All posts by Kevin Robinson

The Robinson Report – 12 Notes

Editor’s Note: The views and opinions of this article do not necessarily reflect those of the MAB. Contact the MAB for information on the MAB’s official editorial policy.

Kevin Robinson

By: Kevin Robinson
Robinson Media

“Music is essentially 12 notes between any octave. It’s the same story told over and over. All any artist can offer the world is how they see those 12 notes.” –Bobby (Sam Elliot) in 2018’s A Star Is Born

The “score,” or audio, to a movie or video piece supersedes the quality of picture.

Read about that here.  View a brief demonstration here.

What you aurally consume and how that puzzle is pieced together is vital.

From hundreds of listening sessions, it’s clear that the vast majority of broadcasters pay little, if any, attention to how their brand can go from good to great.

You know it when you hear it: legendary brands like KFRC (San Francisco),  WLS (Chicago) and  KHJ (Los Angeles).

Programming magician Bill Drake produced his RKO network of brands with a “The Wall of Sound” in mind.

Mirroring Phil Spector’s “process,” Bill was in several of Spector’s Wall-Of-Sound sessions.

Read what legendary brand builder Lee Abrams has to say about it  here.

Market size matters not. Some of the very best “scored” stations are rooted in smaller markets.

For the most part, terrestrial radio allows automation to “score” their station.

The production pieces may have clarity, however air talent (even voice-tracker) can “sweeten” the pieces creating larger-than-life electricity.

Radio Friends, take the lull of the next few weeks and assess the sound of your brand.

Do music ID’s aid in the sparkle and momentum of your brand?

Are voice pieces written with imagination and produced to keep the audience engaged?

Is it tightly packaged with elements that bring real kinetic energy to your brand?

Most importantly: is it “scored” the way you hear it.

Think artist, not technician.

“All any artist can offer the world is how they see those 12 notes.”

Kevin Robinson is a record-setting and award-winning programmer. His brands consistently perform in the Top Three 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 he has coached CMA, ACM and Marconi winning talent.  He lives in Indiana with his wife of 33 years, Monica. Reach Kevin at (314) 882-2148 or [email protected].

The Robinson Report – The Fire Hose

Editor’s Note: The views and opinions of this article do not necessarily reflect those of the MAB. Contact the MAB for information on the MAB’s official editorial policy.

Kevin Robinson

By: Kevin Robinson

The Man Who Dares Waste One Hour Of Time Does Not Know The Value Of Time.—Charles Darwin

Who has the time?

Broadcasts – podcasts – bloggers – social media.

In the infancy of digital, media outlets required posts every day.

Start with the end-users’ time.

Let’s say you follow motivational speaker Darren Hardy.

And marketing genius Seth Godin.

And broadcast legend Fred Jacobs.

These brilliant minds blog every day requiring about 19 minutes of your time.

Perhaps more if you follow the ‘click through’ content.

Add your social – Facebook – Twitter – Snap Chat – Instagram – and more.

Which you check several times per day.

Also, those you may follow that publish periodically.

And that podcast you’re following?

Every day is like drinking from a digital fire hose.

If you’re a content provider (we all are  now) be purposeful about digital content.

All content.

If you have something to add, add it.

Time-wasters end up in the digital trash bin.

You will need purposeful intent – (does it add to their day?) – to ‘print’.

Anything less gets lost in the  fire hose.

Kevin Robinson is a record-setting and award-winning programmer. His brands consistently perform in the Top Three 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 he has coached CMA, ACM and Marconi winning talent.  He lives in Indiana with his wife of 33 years, Monica. Reach Kevin at (314) 882-2148 or [email protected].

The Robinson Report – Highlight Reel

Editor’s Note: The views and opinions of this article do not necessarily reflect those of the MAB. Contact the MAB for information on the MAB’s official editorial policy.

Kevin Robinson

By: Kevin Robinson

You’ve done it. We’ve all done it.

Guilty.

People will like you because of your social highlight reel.

The top line fodder you offer on social media – only the best selfies.

Or video blog.

Or Podcast.

Thing is – people want to have a connection.

Deeper.

You liked Robin Roberts as a morning television personality.

You fell in love with her – when she took you on her cancer journey.

Same with radio friend Jen Myers – and broadcast buddy Paul Cook.

On September 27th, you formed a deeper opinion of – these two.

Regardless of political persuasion.

You want to truly bind with an audience beyond being a media talent?

Let them see your beauty – and scars.

Your flaws – your family.

Sharing moments behind your curtain makes you more – like them.

You’ll race past being a ‘media talent’ and become – a human being.

