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Winning At All Costs ... Is It Worth It?
June 27, 2017
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Business truths, alternative facts, in a bubble of denial, or hiding in the grey area of truth. I have just described the daily life of business people, politicians, clergy, radio, and every walk of life on this earth. A radio PD is a part of the vast machinery trying to get their job done and pay the bills.
What Is Sneaky?
I think the terms, "sneaky" and "a job well done" can easily collide in the quest for higher ratings and putting fresh dollars to the bottom line. I'm not sure what fair is, but I do know what isn't. Regardless of a PPM panel issue, diary placement, or an unusual alignment of the planets, a PD and his personalities are held accountable for the fate of a station. I would never tell anyone to cut corners to do well in this business, but I do understand some of the things that can happen along the way to achieving.
The Company Line & The Truth...
There have only been a handful of future programmers with whom I have shared the secrets to some of past programming success. Like all PDs, whenever I was asked, "What are the keys to a winning music station?" I always give the usual answer, "It's about playing perceived hit music, marketing the station, promotions, a good supporting air staff with one star, community involvement, and the proper alignment of the stars."
What I Left Out...
Being a sports and history buff, what has always stood out to me was winning at all costs regardless of how. Winning is an adrenalin high spurred on by occasional creative deception. I'm talking about the well thought-out executed plan to beat the competition.
PD George Washington...
There is a book written by Brian Kilmeade and Don Yeager, "George Washington's Secret Six." The book details the spy ring he used to save the country and win the American Revolution. Yes, this is the same George "I Cannot Tell A Lie" Washington who used every part of cunning and trickery to beat the British. George would have been one hell of a PD.
He figured the British had spies within his camp just like he had in theirs. The trick was keeping one step ahead and putting trust in those tested and proved worthy. Washington planted strategic information to protect his armies against counterintelligence. To win New York, he let the British find papers describing an attack on Manhattan.
The British fell for it and waited for the attack. Meanwhile, the French were able to move to a secure area safe from naval and ground attack. By planting information, he accomplished his main goal of getting the French in a strategic and safe place.
Master Politicians ... One Got Caught
Two of my favorite politicians were Lyndon Johnson and Richard Nixon. One of Johnson's sayings was, "I never trust a man unless I have his peck#r in my pocket." Then there was Richard Nixon, brilliant in many ways, but too paranoid in others. Watergate was about gathering information on the opposition to ensure victory. Unfortunately for Nixon, his spies got caught trying to get files out of the Democratic Party offices in the Watergate Hotel. I guess he didn't understand that George McGovern, his Democratic opponent, never stood a chance of winning. History showed both Johnson and Nixon were playing in a league of their own.
Overreach To Win ...
During my programming days, I admit to expanding the definition of field research. I once had interns who I encouraged to become interns at my competition after completing their time with me. These individuals would copy memos on promotions and all sorts of internal information. During my programming career, I was only able to do this a couple of times because it took young men and women who possessed certain qualities. The keys were someone who blended into the background, were loyal to me, wanted to learn radio, and had a knack of knowing what might prove to be important.
The Test...
I had a series of tests for new interns and if they passed my standards, I never hesitated to lure them into my scheme for getting the edge. The only two people I ever used are still in radio to this day; one is a PD and the other is a Promotions Director. Nope, I will not reveal their identities. I am loyal, too!
Don't Do It...
If someone did today what I did back then, it might be considered industrial espionage. So no, if you ask, I will not morally corrupt you with the details of something that could ruin your career. I will just say on behalf of all the experienced PDs with a flair for wining at all costs, it's not worth it. However, if you want my opinion on some theories you have pertaining to some non-mainstream programming strategies, I do know a few people you could talk to.
My advice: Do what you think is best and if it doesn't fit acceptable norms, it's your call, you're the one who has to live with yourself.
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