This Should Be A Line Item In Your Budget

It’s the start of radio conference season where stations all across America invest in their teams by sending them off to be inspired and entertained. Of course, there are several conferences to choose from: Country Radio Seminar this week, National Religious Broadcasters in March, the virtual All Access Audio Summit in April, or Christian Music Broadcasters Momentum Conference in June.

I’m a huge fan of attending a conference, but also have another idea for a line-item, an investment, that’s probably not in most radio station budgets.

PUT THIS IN YOUR BUDGET

When I was a newer PD, I requested a budget for a couple of short trips to visit radio stations that I admired. Why not learn from the best? Fortunately, I was either a good sales person or my boss found value in the idea…or both. Next, I had to convince the radio stations to let me in.

My first request was with Scott Valentine, who was then PD, at KCMS (Spirit 105.3)/Seattle. He graciously welcomed my visit and we agreed on a date. Having never been to Seattle I was amazed at the snow-covered Mount Ranier just off in the distance. The locals said that I had picked a great week to visit because it was sunny and the mountain was going to be “out all week.” Who knew that it didn’t rain every day in Seattle? Side note: standing on a downtown street corner while turning 360 degrees and seeing six, yes six, Starbucks stores was also impressive!

KCMS didn’t disappoint either. My time with Scott and MD Sarah Taylor was eye-opening. As I observed and asked questions hoping to uncover their best practices, they were so open, kind, and patient with me. We chatted about programming, sales, promotions, and music. It was like an 8-week college course packed into a day and a half.

HANDS-ON LEARNING

Some people learn by reading, listening, or watching. I’m the kind of person who learns best 1-on-1. Hands-on learning is just so powerful. I could never really properly thank Scott or the time spent with others during two more trips to K-LOVE and AIR1 where I learned about culture and how their team pastors cultivated relationships with listeners.

Whether they realized it or not each trip had moments where it felt like they handed me seeds that I took back and planted at my radio station. Those 3 trips helped me solidify my programming strategy and helped define how a healthy team would learn to interact with each other, listeners, clients, and donors.

HERE’S THE TAKEAWAY

Find a radio station or someone you admire. Pursue them. Visit them. Learn from them. Find a buddy in the industry. Trade ideas. Support each other. Be a mentor. Be mentored.

After spending 25+ years working in leadership, programming, and on the air at 95.5 The Fish in Cleveland, 104.9 the River in Columbus, and as Network PD at WayFM Todd launched a coaching and consulting business, Beyond615.com, on March 15, 2021. There he strives to help others build confidence so that they can connect with listeners on a deeper level. He also serves as the Contemporary Christian Format Editor at AllAccess.com. He and his family live in the (615) area code, aka the heart of the CCM industry.