Editorial: “Utility”

KevinRobBy: Kevin Robinson
Robinson Media 

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.

NOT personality.

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.

Just like the power company, the sewer district, or the gas provider.

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?

Utility?

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 robinsonradio@aol.com.

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

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