Can you guess who that describes?
It started earlier this year, the decision to cut commercial minutes by more than half.
Well, maybe even before that, because they’d already made the decision to create content that is highly emotional.
They made the decision to stand for something that’s easily definable, that’s obvious every day.
They decided to stop trying to be all things to all viewers and hyper-focus on who they want to be, who they are.
Radio company CEOs will argue that their hands are tied, that they can’t cut commercial inventory.
Radio company VPs of Programming will claim that their hands are tied, that their bosses won’t give them the budget to hire really great air talent, so Nielsen forces them to shut up their mediocre announcers and limit them to liners or voice-tracking.
We all feel that pressure to have the biggest possible audience, to go broad rather than deep.
The path to strong audience growth is not complicated if all we hear are the voices of our listeners.
Anyone strong enough in your company to respect that?
Doug is a former Major Market award winning Program Director of the Year. He was VP of Programming for one of the first large consolidated radio companies before leaving to open his consultancy. He works with most of the largest media companies in the world but, uniquely, he consults every adult format, including News/Talk, where his stations have won the distinguished Edward R. Murrow Award for excellence in journalism. Doug helped NOSTALGIE, an OLDIES-based station in Paris, become the fastest-growing radio station in French history. His American clients include one you can hear this week, MIX 92.9
Also uniquely, Doug limits his client list to 8 per year so that each gets virtually unlimited market access. Doug is a former missionary kid, has been married to his wife, Shannon, for 38 years, and has one adult son and a wheaten terrier dog, all of whom currently live in Denver.
You can learn more about Doug, his philosophy and his clients HERE.