It’s harder than we think


What one thing does your station do better than any other radio station in your town?

I mean demonstrably better.

So much better than any listener you ask would immediately mention it if asked.

Having trouble finding an answer?

That’s the problem, isn’t it?

If you can’t hear it, how can you expect your listeners to hear it?

And if nobody hears it, why should anybody listen every day?

I’ve spent my career focused on the content that comes between the songs on radio stations.

I started before music streaming and iPods because even then it was clear that the best any station could hope for if it competed solely on music was a statistical tie.

Loyalty, fans, evangelists…those are the result of what comes between the songs.

Of course your music has to be great, but it can never, ever be as great for each individual you need to listen as the playlist they can create for themselves, for their own personal taste.

I know that rotating and researching music is a lot less messy than dealing with super talented people.

That’s why so few station PDs do it.

That’s why your station will immediately stand apart when you begin to do it.


Focus on the one thing your station can do better than any other station I can hear in your town.

It really is the only way you’ll ever create something legendary, something listeners would miss if it ended.