In the late 50's, a voice was heard every Saturday morning on WSJC in Charolette, NC, ushering in the new broadcast day on the World's Smallest Radio Station. The voice belonged to Jerry Clegg, who along with his partner, Bob Rose, ran the station.
Programming included popular music, time & temp, advertising, and lost & found announcements.
There's a good chance that even if you grew up in Charolette in the 50's you would not have heard of the station since it had the total listening radius of 1 block!
You see, Jerry and Bob were only 15, but found a way to "wire" 14 homes in the neighborhood to receive the broadcast. Boasting 5 watts of power, these two young broadcasters didn't wait till they were grown to take to the airwaves. There's no telling what they would have achieved if Podcasting have been around in those days.
Watch the wonderful time capsule narrated by Bob McHone as he brings this story to life. And, while you watch, remember the day you decided to "find a way."
Wednesday, March 26, 2008
Monday, March 24, 2008
Born Standing Up
Born Standing Up - A Comic's Life is a warm and very funny account of Steve Martin's rise and free-fall as a stand up comedian. It is a colorful chronicle of, as Steve puts it, "The War Years" that gives us an rare insight into the life of this talented and sensitive writer/performer.
On a personal note, I am extremely flattered that he chose to end this memoir with a story of our first meeting at KMPC Radio in Los Angeles.
In doing so, Steve uses a quote from a chapter in my book :
I do not know if my act holds up these many years later. It is not for me to decide or even think about. Sometimes I hear or see a piece of an old show, and it sounds funny; sometimes I don't get it and can't figure out what the fuss is all about. I did however, in the course of writing this memoir, come across routines and adlibs, long forgotten that made me smile, like this description of a radio show in the seventies, remembered by the host Sonny Melendrez.
"Steve Martin came directly from a recording session to debut his Let's Get Small album on my show. Before he left, he got very serious, and I truly thought we were seeing another side of him. He launched into a monologue of what seemed like sincere words of friendship. It took me by surprise, given the hour of silliness that had just taken place. 'Could this be the real Steve Martin?' I thought.
"Sonny you know, I've listened to you for years, and I
really feel like you've become my friend. I feel like I
can ask you this question."
"Sure, Steve, you can ask me anything."
"What time is it?"
- from Born Standing Up by Steve Martin
As an extra treat, I invite you to listen to Steve tell the story in this excerpt from the Audio Book version of Born Standing Up.
Radio That Still Works
The audio coming from the radio in this video is actually being broadcast through this receiver. Ghost radio? Hardly. You see the owner could not stand to listen to today's radio coming from such a fine piece of vintage artistry, that he fired up a micro-radio station to play the tune.
As he puts it, "There's something that tickles my sense of the absurd to have a computer playing mp3s of vintage programming driving a mini-transmitter so a 50-70 year old radio can relive it's glory."
Can radio relive it's glory?
Yes and no.
What we heard in the past belongs to the past. However the ingredients that made it great are as valid today as when this 1950 vintage Hallicrafters S-40B radio was built. Real radio has always been about the moment. Even the pre-recorded serial programs from the early days of the medium contained a sense of the unexpected.
Another timeless glory-element is the simple technique of "wowing the audience." While the iPod generation may have no memory of glory radio, they can certainly be wowed by it's sense of theater. It's what makes YouTube go round. Creativity will never go out of style.
Foremost is the human voice. The person behind the microphone has always made the difference. Great communicators have always enjoyed the freedom to do it their way and the permission to grow with the listener.
What was glorious about the past is the secret combination that will re-open the vault. Those who use it, will find radio that still works waiting inside.
Tenacity Radio
I visited the birthplace of my radio career recently while visiting my family in El Paso. The tiny cinder block building at 5300 El Paso Drive is still standing. Although empty, it serves as a reminder of my dues paid at KINT 1590 Radio. We were the little station that could, pulling numbers that, by today’s standards would dominate a market. With no budget, a poor signal, and no night-time presence, we managed to make it big.Our secret was not knowing what we couldn’t do and loving every minute. Even our interns were fighters.
There was a young high schooler named Dave Kelly who had the tenacity of a winner. While his friends were out playing, Dave was living and breathing every moment of the radio station. Little did we know what we were teaching him by our daily enthusiasm for radio
One day, in the only room big enough to hold 10 people, during an important staff meeting, our owner/General Manager, Larry Daniels, noticed that Dave Kelly was sitting in the back of the room.
“Kelly! What are you, doing here?” he shouted.
“Oh, hi Mr. Daniels. I was just interested in what was going on.” he replied in his Leave It To Beaver voice.
Mr. D took him aside and gently told that he couldn’t come to the station anymore. He was getting in the way.
As he was leaving the building, Dave overheard our receptionist calling a landscaping company to mow our lawn. The next day, a Saturday, Mr. Daniels drove into the parking lot to the sound of a gas mower and guess who was pushing it!
Dave Kelly loved radio so much, he had gone to work for the landscaping company, just so he could be “where the action was” for him.
From that day forward, he became a permanent member of our radio family.
