I’m a small town boy. And grateful for it.
For one I was able to get into radio at a remarkably young age. Before my face cleared up, don’t cha know. I doubt a radio station in Dallas or Chicago or New York would have let me hang around at the age of 15.
I also grew up in the same small town where my mom and dad both grew up. I spent a dozen years of my life in the home my grandfather built in 1939. I went to the same high school both my parents went to. Even had some of the same teachers they had.
Why is this the topic of another Frost Advisory?
New to a market? Here’s a great tip:
Take a different route to work each day. You’ll see where construction is going on, what stores are opening (or closing), etc.
It’s easy. Just turn one street sooner, or one street later from your normal route. Learn the neighborhood, then learn the city. It’s much better to see and feel the vibe than it is to just be given some claptrap about who the “average” listener is.
Dallas radio legend Ron Chapman was a great example. One day, he was plugging a station event, and instead of just giving the name of the location or street address, he added, “You know … it used to be the bank building, and before that it was the Mexican restaurant ….”
Genius. Immediately, you know that he’s the guy from HERE, and everybody else ISN’T.
You could be that guy, too. It just takes a little exploring.
A couple of weeks ago I shared the upside of being wrong.
“The good thing about being wrong is that you don’t have to be wrong anymore. When you learn a better solution you can leave the old concepts behind.”
I promised then to share some things about programming that I’ve been wrong about. But I don’t have to be wrong anymore.
You may not think of it this way, but radio IS performance art. It’s not an “exercise,” it’s not just about mechanics. Yes, you want to play the right songs, the right number of them, and a solid rotation… blah blah-blah blah-blah.
But it’s really all just about connecting with the Listener.
This weekend I saw a display at a sporting goods store in Texas designed to move inventory RIGHT HERE/RIGHT NOW. If not, the merchandise would be out of date.
Or to be blunt, the merchandise would be worthless if it sat on the shelf.