Do this and watch the audience compassion – and loyalty – grow.

Kevin Robinson is a record-setting and award-winning programmer. His brands consistently perform in the Top Three 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 he has coached CMA, ACM and Marconi winning talent.  He lives in Indiana with his wife of 33 years, Monica. Reach Kevin at (314) 882-2148 or [email protected].

The Robinson Report – Relevancy Revisited (Pt. 3)

Editor’s Note: The views and opinions of this article do not necessarily reflect those of the MAB. Contact the MAB for information on the MAB’s official editorial policy.

Kevin Robinson

By: Kevin Robinson
Robinson Media

“Quality, relevant content can’t be spotted by an algorithm. You can’t subscribe to it. You need people – actual human beings – to create or curate it.”

Kristina Halvorson, Content Strategy for the Web

When you make a move – a big cross-country move – you’re certain to stumble over irrelevancy.

That’s exactly what happened to us here this year.

During our move – Back Home Again In Indiana – THIS TV …

… could not be given away. Who wants low-def?

And who needs FREE hours…

… with super-fast  dial up?

Media friends can count the number of lost relevancy here …

… and ONE of these jammed more often than the other …

… BOTH, at one time, vitally relevant to journalistic reporting.

It’s not things that create relevancy.

It’s people.

So, the shiny NEW toy “podcasting” was met here with a cynical eye.

Because most of them, MOST of them, suck.

The content and assembly is pedestrian at best.

The sonics are foul.

Most are TOO long.

Anticipation certainly rose with the dawn of  the Podcast Movement.

Brilliancy induced to this growing on-line and downloadable wave.

Radio Royalty like Buzz Knight, Dave Beasing and Caroline Beasley.

Talent that have guided great brands.

But now two different chapters are upon us.

The BIGS, those who build platforms and national formats, are buying in.

Big time.

The same who homogenized radio with plug and play solutions.

And  there’s a sea of what Fred Jacobs names PodFade

Under-invested Podcasters.

Both of which might taint the whole movement.

If you’re considering a Podcast, find a niche.

Stay relevant.

Shoot an email or call this way for a :45 second coaching template for newbie Podcast creators.

A 10-point ‘test’ to see if you’re fit for a robust and lasting offering.

Cobbled from the best practices from the best Podcasters.

There is no shelf life for Podcasts,  only bad ones.

People, not pyrotechnics, will raise its relevancy.

You.

Kevin Robinson is a record-setting and award-winning programmer. His brands consistently perform in the Top Three 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 he has coached CMA, ACM and Marconi winning talent.  He lives in Indiana with his wife of 32 years, Monica. Reach Kevin at (314) 882-2148 or [email protected].

The Robinson Report – Different

Editor’s Note: The views and opinions of this article do not necessarily reflect those of the MAB. Contact the MAB for information on the MAB’s official editorial policy.

Kevin Robinson

By: Kevin Robinson
Robinson Media

“The person who follows the crowd will usually go no further than the crowd. The person who walks alone is likely to find himself in places no one has ever seen before.” – Albert Einstein

Coffee – Starbucks vs. Dunkin Donuts.

Smartphone – iPhone vs. Android.

Religion – Protestant vs. Catholicism

None of the above is “better” than the other, only different.

The “better” is determined by the end user, not the designer.

The human brain has seven slots of short-term memory (give or take two slots) at any given time. As brand marketers, our job is to grab just ONE slot and then print it to long-term memory.

Often times, “professional copywriting” is tremendously “same” and not different. The result washes over the end user and never “prints” in the “seven slots.”

While re-watching the historic and elaborate Naptown Rock Radio Wars, it’s clear that WIBC against WIFE was about who was  different. When WNAP came to morally disrupt Indy radio history it was clearly different and messy – far from “better.”

So do something about it.

Listen, read or see the brand you shepherd.

Of course you think it’s better – you designed it.

But is it ‘different’ – from your competition.

Are there aural activators, unique talent and surprises that create “differentiators”?

Different  is the new “better.”

A word of caution: being “different” carries a heavy tax.

You’ll initially be on an island, alone.

And sometimes that’s what makes it “better.”

Kevin Robinson is a record-setting and award-winning programmer. His brands consistently perform in the Top Three 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 he has coached CMA, ACM and Marconi winning talent.  He lives in Indiana with his wife of 32 years, Monica. Reach Kevin at (314) 882-2148 or [email protected].

The Robinson Report – The Black Mirror

Editor’s Note: The views and opinions of this article do not necessarily reflect those of the MAB. Contact the MAB for information on the MAB’s official editorial policy.

