I am a pretty positive guy. But, put me in a room full of legacy (old-time) radio vets and it’s easy to get caught up in a cyclone of negativity when it comes to the future of radio. That’s why it’s so important to look outside yourself, your radio station, your format, and sometimes your industry to find out what CAN be done and how you can make a difference.
Tim Sanders (twitter: @sanderssays) is the former Chief Solutions Officer of Yahoo! and author of “Today We Are Rich.” Last month, he spoke to a group of radio folk at the Talk Media Conference in Dallas.
He was just the shot of ‘get-off-your-butt-and-do-something’ that I needed. I believe most leaders in radio needs to listen to more guys like Sanders who offer inspiration, preach innovation, and provide motivation. In his opening address to leaders of talk radio Tim affirmed what we all know, “the reality is there’s a lot of trouble (in radio).” But, he didn’t wallow in it, like many of us like to do. He pointed to Napoleon who defined a leader as someone who, “defines reality and then gives hope.” Hope is what has been missing from most of the discussions I’ve been privy to in regards to the future of radio. I’m going to try harder to be a provider of it.
Sanders insisted that the time is now for all of us to get busy. (my interpretation; stop talking about how bad things are going to be and how antiquated radio is — and start doing something about it).
Sanders is a real positive force. His advice assembled below for easy consumption is valuable if you’re a programmer, a talent, a producer, an account executive, sales manager, front desk receptionist, engineer or other…
Feed Your Mind With Good Stuff and Get Rid of the Poison in Your Life
1. Understand that “success” is not a destination, it’s a mind-set — an attitude.
2. Feed your mind with success experiences (the great interview you did, the sale you closed, the great story you broke, etc.)
3. Read your fan mail. Save it and pull it out in high-stress moments to remind yourself of your successes and how what you do does make a difference.
4. Move the conversation forward. This is how you change culture. Culture is just a conversation about how things are done. Stop asking people, “how’s it going?” and start asking, “what are you excited about?”
5. Don’t reward fire starters.
6. Be conscious that you have thee invisible things to give — and they grow as you go; knowledge, network, and compassion.
- Share your knowledge; you will not get dumb helping to make people smarter.
- Activate your network; you spent a lot of time meeting people and making an impression — now what are you going to do with it? Are their people in your network that should know each other? Introduce them.
- And be compassionate. Sanders reminds us that feelings are facts to the person who is feeling.
So,…what are you excited about?
Focus. That’s how you get things done — including ratings. In this world of “I want what I want when I want it wherever I am” – it’s important you think about what you do and why you do it.
Do you know what your show is about? Not only specifically today’s show, but the show in general. What’s it about? What’s the listener benefit? How do listener’s use your show? Are you meeting their expectation every time you crack the mic?
Do you know who you are? What’s your personality? Go ahead, describe you in a sentence. Do you want to hang out with you? Are you unique, authentic, original? Do you fill a hole on the station, in the market? What should people expect when they tune into you? Do you fulfill that expectation?
Do you know what you’re talking about? Do you know why you’re talking about it? Do you know why you like this story? What attracted you to it? What are you going to do with it? What’s your point? What’s the payoff? What’s the listener benefit?
It’s not only about who’s talking and what you talk about, but how you talk about it and how it exceeds the listener expectation. Radio is fun, but it’s not only fun – it’s a business. One way to better ratings is to focus your show, focus your topics, and focus your personality.
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.
I watched a TED Video this week on the origins of pleasure. Psychologist Paul Bloom argues that our beliefs about the history of an object changes how we experience it, not simply as an illusion, but as a deep feature of what pleasure (and pain) is. Which explains, in part, why some “heritage” radio stations and hosts across the country continue to get great ratings, despite the poor programming. People love (take great pleasure in) the idea of listening to the station that their Mom or Dad or grandparents listened to. It’s a connection to a simpler time, your childhood, and a shared experience with your parents/grandparents.
It also makes me believe that it’s important that each personality and radio station needs to have a story. Seth Godin coincidentally touched on this same idea this week with his blog post “Just a myth.” Godin concludes his blog by encouraging brands (which could be a personality, a show or a station) to create their own mythology (or story.)
So, if I were trying to invent a mythic brand, I’d want to be sure that there was a story, not just a product or a pile of facts. That story would promise (and deliver) an heroic outcome. And there needs to be growth and mystery as well, so the user can fill in her own blanks. Endorsement by a respected ruler or priest helps as well.
