My friend and associate John Frost says I’m the only one he knows who can talk for an hour about editing, so I’ll try to keep this short: Keep things short.

Condense.  The fewer words you can use, the easier it is to follow.  You don’t have to feel restricted, but as you put a break together, throw out words that aren’t really necessary.  That makes what you leave in stand out more.

Think about it; very few long quotes ever get cited by anyone.  It’s usually the short, most direct one that gets remembered and repeated.

Note for Talk Radio: this does apply.  It’s amazing how short, impactful sentences get the best response.  Longer, wordier diatribes tend to get more placid response… or the same person who called yesterday with the same type of comment he’s making today.  Three short sentences get better reaction than one sentence three times as long.

I don’t like asking questions, but here are two that you should ask yourself, whether you’re an air talent, Programmer, or GM:

1. What do you have that I can’t get everywhere else?
   In the current era of “cookie cutter” formats, this is crucial.  If all you are is a corporate playlist and people reading liners and crap from the internet, the answer to that question is “nothing.”
2. What do you have that I can’t get ANYWHERE else?
   And remember, it has to be relevant.  Just being “different” isn’t enough.

The answers to these two questions will decide your future.  There are too many entertainment alternatives available today for you to expect people to waste their time listening to boring radio.  Do SOMETHING… rather than do nothing.

So in a nutshell, here’s the biggest thing about Content:

You will not matter to anyone unless you talk about something that matters to that person.

I know – this sounds so simple, so the question is, “Why do so many stations fill the air with things that don’t matter to the listener?”

My theory is that they just don’t know yet what the whole purpose of radio is.  Or they’re ego-driven, which is the wrong road.

Let’s be clear – nobody cares about what you want, or what the board of directors’ goals are.  They care only about what you do that entertains them, or informs them about something they might need to know, but maybe they haven’t heard yet.