Surprise!

Remember?

Surprise is the great enabler of seeing.” ~ Alan Jacobs
The brain only really registers what it doesn’t expect to see (or hear).
Radio doesn’t much surprise anymore.
By surprise, I mean hearing something totally unexpected, something so unexpected, you actually HEAR it.
Surprise is a necessary part of delight, a part that – apparently – most radio programmers have forgotten.
I’m not speaking of shock. That’s relatively easy to produce, though even shock can – and does – become predictable.
The best air talent have always used surprise as one of their tools in attracting – and keeping – listening.
Honestly? It’s been years since I’ve been surprised by anything on the radio.
Even by how awful some of what I hear is.
I’ve learned to expect it.
How sad is that?