How Far Are You Willing To Go To Win? …

Winning boils down to the goals in a particular situation. Being an “all things history buff,” I’ve always looked to industry, politics, and sports for radio programming inspiration. The keys to winning or doing well can be found in transferable knowledge from recognized leaders in history.

Where It Starts…
It starts with understanding your job. Radio programmers are a cog in the machinery of commercial radio trying to make a buck by convincing listeners to buy products in between the songs. How far are you willing to go for a win?

George Washington Would Have Been A Great PD ...
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 program director.

A Step Ahead ...
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 proven 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.

They Bought It ...
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.

If It Was Good Enough For Him ...
During my programming days, I admit to expanding the definition of field research. I once had my own version of George Washington’s "Black Ops" program. I would look for exceptional interns I could trust to follow directions. The goal was to find those with high IQ’s and open to becoming interns at opposing stations while they interned for me.

Duties & Those Who Qualified…
These individuals would pass copies of internal program department information to me. During my programming career, I was only able to find two people who met my criteria for this confidential work. Both wanted to learn radio, could be trusted, had the ability to blend into the background, and understood what might be important for counter-programming strategies.

Sneaky...
I think the terms, "sneaky" and "a job well done," can collide in the quest for higher ratings, more money to the bottom line, and bonuses. Regardless of PPM panel issues, diary placement, or an unusual alignment of the planets, a PD and his air 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.

You Need To Know…
Tricks alone won’t help you win but could give you an edge over competition. You owe it to yourself to know as much as possible about “learning the methodology of the methodology” to winning. And again, I’ll remind you that winning is based on what is considered a victory in your situation.

Knowing & Using Are Two Separate Things …
There are experienced programmers with a flair for winning under challenging circumstances. If you want to discuss some theories on non-traditional programming strategies, I know a few people you could talk to. You don’t have to use the information, but you should have the knowledge.