Is the deepest.

Look, I can rant – and have – for decades about consolidated Radio not investing in the one thing we have that can’t be duplicated: the human connection we create with our listeners when we do radio the right way.

You and I have zero effect on Radio’s budgeting process.

But, hopefully, it’s not too late to say to those running our business today, to plead: Please, let the magic be the very last budget item you slash rather than the very first.

You’ve cut research.

You’ve cut marketing.

You’ve cut promotion, outside of client value-added stuff.

You’ve cut support staff.

Just don’t cut the people we listen for on your station, the people who make every listening experience magic and memorable and irreplaceable.

Please!

Please don’t let your next cut affect that magic.