The key word, I think, is spiritual. Mythological brands make a spiritual connection with the user, delivering something that we can’t find on our own… or, at the very least, giving us a slate we can use to write our own spirituality on.
The most successful in broadcasting have these mythologies or stories that help define their brand; Oprah, Rush, and Howard Stern all have overcome great adversity to find success (triumph over tragedy.)
So, it begs the question. What’s your story? Start at the beginning and remember how your personality, show or station went from being a germ of idea to transforming into what it is today. What did you overcome? How are you spiritually serving your fans? If you’re a super hero – what’s are your special powers?
Taking the time to write your story / myth is an investment into being a something people listen to and being something people live for, experience and claim as their own.
Arbitron released a study recently on the key indicators of highly rated PPM stations. They surveyed stations in 48 markets and most every format. The gist is that the dominate #1 stations in PPM have a high DAILY CUME and a high number of LISTENING OCCASIONS (getting people to listen more often is more important than listening longer). So, yes you need more listeners to listen more often in order to be #1. I’ve read some blogs who’ve dismissed this as far from enlightening. Bully for them.
As a programmer it gives me more of a focus to dig deeper. (I’ve changed days of week and actual numbers for competitive purposes). My GM and I decided to look at these key indicators closely. We took a 6-month look at each day of the week to see where we are performing the best and worst (based on DAILY CUME for listeners who spend 1:00+ daily with the station). It opened our eyes to new opportunities. We knew our weekends were vulnerable, but we didn’t have a clear sense of how negatively it impacted the DAILY CUME on Monday. It takes a while to get those listeners to come back after we push them out the door on Friday.
We also looked at LISTENING OCCASIONS. We have a relatively high daily occasion count (about 7), but a lower weekly occasions number (about 21). That means when our P1s decide to listen to the station, they are listening and coming back throughout the day. The opportunity is we only get our core listeners about 3 of 7 days per week on average.
So now we have a better sense of what needs done. We need to convert more of P2, P3, and P4 listeners into P1 listeners by giving them a reason to come back more and more often each day of the week. And encourage our current P1s to spend more days per week with us. It involves appointment listening opportunities throughout each day (coming up today at 4:37…) and appointment listening day-to-day (coming up tomorrow at this time…). It also involves creating a relationship with these fans through facebook, twitter, and email blasts. I want all my core listeners thinking about the radio station, when they’re not even listening to the radio station. (That’s a blog entry for another day.)
This research and exercise is a great reminder for me that each minute, each hour, each day, each week is an opportunity to grow ratings. Everything we do – every topic we choose, every promo we air, every news cast, every e-blast, tweet and facebook post matters and can make a difference.
Nearly everyday I get a request from somebody for “feedback.” Sometimes it’s an employee, sometimes a peer or mentor, and sometimes a complete stranger out-of-the-blue wanting “an honest assessment of their work.”
This is tricky.
In nearly every situation, I find most people — and yes, you maybe the exception – are looking to find out what’s “right” about what they are doing. They are looking for positive feedback, affirmation, and reassurance. They crave a verbal hug.
But, “feedback” and “honest assessments” are typically just the opposite.
Programmers are taught to listen for what’s wrong, not what’s right. And it’s still my instinct too.
I listen to a tape/cd/mp3 and think, ”that was weak, that’s not right, that missed the mark, what is she thinking?, why would he say that? where are they going with this bit?”
Is that what you’re looking for? Or do you want to know what’s right?
My experience tells me the latter. Nearly every time I’ve provided an “honest assessment” of a talent’s work it leads to defensiveness, excuses, and rebellion (ie. I don’t care what you think, I’m going with my gut.)
The key, as with most things, is balance. I’m working hard to focus on strengths and weaknesses, knowing it’s easier to enhance a strength than overcome a weakness. This doesn’t mean weaknesses aren’t worth overcoming, but it certainly takes more effort and time.
The easiest solution to this is to ask for what you want. Instead of asking for general feedback, ask for specifics;
- What am I doing right?
- How can I do better?
- What’s missing from my performance?
- How can I increase TSL?
- What can I do differently to be more valuable to the radio station?
- How can improve the listener experience?
- Where should I focus more of my effort?
Specific questions lead to specific answers. Be prepared – you may just get what you ask for.