Listen to the inaugural “Radio Stuff” podcast with Deb Slater (@deb_slater and www.debslater.com) and me. This first podcast we listen to how different radio sources treated the Cleveland story about the three women found after years in captivity; WTAM, Fox News Radio, NPR, Rush Limbuagh, BBC, and Radio Australia. We also talk about Paula White who got drunk before her final Friday night shift at BBC Radio Stoke. We listen to News Talk 980 CJME (Regina, Canada) and host John Himpe’s thoughts on a would-be seriel killer allowed to watch Dexter. We listen to radio station imaging from 100.3 The Sound in LA and 99.3 The Vine in Wine Country. We talked to XL 1010 Jacksonville’s Chad Scott about a new sports radio chat on twitter #srchat, and we debate the decency of a Fresh N Easy commercial. There’s a lot here! Enjoy. Let us know what you like, what you want more of, and what you could do without. And please send contributions, tips, audio, insights to both of us at email@example.com
Luke Burbank‘s podcast titled “TBTL” was named, because he thought his night-time radio show on 97.3 KIRO FM was “Too Beautiful To Live.” He was right. The show was cancelled after 395 shows, but the podcast persists and is thriving after over 1,000 episodes.
Last year, in 2011, TBTL was downloaded 24,085,650 times. He currently averages about 2,000,000 downloads per month. I sat down with Luke for about an hour and talked to him about the show. Even he can’t believe the success of the show.
Full disclosure: Luke is one-half of the Ross & Burbank Show on 97.3 KIRO FM, which as Program Director, I oversee.
Luke is a radio veteran with an impressive resume including producing, reporting and hosting NPR shows like “Wait, Wait, Don’t Tell Me,” “All Things Considered,” “Morning Edition,” and has reported for This American Life in addition to his employment at 97.3 KIRO FM. Transitioning from traditional radio to podcasting, Luke quickly shed the formatics and realized even the worst segments could be fodder for days, where in terrestrial radio he doesn’t feel that freedom.
What is it about TBTL that makes it work? work. Luke treats it like a “real thing.” His producer gets a real salary, they invested in broadcast quality equipment, they do show prep and produce the show consistently at that the same time.
Luke’s success isn’t without some direction. He got some early advice from Adam Corrolla. You’ll find Luke appearing on other people’s podcasts, he is a panelist on NPR’s Wait, Wait Don’t Tell Me, and he recently did a commentary on CBS Sunday Morning.
One lesson Luke learned along the way is that the more obstacles you put between your content and your listener, the less they will listen.
So, after all of this you still want to start or continue your podcast? Cool. Here are the parting words of wisdom from Luke.
If you are going to launch a new podcast, be a narrow-caster. For instance, Luke says, “If someone did a podcast about just Marshawn Lynch‘s teeth, I would listen to that.” The more specific your podcast the better. Serve your niche and serve it better than anyone else.
You can watch the full interview here…
For the better part of 10 years, I’ve had the privilege of working with big voice guy Jim Cutler (ESPN Radio Network, E!, Jimmy Kimmel Live, The CW, and gobs of radio and TV stations across the country including 97.3 KIRO FM and 710 ESPN Seattle). Jim and his awesome wife Dawn are on vacation and stopped by the Bonneville Seattle studios yesterday. If Jim wasn’t blessed with a big voice and the talent to use it, he’d likely be a professional photographer. He takes his Nikon everywhere he goes. Last night he brought it to the Mariners v. A’s game and has posted photos on his blog…
Here he is taking some of the pictures…
In a previous blog I interviewed Jim about how what he has learned from photography relates to radio. It’s worth a read if you missed it before…
The other thing that struck me after meeting with Jim and Dawn yesterday is a great reminder that the more often you can work with and talk with people in this industry whose opinions and talents you trust, respect and challenge your own complacency – do it.
Talk show hosts, news anchors, editors, producers, production staff, and programmers need to always know and remember who is consuming the content they are creating. What is your target demo? What news, events, and entertainment were influential and formative in their lives?
If you focus your programming towards a 40-year-old woman or man remember that they were 18 in 1989. That was the same year George Bush Sr. became President, Ted Bundy was executed in Florida, and the Exxon-Valdez spilled 240,000 barrels of oil in Alaska’s Prince William Sound. That was the year Microsoft released its first version of “Office” and Fox debuted a little cartoon show called “The Simpsons.” At the movies, When Harry Met Sally was released along with Back to the Future II, Driving Miss Daisy, Parenthood, and The Little Mermaid. On the radio, these high school seniors were listening to Bobby Brown‘s “My Prerogative,” Paul Abdul’s “Straight Up,” Mike and the Mechanics “The Living Years,” and Madonna’s “Like a Prayer.”
