Over 250 billion served…

There are research companies that do the same basic study regardless of market and regardless of your individual station’s needs.

I’ve actually been in the presentation meetings when the researcher is going over the results of the study, and a slide flashes with the wrong call letters, or another town, sometimes even a different country.

Seriously.

There are consultants who literally use a playbook, and basically ‘install’ the same radio station in every town they work. Same liners, same features, same contests.

Their reports look the same in every town. Only the name of the stations are changed in the computer. It takes no time at all. That’s the point: It allows them to have lots of clients, because they’re all alike.

One size fits all.

There’s nothing wrong with liking McDonald’s burgers.

You know exactly what you’re going to get, whether you place your order in Cleveland or LA.

That’s part of what has made McDonald’s so successful.

But for those of you who don’t want a generic burger, who want to try something with local flavors and flair, you’ll be disappointed if you order at McDonalds’s expecting something you’ve never tasted before.

It’s entirely up to you: Do you want listening to your station to be a McDonald’s experience or something you won’t find anywhere else in the world?