Not Every Opportunity Has A Programming Solution

Think about the radio station you work at. Is the on-air product cluttered or flowing freely from every department’s most important weekly emergency? Would your listeners think it feels complicated or simple?

A long time ago at a radio station far, far away I began a quest by coining a phrase, a mantra of sorts, that I tried my very best to live by and pass on. Here it is.

“NOT EVERY OPPORTUNITY HAS A PROGRAMMING SOLUTION”

No matter what the market size that I was working in, this struggle of competing goals existed, a constant wrestling match. Sometimes it was healthy, and other times the amount of territory protection could’ve been made into a poster for culture dysfunction. So many voices had so many priorities that none of them were ever special because all of them fought for center stage on the air and on the website. Unfortunately, the listener loses in this scenario.

WHEN YOUR RADIO STATION FEELS LIKE A NASCAR CAR

Great leadership at the top of the organization chart and at the top of departments could easily fix this conundrum. Yet, budget goals, special favors and add-ons, and other pesky motivations often keep the cluttered merry-go-round spinning, negatively impacting the team culture too.

HE LOOKED AT ME LIKE I HAD A TURD ON MY FOREHEAD

Not that long ago I shared my “crazy, radical mantra” with my boss’ boss’ boss, “Not every opportunity has a programming solution.” I think I offended him. Bear with me.

Here are some real-life scenarios that have shaped that mantra.

PROBLEMS TO BE SOLVED WITH NON-PROGRAMMING SOLUTIONS

1. We need to raise more money by adding on-air fundraising days.
   
   Let’s invest into raising more money off of the air through major donors, online campaigns, grants, and other creative solutions.
2. We’re sold out so we need to add another stop set.
   
   If supply and demand is a “thing” maybe we should raise our rates and not punish the listener. Can we try that first?
3. You need to build CUME by doing xyz on the air.
   
   Have we properly marketed our station(s) to attract more people? How much is our annual marketing budget?

If you find yourself in a similar situation maybe this could help …a handy job description for Program Directors: “Be the curator and protector of the brand by using guardrails to lead the team toward a common goal.” Your team is watching, and your listeners need you.

Todd Stach is the Christian Format Editor at AllAccess.com as well as the Owner of a Consulting & Coaching service at beyond615.com where his goal is to help build confidence with clarity and creativity.