This Is What Matters


It doesn’t matter how brief your breaks are if they’re not worth hearing — and that includes commercials.

It doesn’t matter how short you keep your content if it’s not worth hearing and sharing.

PPM has focused everyone on brevity, on shaving seconds from talent content, when it should have focused us on the quality of all non-musical content.

No one in Boston tuned out of the all-talk segments after the Marathon bombing; in fact, more people tuned in because of it.

The answer is not shorter.

It’s better.

It’s more.

It’s more relevance, not merely less irrelevance, because all irrelevance wastes my time, and if you train me that each break is irrelevant, I’ll tune out the second the music stops.

It’s not too late to stop doing this and start doing what matters.