A touchstone is something that serves as a conduit between two people. It connects them. I touch this end, you touch that end.
Content on the air is exactly the same – or it fails. If something you talk about is something I can identify with, or see myself doing, that “touchstone” is a winner.
So ask yourself this question: Why would you talk about something that’s only about you?
If I’m not in the picture (as a listener), you’re not going to be very successful.
– – – – – – –
Member, Texas Radio Hall of Fame
© 2021 by Tommy Kramer. All rights reserved.
Have you ever met anyone that has their own statue? Interesting thought, isn’t it?
I’ve had the privilege of meeting several. I met Ronald Reagan when he was running for president in the ’70s. In my baseball life I’ve met Stan Musial, Jack Buck, Mike Schmidt, Lou Brock, and Ozzie Smith.
What makes someone so special that they are worthy of a statue?
Is it talent? Or personality? Maybe just right place at the right time?
Momentum is defined in the dictionary as “force or speed of movement; impetus,” with these examples:
The car gained momentum going downhill.
Her career lost momentum after two unsuccessful films.
I wonder whether most radio stations understand this. I hear “pace” often – but not necessarily any momentum. Pace is just going faster or slower. That’s not momentum.
Technically, it’s when one thing seamlessly flows into another. But Content-wise, it’s also about your listeners feeling that something is going on – something that compels them to hear more of your show (or your station). THAT’S when you have momentum.
I’ve learned a lot of ways to inject momentum into formatics, and the mechanics of how to construct and run the various elements so “the big wheel keeps on turning,” and those definitely do help turn stations around. But momentum as a Personality, and within a show, is a deeper dive.
That’s why concentrating on pace is an incomplete thought, and focusing on ratings is always the wrong focus. You have to create an entity that defines momentum – an inexorable forward flow – first. Then the ratings will come.
Every Christmas for the last several years I’ve thrown a few coins into the Salvation Army bucket down the street at the H-E-B. But not this year. Nope. They’ve changed their bell ringer. The guy standing outside the store ringing the bell is different this season, and I’m upset about it.
Ludicrous, isn’t it? Obviously no one would stop donating to the Salvation Army because Bert replaced Barry at the bucket.
“People don’t buy what you do; they buy why you do it. And what you do simply proves what you believe.”Simon Sinek
It seems like sometimes the message is, “We’re not reinventing the wheel here.”
I always thought, “Why not?”
You could argue that the wheel is the perfect example of something that’s only stayed around as long as it has BECAUSE it’s been continually reinvented. (Nobody’s having to stop and put a patch on an inner tube on their Mustang Mach-E these days.)
How this applies to music radio:
In the early 1950s, Todd Storz in Kansas City and Gordon McLendon in Dallas got away from what was, up until then, “block programming” or “middle of the road” music to try a new idea: Top 40. Wheel, meet new wheel.