The Robinson Report – The True Threat

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

In February, you may have read THIS article on “The True Threat.”

No longer is it simply morning TV – or any other screen.

Nor is “The True Threat” far from The Connected Dashboard, Podcasting or Second Screening.


“The True Threat” is: Us.

Marketing blogger Seth Godin refers to this as Optimize vs. Maximize.

Although it goes against the current, Social Media is a focus grinder.

All of THAT – Facebook, Twitter, Instagram, Snap Chat (shiny new toys) – has taken focus off The Mother Ship.

If it weren’t for The Mother Ship, none of THAT would matter.

Optimizing – or Maximizing.

Optimizing time – for The Mother Ship.

Hyper-targeted content – time discipline – effective appointment scheduling.

When a brand stumbles, it’s usuallya  lack of focus.

Log your time this week – if you are focusing MORE on non-Mother Ship issues – you will lose.

THIS – points out parallels of other brands’ self-inflicted wounds:

Traditional media has rendered The Mother Ship – rudderless.

“Technology – is NOT the REAL disruptor.”

Focusing on the icing (digital) and not the cake (brand) for your customer.

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 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

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