Complacency is insidious. It creeps in when we’re not watching, or in our case, listening.
And lots of radio stations aren’t really being watched or listened to critically these days, are they?
GMs have responsibilities for multiple stations in multiple markets.
PDs run 4 or 5 stations, do a voice-tracked air shift, and try to schedule just one more sales promotion.
Who has time to let that weekender know you’re listening?
Who has the energy to wake up an hour early to catch the first hour of the Morning Show?
And once we know that no one really notices, its a pretty easy step to: no one really cares.
Why prepare for hours when I can have a life outside this building and still do an “acceptable” job?
I’ve known very few PDs, very few jocks, who are truly self-motivated, who want to bring their best every break, every day, year after year.
Especially when no one seems to care but them.
It happens to the best. Just look at Apple.