As we know, the story usually goes something like this – good looks, great stories and wonderful theories may get you hired, but in the end, rating results are the highest priority for a programmer. If you don’t get numbers that the sales department can turn into revenue, then WHO CARES about all the other attributes.
The issue is clear. When a programmer sticks to their beliefs, then they can either change or they will be changed — unless they find a way to orchestrate a programming plan that delivers sellable rating numbers for their station, every rating period.
It’s a shame, because in our lifetimes we have to change and adapt to survive – whether that’s in business or real life. If a format isn’t working, it’s probably time to do something different.
As an urban/rhythmic radio adviser, I have been doing this for long enough to know that every weekday; I can look forward to learning something new or making a programming adjustment to help a client station grow. Change is important and part of the game of radio. If programming doesn’t remain relevant, then you might be shoved out of the picture and into the archive room.
The question, for those of us who think ahead, is have you had to CHANGE at all in the last year? The successful ones who program probably have and they have ratings. That is why they get to keep their jobs. Creating a great relevant radio experience every day is how you win.
We’re always looking for incredible radio partners to work with. If that’s you, then let’s start a confidential conversation about your market objectives. If you have questions, you can email us at hlyles@urbanradio.com or call us at (404)403.0091. We’d love to hear from you.
