let's Go To The Tote Board
The results: Men 25-54 7th to 1st, and then, something no one was expecting. The female audience that never forgot Marty and Shannon began the migration for some of WAQX's healthiest female demos in history.
"Where do you see yourself in five years?" is a common question asked in the interview process for many jobs. As the calendar was now flipping to 2015, even John Marty and Johnna Farmer couldn't have seen this much time passing leading to anything good, but then, in the twinkle of an eye, someone remembered something about the two of them. They were fun.
And so it went, just like the crew in Syracuse, John and Johnna got a second chance, but for them it was on the same frequency, 97.5 WABD; a real homecoming.
The results: Top 5 12+, Top 3 18-34 and 25-54.
It's the most common reason people choose to listen to a specific morning show or team; and the ones who do that common thing uncommonly well are not forgotten, and in the end, no matter how long it takes, they're given a shot to succeed.
And because they are fun, they will, always.
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