Good radio is always the correct mix of art and science. Too much science without art produces a precise but sterile station that doesn’t connect very well. Too much art without science produces creative radio without a sense of purpose. The key is knowing when to use each. Today, we thought it would be a good idea to lay out what this means in a practical sense: [Caution]… This could change what you have thought for many years!
1. With any strategy put science first and creativity second.
2. With tactics put creativity first and science second.
3. Use science when you need to impact the ear, rotations, positioning, etc.
4. Use creativity when you need to impact the mind, perception, recall, etc.
5. The science of your station is what puts the station on the listeners radar screen, and puts you on the format ladder.
6. The art of your station is what keeps you listeners coming back and helps them remember you and grow your ratings.
7. Just as the combination of work and play make you better, the combination of art and science makes your radio station better.
8. In all planning, avoid loving systems and using people to achieve a goal. Make sure it is exactly the opposite. You will grow beyond your expectations.
Brian Wright is a 30 year radio veteran who has successfully served many companies over the years as Program Director, Operations Manger and VP of programming.
After many years of success working for individual radio stations and clusters, Brian Joined one of the most trusted consulting firms in the country, Audience Development Group.
For the last 15 years Wright has enjoyed building alliances with scores of stations in the US & Canada helping them grow in ratings and revenue.