The Christian Radio Homepage

HisAir.Net
column archive

 

 

 

 

 

 

 

Brian Wright
Audience Development Group

Learn From History

 

 

 

                                
 

In broadcasting, reoccurring patterns of counterproductive activity continue to appear on the radio landscape. It seems like we are an industry that has difficulty learning from our mistakes and many times disregarding what our history has taught us. Imagine if todayís military leaders could turn back the hands of time and fight in WW2 and they made the same mistakes that happened the first time around or abandon the tactics and strategies that were successful. The results would be disastrous. Yet this seems to happen in radio very often. For example, in many music formats, every 3-5 years it seems, core artists start putting out inferior product plus a landslide of disposable artistry comes into the picture. These songs still find there way to the top of our play lists, but have a much lesser impact on the average radio user. A radio station not utilizing music testing can find themselves in a tough situation when this happens.

 

Many programmers find it difficult to follow a winning formula, simply because it isnít theirs. I can recall a new program director coming into a station when the ratings period was over but the results had yet to come in. This program director changed the entire direction of the programming only to find out that the station leaped from 5th to 1st skyrocketing in cume, TSL and share! The station has never recovered.

 

We continue to hope for the best without putting our best effort into the process. I know many personalities who have a hard time remembering the last time they sat down in a talent coaching session. This doesnít happen in many other professions.

 

Marketing is still viewed by many as a luxury and not a necessity. Stations that consistently market well, consistently win.

 

Leading by motivation is always better than intimidation in the long run, but many still can only intimidate. You can either MAKE people do things or you can make them WANT to do things. You choose. It requires more management skill to be a motivator but it works much better than being an intimidator.

 

Stabbing co-workers in the back has never been beneficial to anyone in the long run, yet this happens all the time in this industry. Those who shift the focus to others in a negative way usually have something to hide themselves.

 

As we approach the days ahead, letís do everything we can to avoid making the same mistakes over and over again. By doing this we will change the industry.

   


Brian is a 30 year radio veteran who has successfully served many companies over the years as Program Director, Operations Manger and VP of programming. After many years of success working for individual radio stations and clusters, Brian Joined one of the most trusted consulting firms in the country, Audience Development Group. For the last 15 years Wright has enjoyed building alliances with scores of stations in the US & Canada helping them grow in ratings and revenue. Contact Brian at brian@audiencedevelopmentgroup.com