Yet, listen to some news-talk and music radio stations trying to cater to these listeners and the references are still off. I still hear mentions of the Mary Tyler Moore, The Odd Couple and Abbott & Costello. Mary Tyler Moore’s Show was off the air in 1977. It was formative for women who are now in their late 50′s and early 60′s. The Odd Couple came out in 1968. Which means you’re targeting a 61-year-old. Bud Abbott was born in 1897. 114 years ago. Hello radio, it’s time for everyone to update our reference points.
Try this exercise. Let me know how it goes.
Sometimes you have to ask for what you want.
Sometimes you have to ask what your employees CAN do.
Sometimes you have to ask what your boss expects from you.
Sometimes you have to ask how to be better.
Sometimes you have to ask permission.
Sometimes you have to ask for forgiveness.
Sometimes you have to ask how you can improve.
Sometimes you have to ask how to do it differently.
Sometimes you have to ask for help.
Sometimes you have to ask, “How can I help?”
Sometimes you have to ask, “What’s missing?”
Sometimes you have to ask a stranger for a favor.
Sometimes you have to ask someone their name.
Sometimes you have to ask, “What do you do?”
Sometimes you have to ask for feedback.
Sometimes you have to ask, “What’s next?”
Sometimes you have to ask, “Is this the best way?”
Sometimes you have to ask for someone’s attention.
Sometimes you have to ask, “What if…”
Sometimes you to ask. And that’s okay.
I’m an unabashed fan of Seth Godin’s books. Some have been very formative in how I go about my life and business and some just made me tilt my head a little as the light flickered on in my head with a new awareness and understanding. His latest book, “Poke the Box,” is an example of how great things come in small packages. It’s a quick read with no chapters per se, just example after example of why you should stop making excuses, whining, contemplating failure and just start doing. He makes a strong case that businesses should have a person dedicated to “starting things” and reward those who fail. The theory is if you’re failing, you’re doing something.
In one example, Godin points at Starbucks. It started at Pike’s Place Market in Seattle as a coffee bean and tea leaf shop. You couldn’t buy a cup of coffee. That wasn’t in the business plan. When Howard Schultz took a trip to Italy and watched the barista make his espresso like an artist on a stage, he knew he was on to something. He brought the idea of baristas and cappuccino to Starbuck’s and they weren’t interested. Schultz’ idea ultimately prevailed, but without starting something and “failing” (selling beans and leafs), Starbucks may have never had happened.
Fail. The more you fail the closer you are to succeeding. Try something. Ship it to market. Get feedback. Tweak it or trash it, make something new and ship again. Repeat. And this is even more important for companies and individuals who have already found some success.
Poke the box. See what works. Be an instigator. Be unconventional. Challenge the status quo. Stir the pot. Stop collecting good ideas and start implementing them.
“A diamond is a chunk of coal
that made good under pressure.”
Every day whether you are a producer, a talent, a board op, recording a podcast, or editing audio – ask yourself these important questions…
1. Is this the best we’ve got?
2. Would I listen to this?
3. Is this relevant?
4. Are we playing the hits?
5. Is there a better, different, more impactful way to do this?
6. Does this live up to the Mission and Brand of my company?
If the answer is, “no” – what are you doing to change it, make it better, evolve it, and own it?
“It’s the little details that are vital.
Little things make big things happen.”
When I come across smart, successful people have can contribute to our conversation, I enjoy passing along their thoughts. Radio consultant Valerie Geller wrote the book “Principles of Creating Powerful Radio.” Her principles are worth reviewing…
· Tell the truth.
· Make it matter.
· Never be boring.
· Speak visually, in terms listeners can picture.
· Start with your best material.
· Story tell powerfully.
· Listen to your station but also check out other media – know what’s out there and what the audience is listening to and how they get their information and entertainment!
· Ask: Why would someone want to listen to this?
· Talk to the individual. Use “You.”
· Do engaging transitions & handoffs.
· Promote, brag about your stuff (and other people’s stuff!)
· Stay curious, relax, and allow the humor to happen.
· Be who you are on the radio.
· Take risks, dare to be great.
I love those principles. Use these as a guideline as you go about your daily tasks. Every day, whether it’s the NFL Playoffs or the dog days of summer, make certain you are passionate, relevant, interesting, engaging, curious, entertaining, informative, impactful, telling stories, teasing, taking risks, being creative, driving for results, doing everything it takes to make remarkable radio, acting with urgency, thinking differently and having fun. These are the things that separate good from great.