I have been reading a lot of posts about the Utica-Rome market and the trials and tribulations and the over thinking of what radio is and how it works. The most important part of any succesful radio station is not a strong GM or SM, it's not a high priced morning show. The most important part of any succesful radio station is great PD. Not an adequate PD, not a good PD but a great PD. A PD who has the respect of his air staff. An air-staff that will follow their PD into the fires of hell. After reading about what's been going on in this market and with KISS for the past 3-5 years I am convinced I could step into the market and out program every station in the market and I could do it with no name rookies.
My line up would look like this, In mornings a smart ass, wise cracking, ego tripping 30 something teamed up with a fresh out of college news girl who's a better writer than reader, in midday an average talented mid 20's girl with a sultry voice and a smooth easy delivery who is more suited to Country radio than CHR, in afternoon drive another mid 20's girl with an everygirl sound and a quick pace who hates kids, at night the only other male voice, a 19 or 20 year old part-timer with a quick wit, a big mouth and a love of radio that won't quit and a work ethic that doesn't care how little money he's making he just cares about being on the air, and in the over night, yes a real person, give me another mid 20's girl with a happy tone and a herky jerky delivery.
What do you think we would get with that line-up? I think you'll get an ass-kickin hit playing monster that will leave the rest of the market scratching their heads and wondering how to compete.
I am not saying that the PD's in the market can't program I am saying they are afraid to program. They are afraid to make a mistake. They are afraid to fail. They are afraid to be doing something other than radio. You have got to put it all out there everyday. Everytime you crack the mic you hit it hard. No soft breaks, no unprepped breaks, no in between cutting a spot breaks, you close the door and you do the job you came to do. Radio is not supposed to be perfect it's supposed to be entertaining and entertainment is not perfect. Its the imperfection and the human content that keeps listeners tuned in. It's not just the personality of the air-talent (and this is a key term AIR-TALENT) it is the personality of the whole station and that my friends is where a great PD comes into play...the station needs a distinctive personality...everyone on the air needs to exude that personality...every jingle, every liner, every transition, every promotion, and this only happens with a great program director...a person that is directing the whole show. Reigning in what needs to be reigned in and letting loose what needs to be let loose.
I do understand that there are limitations created by ownership...whether it be CC, Saga, Nassau or Norma Eilenberg, it is the job of the PD to stand up and do the job. Come to work everyday to work, don't knod your head when you know it's wrong, include the entire staff, don't leave your jocks exposed to management, protect them and they will give you everything you need to be competetive and more. Give me Steve "Road Runner" Lawrence and a few green kids and I will give you a radio station that will be competetive with any and every other station in the market and beat most of them in short order. No slant, just a straight ahead, high energy, true to the format CHR. High on energy, heavy on attitude and smarter than the rest that owns the 12-17 demo, dominates the 18-34 female audience, is top 3-5 with 35+ females and shows strong with men 18-35. It is possible. Ask Steve...as a night guy on KISS in the mid 90's Steve was a monster with females 12-35 and captured big male 18-24 numbers and held his own with 24-35 males. It was Steve's personality and the personality of the station.
Dance when it's time to dance, rock when it's time to rock, and sway when it's time to sway. Go after every other station, whether they are part of your company or not like they are the enemy. As a PD it's not your job to protect other stations in your company, that's the job of each of those stations pd.
My line up would look like this, In mornings a smart ass, wise cracking, ego tripping 30 something teamed up with a fresh out of college news girl who's a better writer than reader, in midday an average talented mid 20's girl with a sultry voice and a smooth easy delivery who is more suited to Country radio than CHR, in afternoon drive another mid 20's girl with an everygirl sound and a quick pace who hates kids, at night the only other male voice, a 19 or 20 year old part-timer with a quick wit, a big mouth and a love of radio that won't quit and a work ethic that doesn't care how little money he's making he just cares about being on the air, and in the over night, yes a real person, give me another mid 20's girl with a happy tone and a herky jerky delivery.
What do you think we would get with that line-up? I think you'll get an ass-kickin hit playing monster that will leave the rest of the market scratching their heads and wondering how to compete.
I am not saying that the PD's in the market can't program I am saying they are afraid to program. They are afraid to make a mistake. They are afraid to fail. They are afraid to be doing something other than radio. You have got to put it all out there everyday. Everytime you crack the mic you hit it hard. No soft breaks, no unprepped breaks, no in between cutting a spot breaks, you close the door and you do the job you came to do. Radio is not supposed to be perfect it's supposed to be entertaining and entertainment is not perfect. Its the imperfection and the human content that keeps listeners tuned in. It's not just the personality of the air-talent (and this is a key term AIR-TALENT) it is the personality of the whole station and that my friends is where a great PD comes into play...the station needs a distinctive personality...everyone on the air needs to exude that personality...every jingle, every liner, every transition, every promotion, and this only happens with a great program director...a person that is directing the whole show. Reigning in what needs to be reigned in and letting loose what needs to be let loose.
I do understand that there are limitations created by ownership...whether it be CC, Saga, Nassau or Norma Eilenberg, it is the job of the PD to stand up and do the job. Come to work everyday to work, don't knod your head when you know it's wrong, include the entire staff, don't leave your jocks exposed to management, protect them and they will give you everything you need to be competetive and more. Give me Steve "Road Runner" Lawrence and a few green kids and I will give you a radio station that will be competetive with any and every other station in the market and beat most of them in short order. No slant, just a straight ahead, high energy, true to the format CHR. High on energy, heavy on attitude and smarter than the rest that owns the 12-17 demo, dominates the 18-34 female audience, is top 3-5 with 35+ females and shows strong with men 18-35. It is possible. Ask Steve...as a night guy on KISS in the mid 90's Steve was a monster with females 12-35 and captured big male 18-24 numbers and held his own with 24-35 males. It was Steve's personality and the personality of the station.
Dance when it's time to dance, rock when it's time to rock, and sway when it's time to sway. Go after every other station, whether they are part of your company or not like they are the enemy. As a PD it's not your job to protect other stations in your company, that's the job of each of those stations pd.