RELENTLESS RADIO

 

Author:	Sheila Richards
Published:	August, 2000

 

"Live by the book, die by the book." That was a saying I heard for years and years in my radio career. The first time was by one of the greatest air personalities of all time, Gary Burbank, master of comedy, voices, and radio finesse. Of course, I'm sure there were times he rejoiced over the ratings, and times he cringed a bit. We're all human in this business, and our feelings run deep. It's hard to separate ourselves from our product, cause we are the product! "Wow, look at this great refrigerator I helped build today." If someone doesn't like it, it's not you personally; it's the thing you've built. In radio, if someone doesn't like your voice, your style, it's hard to separate your work from you. And when you get poor ratings (like a poor report card), it does twist your heart a bit, though many won't admit it. I have tried to live by this saying in my almost 22 year radio career, though I normally only mention it when there's been a down book! The next Arbitron rating period begins September 21st, and radio stations all around the country are gearing up to make sure all their personalities are in place, pumped up, ready to do their best show ever, everyday, for the next three months. Then a break, then repeat the process, depending on whether you're in a 2 book a year market or 4 book market. Promotions, programming, sales, management, all thinking, "what can we do to win?" Most often, revenue is tied into ratings, so it's a natural question to ask. What can you do as a radio personality to affect the ratings? Only your personal best. The ratings are not a result of a single dj, though sometimes management would like to put all that on our shoulders. It is a team effort, and while we're on the frontline, speaking to hundreds or thousands or millions everyday, we are still just part of the big picture. The big picture is, everyone in the building must be doing his or her personal best. And I believe we should strive for this not just during the book, but everyday of the year. I think consistency and longevity is what builds ratings, too. I was at KRMD-FM for almost 13 years, (take away a couple of years I left and came back) and part of the huge success I enjoyed was because I had been there so long. Listeners become comfortable with a friend on the radio. Loyal listeners won't so quickly jump to another station if they feel like you're their best friend (see last month's article on Listeners For Life). While management and sales are running around worrying about the book, just walk into your control room every day, and think, "What can I do to make today's show better than yesterday's?" I heard Rusty Walker, country music's top consultant, say that 14 years ago about becoming a legendary radio station. Becoming a great radio talent doesn't happen overnight, it's a process. Putting more of your heart into your show, and less of your ego. Be consistent. Not everyday is going to be 100% awesome. But just do your best. If you're having an off day, and you're fortunate enough to work with a partner, let them know, so they can carry a bit of the emotional/energy load. Otherwise, turn on that actor that lives inside you, and SHINE for your listeners. They're depending on you! Some may disagree, but I think air talent only has so much control over the ratings. Maybe I'm playing down our importance, but it does keep us humble. Imagine this, the best quarterback in the world (you choose your own fav, mine would be Joe Montana or Dan Marino) on the worst or most obscure football team out there (again you choose your own). What good is the greatest quarterback if there's no one good to catch his passes, no one to run the ball to the goal, no one to block the opposing team? He can have the most accurate arm in the world, but his team will still never make it to the Super Bowl. For instance, you have worked long and hard to grow as a talent, attended seminars, read books, networked, paid your dues. But here's how it works, or rather doesn't work, if you don't have the whole team on the same page to have a winning book. Best jock, poor music selection or rotation. Best jock, no promotional creativity or giveaways. Best jock, no outside advertising. Best jock, weak station leadership. Best jock, poor signal. Best jock, well, you get the picture. YOU can only do so much. I have been part of a morning show that had a 30 share, and one that had only a one share. Am I still the same air personality? Yes, and that proves that it takes more than just a dj to make successful ratings. Now the other picture? Great radio station, great 100,000 watt stick, great promotions, great leadership, great marketing, and a poor jock. You'll stick out like a sore thumb. I've known many mediocre talents who last for years on a great radio station. It was the station's greatness that allowed them to survive; they're weren't bad enough to fire, but weren't great talent on their own. How much control can an air personality have? I've read enough self-help books in my life to know that you can only control yourself and your actions, not others around you. It applies to radio, too. You can't control your station's budget, you can't control decisions made by management, you can't control the strength of the signal, and you can't control how promotions are executed. BUT you can control how much show prep you do. You can control how many hands you get out and shake. You can control how involved you are in the community, whether it's Gravelswitch, KY (yes, a true town) or Los Angeles. You can control how much you network in the industry, learning from those who have walked the path before you. And you can control how many trade papers, books, and magazines you read. Please don't think I'm suggesting a personality is helpless. Beyond controlling your own little part in the play, you can be a huge influence. Influence is different than control. Suggest ideas to your boss, or to others who do have control. Someone could be on the verge of doing something, and you've suggested a better way, and they do it! It lets you know that your ideas do matter, and management will appreciate you helping the team. Win-Win!! While I'm suggesting you can only control your show, you most definitely can and should be a team player, doing your part outside your show to help the station succeed. Remember the first few paragraphs? Team effort. That's what makes great ratings. Everyone coming together, doing their personal best, day in, day out. That will affect the ratings. From the receptionist to the traffic manager to the general manager, everyone having the same goal, moving in the same direction, rowing in the same boat. So, as you face September 21st, and your boss is getting all anxious because of pressure from his or her boss, just stay cool. Keep doing what you're already doing, or supposed to be doing. Make each show better than the one before, and get out of the studio, and into the streets, shaking hands and making friends with listeners and potential listeners. As a Christian, I'm very familiar with the Bible, where it says, "seek first the Kingdom of heaven, all things shall follow." Not to sound blasphemous, but seek first to do YOUR best, and the ratings will fall into place. " Live by the book, die by the book?" Just do great radio.  About The Author Sheila's career spans some 20+ years, mostly in country radio. She's a former CMA (Country Music Association) Small Market Personality of the Year.  Her most recent stop was as the morning co-host at J93.3 Atlanta.  She currently resides in the Atlanta area with her husband Jimmy.