By: Kevin Robinson
It rings inside – like it was yesterday.
As a young talent and just off a record ratings book, the ‘consultant’ came to visit and outlined that the big audience, during my show, was a product of – the music.
The explanation was classic – radio is like any other ‘utility.’
Listeners turn it on, expect it to be a service for a short time, and turn it off when they are through.
Through the years, even in the pre-consolidation world, this thought has been announced and endorsed at countless seminars and conventions.
Regrettably, it’s often become the self-filling prophecy – reflected by lifeless brands all over the country.
Media across our country is homogenized, syndicated, and voice-tracked, resulting in a benign, utilitarian state.
We continue to be in love with our digital assets – while not mastering consistent local, compelling content for our mother-ships.
You can craft recorded audio – even syndicated – with a local and compelling sound.
I challenge you to listen – actually HEAR – your brand for 20 minutes, today.
Does your station sound custom for your local market – and reflect what’s happened in the last 24 hours?
Or, do you find your product simply a background service for your listener?
You can choose – Utility.
Or choose to develop a compelling brand that makes the switch harder to flip.
Kevin Robinson is a record-setting and award-winning programmer. His brands consistently perform in the Top 3 of the target – often times as the list leader. In his 35 years of radio, he’s successfully programmed or consulted nearly every English language radio brand. Known largely as a trusted talent coach, he’s the only personality mentor who’s coached three different morning shows on three different stations in the same major market to the #1 position. His efforts have been recognized by Radio & Records, NAB’s Marconi, Radio Ink, and has coached CMA, ACM, and Marconi winning talent. Kevin lives in St. Louis with his wife of 30 years, Monica. Reach Kevin at (314) 882-2148 or [email protected].
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