Tommy Kramer Coaching Tip #612: There’s Immediate, and then there’s Anytime

There are really only two categories of Content in terms of when you use it. There’s what’s immediate. Needs to be on NOW. Or at least TODAY.

And then there’s “anytime” Content. I’ve heard it called “Rainy day” Content or “Evergreen” Content. My translation: crap that should be thrown into the trash.

Your show should be as NOW as possible. A friend at a station in the Northwest told me that last year, they had a huge, dangerous ice storm hit – but since the Afternoon show was voice-tracked, there was no one to tell the listeners about it.

Think about that. It’s absolutely stunning. They made themselves not even do what radio was CREATED to do. (But I’ll bet it never happens again. He’s a good guy and a smart person, and this was embarrassing.)