Listeners Are People, Not Research Data...

There are no new ideas, just new ways to get them done. The forefathers of contemporary music radio could never have imagined all the changes in an industry that was once just an inexpensive way to sell advertising.

Some Make It Look Easy...
I think those who have a better handle on what's going on around them are the best at repurposing old ideas, and connecting the dots between life and radio. It’s about taking "what was" and turning it into something relatable to the listening audience.

Connection…
The buzz words these days are "be authentic." When I hear that, it says to me to figure out how to make the consumer's experience enjoyable regardless of the audio medium or social platform they use to connect with your brand. This includes the original communicator, radio.

We All Need A Break...
There's a difference between being a music service and connecting to your listener on an emotional level with a recipe for escapism; a tablespoon of music, a pinch of information and entertainment, and a dash of "theater of the mind." I think it’s radio's job to accessorize the musical journey. Escapism is an important part of giving our minds a rest, even if it’s only briefly.

Pay Attention To People...
Try and make sure you are relatable to your audience. Get outside of your "bubble" and communicate with as many non-radio people as possible. Do it online, at the barber or beauty shop, the grocery store, etc. If you have a family or are dating, make friends with the kids in the family and listen to what they talk about. Stay connected to the real world.

Harder Than Ever...
Having a smaller staff isn't an excuse for not putting out a quality product. It’s more challenging and calls for you to be more creative, but at the end of the day the goal is still the same: To get more people to listen to your station. And I include in that equation all the platforms your station uses to reach your listeners.

Serve It Up...
For music radio, it's about the music and how it's served up to the listener. I know commercial radio is about advertising, but I have never heard of anyone wanting to listen to a station for the commercials. Programmers and air personalities must find ways to keep radio and all its platforms a part of people's lives.

It's All Radio...
Someone recently said to me that they thought radio was yesterday’s news. I countered with "It's an evolving platform. Everything is radio and that includes all audio media. The same skill is required for all. Radio is an inexact science that’s a combination of art, showmanship, and business.