Radio’s Reward System

We get what we reward…

Pity me that the heart is slow to learn/what the swift mind beholds at every turn.” – Edna St. Vincent Millay

How much video do you post on your web site? Consider these two facts: The number of American users frequenting online video destinations has climbed 339% since 2003. And, time spent on video sites has shot up almost 2,000% over the same period. You probably think you need an expensive camera, sophisticated editing equipment, and a USC film school graduate to create compelling video content. Wrong. Check this video out: Every image was shot on a cell phone.


The thing about creativity is, it will find a way to express itself.

For a couple of decades now, Radio hasnt placed much value in creativity. In fact, consolidation has done everything it can to kill creativity.

How else to explain scripted liners, the lack of any attempt at verbal entertainment, or even engagement, outside of Morning Drive, and the paucity of amzing and fresh promotions?

Most of the video I see on station web sites is either girls in bikinis (or less) or retreads of old YouTube material. I don’t see many attempts to create proprietary content that reaches people on a deeply emotional level.

Any behavioral scientist will tell you the way to change behavior is to ignore what you don’t like and reward what you do. I’d say Radio’s done a pretty good job of that over the past decade or two.

What has Radio rewarded? Seriously.

We’ve staffed our stations with inexpensive drones and milque-toast liner writers, managed and programmed by over-worked people whose jobs are threatened weekly by bean counters in investment banking firms.

Believe this: Right now, in your city, there are hundreds of young (and not so young) gifted and creative people doing what they are compelled to do.

Try to persuade me you can’t find one who could make your radio station more interesting.

Prove to me you can’t find one who knows how to create content, like that video, which would generate so much word-of-mouth for your web site that you might need a new server just to handle the added traffic.

What have you got to lose, except blandess and predictability?