The call comes in.  “Let me speak to the manager!”  There is only one thing this conversation can be about.

Someone isn’t happy.

As I became interested in broadcasting as a teenager I became hooked on a local Dallas TV show called, “Let Me Speak to the Manager,” a behind the scenes look at how TV was  programmed.

The show was unique in that it actually aired complaints from viewers, unheard of back in the day.  They even discussed stuff that aired on the other TV stations and networks.  Egad!

In fact, I can remember being told NOT to talk about ANYTHING on TV (you know like the presidential election, World Series, or Super Bowl) for fear that our listeners would turn off the radio that very moment and turn on their TV.  I’M NOT MAKING THIS UP, as Dave Barry would say.

In my travels I run across many different kinds of programmers, managers, and air talent.

Some have many years of experience; others have one year of experience many times.

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He’s a bum!

Why didn’t he take out the pitcher?

This guy can’t hit!

Why didn’t he leave the pitcher in?

Bunt!  Bunt!

Steal!  Steal!

Swing!  Swing!

The wacky sports fan always knows what his team shoulda done!  The Monday morning quarterback is always right.  It helps when you know the outcome of the game on Sunday.

Read the blog comments after a 4-game losing streak.  Ouch!

Read the blogs after a 10-game losing streak!  Ouch!  Ouch!

“Every time we lose a game I’ve either left the pitcher in too long or taken him out too early.”

A wacky sports fan always values the recent over the long term.  They comment on THAT at bat, THAT bad pitch, THAT bumble by the fielder.

I reckon’ we can expect that kind of second guessing from the bleachers, but it is far more serious when it comes from the programmer or manager’s office.
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I hear there are more “religious” radio stations in the United States than any other format category.  Unfortunately those religious stations combined have fewer listeners than any other.  The reason for that is quite simple.

A radio station cannot grow its audience unless it is designed to grow its audience.  To grow a station one must think beyond songs and deejays and sweepers.  One must think strategically.  Eh, gad!

A strategy is a plan that incorporates big picture concepts such as:

Why does the radio station exist?

Who are our listeners?  What do they desire and expect from our station?

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Common ground.  We talk a lot about it in our little format, and that’s a good thing.

Who’s your target demo?  How many kids?  What’s their favorite TV show?  Where do they go on summer vacation?

All good stuff we need to embrace.

“To move an audience, especially a diverse audience, from where they are to where you want them to be requires common ground.  If you want me to follow you on a journey, you have to come get me.  The journey must begin where I am, not where you are or where you think I should be.”

But there is a common ground that we seldom consider and about which few books are written.

The power of NOW.

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We can cling so tightly to the things we know that we don’t go beyond and learn how to apply it.

“The less people know, the more stubbornly they know it.”

Consider this…

• Knowledge is knowing the facts.
• Understanding is the ability to glean meaning from those facts.  Often that involves seeing things in context, perhaps relating to circumstances, best practices, or strategy.
• Wisdom is knowing what to do with that knowledge.

A 16-year-old may have enough knowledge to drive the car but you wouldn’t just toss them the keys and say, “Have a good weekend!”
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