One thing radio people are really good at is kidding themselves. I hear these faulty perceptions a lot:
1. The competitor beating you in the ratings isn’t really that good, but just got lucky and was in the right place at the right time. PPM/Arbitron diaries/Nielson placement or selection just fell their way.
2. They’re living off their reputation, and don’t deserve the ratings they have anymore.
3. The only reason the competition is rated higher than you was because they did a lot of marketing and you didn’t. If you had their marketing budget or promotional budget, you’d be beating them.
These excuses are convenient, but the truth is nobody falls UP.
It’s easy to fall down in the ratings. Just stop working hard, take your Listenership for granted, get away from what was working for you, or become a caricature of yourself.
But you have to earn up. Going up takes work. And focus. And being willing to change what doesn’t work anymore.
Hint: Sometimes, that means getting help.
Tommy Kramer is a talent coach for Radio, TV, & Voice Acting, as well as a member of the Texas Radio Hall of Fame.