I’m surprised at how often I hear this conversation.

“That’s a lot of work.”

“It’s not in the budget.”

“I don’t have the time.”

Creating bad radio is easy. Just listen up and down the radio dial.

Creating great radio is hard work. I think this is particularly true in our format, one without the foundational elements of a format; no hits and no stars (to those outside of our tribe).

(See Frost Advisory #493 – Most Radio Stations Aren’t All That Bad, But…).

Here is my perspective.

We shouldn’t make excuses for the hard work. That’s how great radio happens, don’tcha know!

Do the work. Make radio great again