We sell time, we fill time, we announce the time. Whether the vernacular is time spent listening or average weekly time exposed we in radio are in the business of time.

Roy Williams recently wrote, “People don’t trade money for things when they value their money more highly than they value the things.”

Your listeners won’t give you their time if they value doing other things more highly than they value giving it to you.

Even when they finally give us their time, we often waste it. Too much chatter. Songs they don’t love. Information that isn’t relevant. Traffic reports for traffic they’re not in.

Give your station some time right now and listen to what you hear. You’re either giving your listeners something of value or your wasting their time.

One time we’ll waste their time one too many times and they won’t come back.

To paraphrase baseball legend Yogi Berra, if somebody doesn’t want to listen then nobody is going to stop them.