Throughout the history of radio the great radio stations produced great shows from outstanding personalities over long spans of time. It’s seems to me, and many others, that these types of stations are simply going away. Oh, yes, you will get a new jukebox format station pop for a while, but without any longevity.
Many radio stations spend more time washing their station vehicles than developing talent. At the last few radio seminars I talked with dozens of radio personalities and most of them had not had a coaching session in the last 6-8 months. There wasn’t one of them that had any regularly scheduled coaching times. Most of them hated aircheck sessions and for good reason based on what they told me. Each one who did have some form of critique described it as a “what I did wrong” session filled with generalities with no recommendations on what steps to take to improve. The proclamation, “you need to pick up your game” without specific instructions on how to do so is meaningless and actually does more harm than good.
If you are not coaching your talent on a regular basis, [every other week], you will not be great. Remember, words of advice and encouragement on how to create emotional bonds with your listeners always works. Start there.
More and more media sources will continue to preempt your music product, so your talent has to be at their best and they must interact with their audience emotionally to succeed.
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 [email protected]