Kevin Robinson

By: Kevin Robinson
Robinson Media

“I am not the only person who uses his computer mainly for the purpose of diddling with his computer.” –Dave Berry

The Black Mirror is a dark series – found on Netflix – which explores the danger of techno-paranoia and all things “computer.”

Spring 1989.

As a large market content creator in Phoenix, hours of the day where dedicated to generating research, program management, event scheduling and media staffing.

Utilizing an IBM 236 with 10 meg hard drive (!!), all critical issues – solved.

Research reports – employee memos – program management.

All behind the CRT.

Late one day, the boss stuck his head in my office and said…

“…You can’t create greatness staring at a computer screen…”

It was as right 29 years ago – as it is today.

Before Windows – before Internet – before iPhone.

We can all learn from those words – today.

Daily, we bunker down – waiting for the next big thing.

When – we need to be creating – the next big thing.

The tools we use remain simply another tool, not a content creator.

Intoxication our technology generates allow us to miss early great opportunities.

Why not – just one day a month, migrate away from our Black Mirror(s).

Free your mind from the noise of our business.

Justin Bieber (talent – discovered on You Tube) launched Carly Rae Jepson’s career – with a Tweet.

Model Kate Upton – discovered on You Tube – doing The Dougie at a Clippers game.

Comedian Bo Burnhan – practiced in his bedroom before posting his funny at age 16 – on social media.

The Olympians we’re watching – thousands of hours creating GREAT – before they make it to our screen.

So – go.

Now.

Leave.

Create your next – big thing.

Kevin Robinson will be speaking again this year at the Great Lakes Media Show (GLMS) March 6-7 here in Lansing.  For details, click here.

Kevin Robinson is a record-setting and award-winning programmer. His brands consistently perform in the Top Three 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 he has coached CMA, ACM and Marconi winning talent.  He lives in St. Louis with his wife of 30 years, Monica. Reach Kevin at (314) 882-2148 or [email protected].

The Robinson Report – Prep

Editor’s Note: The views and opinions of this article do not necessarily reflect those of the MAB. Contact the MAB for information on the MAB’s official editorial policy.

Kevin Robinson

By: Kevin Robinson
Robinson Media

“By failing to prepare, you are preparing to fail” -Benjamin Franklin

Everyone, everywhere needs to prep.

Executive ChefHockey PlayerFlorist.

If you’re a speaker,  you need an “Elevator Speech.”

Check out what coach and educator Fred Miller says about that here.

Sellers (and we all are):  Sandler Institute’s Jody Williamson has pre-call tips for you  here.

We’re often asked, “Does Robinson Media do a prep sheet for their clients?”

The answer:  No.

We recommend that when prep services are up for renewal, drop them.

Most of which are typically soaked with The Daily Horoscope, Today In History and The Impossible Question.

With our ‘Three in Three’ prep exercise we teach, you quickly learn you don’t need them.

Plus, when talent develops their own prep,  there’s emotional equity.

You literally can prep content in the time it takes to read this article.

Audiences are engaged by the stories, topics that emotionally resonate and the theater of your show.

Look to  the Internet, a local paper or simply by obsere the world around you.

Still think you need prep sheet? There’s plenty of free stuff out there.

If you can’t find it here, you probably don’t need it.

Just so you know: It took over 60 minutes to prep this article.

Uncomfortable about cutting the prep sheet lifeline?

I know a guy.

Kevin Robinson will be speaking again this year at the Great Lakes Media Show (GLMS) March 6-7 here in Lansing.  For details, click here.

Kevin Robinson is a record-setting and award-winning programmer. His brands consistently perform in the Top Three 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 he has coached CMA, ACM and Marconi winning talent.  He lives in St. Louis with his wife of 30 years, Monica. Reach Kevin at (314) 882-2148 or [email protected].

The Robinson Report – Perception

Editor’s Note: The views and opinions of this article do not necessarily reflect those of the MAB. Contact the MAB for information on the MAB’s official editorial policy.

Kevin Robinson

By: Kevin Robinson
Robinson Media

“Your perception will determine your reception” ― Bernard Kelvin Clive

Elwood, Indiana.

A small town filled with solid Americana Values tucked in the belly of The Hoosier State.

Also, home to the headquarters of The Red Gold brand.

Their executive facilities are housed in a former elementary school – with few waypoint markers to their gates.

When entering the building, there’s no buzzer – or passcode – for entry.

Inside this family-owned generational business, you’ll find a welcoming reception.

Offering warm coffee.

And a stroll through their museum.

Yes – museum.

After your tour and out of Elwood you’ll find another national – family owned brand.

Just make the short 22 minute trip west on IN 28 then south on IN 213.

You’ll run right into Beck’s Hybrids.

Enter Beck’s reception and you’re suddenly in a faith based bookstore.

With several choices in your flavor of coffee.

A short stroll across their Atlanta, Indiana campus – take their self-guided museum tour.

But not before you graze their swag-filled  Country Store.

In stark contrast, 8 minutes north of Atlanta is another national Ag brand.

Publicity traded and corporately owned with non-descript, almost barracks like, buildings.

Outfitted with cold, gray wired phones.

You’ll need to ID your party in a laminated book before being – ‘buzzed – in’.

Red Gold and Beck’s Hybrids offer this sort of hospitality because – it’s in their DNA.

This week, when you’re entering your reception arena, take stock of what is offered.

You’ve walked through it a hundred or perhaps a thousand times.

Does your reception resemble a Hard Rock Café or a bank lobby?

It’s the first portal to your clients.

Is YOUR DNA on display in your reception?

That determines – your perception.

Kevin Robinson is a record-setting and award-winning programmer. His brands consistently perform in the Top Three 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 he has coached CMA, ACM and Marconi winning talent. Kevin was a featured speaker at the 2017 Great Lakes Broadcasting Conference (GLBC) in Lansing.  He lives in St. Louis with his wife of 30 years, Monica. Reach Kevin at (314) 882-2148 or [email protected].

The Robinson Report – 2018

Editor’s Note: The views and opinions of this article do not necessarily reflect those of the MAB. Contact the MAB for information on the MAB’s official editorial policy.

KevinRobBy: Kevin Robinson
Robinson Media

Start small – start now. This is much better than, “start big, start later.” One advantage is that you don’t have to start perfect. You can merely start – Seth Godin

Great things comes from small change.

We often mark the New Year as a harbinger for change.

Developing a habit often comes from slowly inching  past a fear.

And that could change everything.

As 2018 is here, start small.

Over seventy Robinson Reports have been published – one at a time.

Work toward fitness.

Toward writing that screenplay.

Toward launching that side business.

One step – one day at a time.

Need motivation?

Download THIS Nike poster from 25 years ago:


Do something for a day – see what happens.

Put a bunch of those days together – watch the journey becoming real.

Then – the light at the end of the tunnel becomes brighter.

And doing so will change how the rest of the year plays out for you.

Kevin Robinson is a record-setting and award-winning programmer. His brands consistently perform in the Top Three 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 he has coached CMA, ACM and Marconi winning talent. Kevin was a featured speaker at the 2017 Great Lakes Broadcasting Conference (GLBC) in Lansing.  He lives in St. Louis with his wife of 30 years, Monica. Reach Kevin at (314) 882-2148 or [email protected].

The Robinson Report – The Interview

Editor’s Note: The views and opinions of this article do not necessarily reflect those of the MAB. Contact the MAB for information on the MAB’s official editorial policy.

KevinRobBy: Kevin Robinson
Robinson Media

“Don’t ever do an interview … make it a conversation.” That’s the advice Jack Paar gave to Dick Cavett.

It almost seems without effort. His execution is flawless.

And again this weekend.

To watch CBS Sunday Morning’s Steve Hartman interview REAL people, you’d think they were long lost friends.

Which is exactly his gift.

You might not know Jack Paar or Dick Cavett from a bucket of chicken.

Watch them work. And learn.

Even facing cantankerous John Lennon, Dick Cavett’s conversation with the famous ex-Beatle and his Yoko – made history.

It certainly was far from an interview but a clear, intimate look into their lives.

The art of the interview eludes most radio talent because we make it an interview, not a conversation.

We’re faced with diverse sets of “interviews” – local city officials, charity leaders along with regional and national stars.

First – do your homework.

Nothing tells the Listener you don’t know what you’re doing if you’re not in control of the answer – or can regain control if a fastball flies by you.

Second – put the interviewee at ease.

Perhaps a nugget of personal information not previously in the spotlight that lifts them up.

Finally – always record the conversation.

Or at least delay.

Imagine if  Diane Sawyer were ‘live’ with her conversations.

Messy, messy, messy.

Yet, we do it in broadcast – every day.

Cancel the interview. Book the conversation.

Kevin Robinson is a record-setting and award-winning programmer. His brands consistently perform in the Top Three 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 he has coached CMA, ACM and Marconi winning talent. Kevin was a featured speaker at the 2017 Great Lakes Broadcasting Conference (GLBC) in Lansing.  He lives in St. Louis with his wife of 30 years, Monica. Reach Kevin at (314) 882-2148 or [email protected].