Today, he’s still in radio, having actually become a business partner with Larry Daniels in later years and currently serves as a sales manager for the Univision cluster in El Paso.
Dave Kelly stands for everything radio should mean to a broadcaster. His tenacity and love for our medium has never let him down.
Radio Vision
A local weatherman asked me a question the other day and he was dead serious: "Where do you see local television and radio in the next 10 years?" Good question.
Now, while I don't have a crystal ball, I do know how a crystal radio works. Radio and television are two ways to transmit emotion. Both provide a vehicle to stimulate the mind.
Before there was television, there was radio. Before that, the telegraph and the telephone blazed the communication trail. All are vehicles and given the progress of technology, the just Internet is the latest of these vehicles.
So, how will we communicate in the future? With faster and cooler "vehicles" and it doesn't take a Mensa member to observe that all media is morphing into one. Nothing shouts this louder that the iPhone.
It even provides a modern day telegraph: Instant Messaging.
Now, here's the exciting part of the this whole equation: While technology is ever changing, our human needs remain the same. We still, laugh, cry, speak, and communicate as best we can. In other words, the audience is still using Adam and Eve technology to receive the latest media. That means we still need human input to provide human output.
Getting back to my friend's question: I believe that more and more, we'll be able to use radio like television and vice-versa. Web cams already let us see radio and we certainly have the ability to listen to television, even in our car. Through the web, listeners can now be heard and seen.
Radio programs become TV productions and new multi-media personalities will have more than their allotted 15 minutes of fame. This is not unlike what happened to the radio stars of the 40's who brought their audio wares to television.
The square root of communication follows the circle of life.
The Billionaire Mind
CNBC featured a one hour interview with Warren Buffet, the second richest man in the world who has donated $31 billion to charity. Here are some very interesting aspects of his life:
1. He bought his first share of stock at age 11 and he now regrets that he started too late!
2. He bought a small farm at age 14 with savings from delivering newspapers.
3. He still lives in the same, small 3-bedroom house in midtown
4. He drives his own car everywhere and does not have a driver or security people around him.
5.. He never travels by private jet, although he owns the world's largest private jet company.
6. His company, Berkshire Hathaway, owns 63 companies. He writes only one letter each year to the CEOs of these companies, giving them goals for the year. He never holds meetings or calls them on a regular basis. He has given his CEO's only two rules. Rule number 1: Do not lose any of your shareholder's money. Rule number 2: Do not forget rule number 1.
7. He does not socialize with the high society crowd. His pastime after he gets home is to make himself some popcorn and watch television.
8. Bill Gates, the world's richest man, met him for the first time only 5 years ago. Bill Gates did not think he had anything in common with Warren Buffet. So, he had scheduled his meeting only for half hour. But when Gates met him, the meeting lasted for ten hours and Bill Gates became a devotee of Warren Buffet.
9. Warren Buffet does not carry a cell phone, nor has a computer on his desk.
His advice to young people: 'Stay away from credit cards and invest in yourself and remember:
A. Money doesn't create man, but it is the man who created money.
B. Live your life as simple as you are.
C. Don't do what others say. Just listen to them, but do what makes you feel good.
D. Don't go on brand name. Wear those things in which you feel comfortable.
E. Don't waste your money on unnecessary things. Spend on those who really are in need.
F. After all, it's your life. Why give others the chance to rule it?'
Great advice from someone who should know.
The 4 Minute Commercial
When it came to selling on the airwaves, Arthur Godfrey was the master. My mother will attest to that. To this day she loyally enjoys the tea and soup that Mr. Godfrey sold her on decades ago. That's the power of personality.
It's also the power of freedom. You see, Arthur Godfrey didn't have the limitations of 30 or even 60 seconds when it came time to selling his sponsor's products. Each "commercial" took on a life of it's own and had the audience laughing for more.
That was the 1950's and much has changed since then.
Or has it?
When you stop to think about it, all the ingredients for success are still with us: personalities who care about their audience, sponsors who need listeners to buy their products, and most importantly, radio. So why don't today's personalities have the freedom that one of the greatest broadcasters of the 20th century enjoyed?
Somewhere along the way, someone got scared. They were afraid that too much freedom would most certainly lead to listeners tuning out in great numbers. Ratings would plummet. It was no way to run a radio show, much less a radio station. Let's face it, there will never be another Arthur Godfrey.
Under today's terrestrial broadcast conditions, that last statement is very true. Today the emphasis is on brevity rather than connectivity.
The reason there are few, if any major leaguers today like Mr. Godfrey is because there are no longer any farm teams. Ask Glenn Beck and Rush Limbaugh what it was like when they started in this business and they'll tell you about someone who gave them the freedom to grow....to learn what worked and what didn't. Someone who wasn't scared.
And, now the good news. The radio farm team is making a comeback. It's called The Internet. Somewhere in cyber space at this very moment another Arthur Godfrey is learning to communicate. They are learning to savor the sweet taste of the most magical of all mediums. Someday soon, they'll be waking the sleeping listener with a nice bowl of chicken soup.
Imagination Station
While technology is light years away from a short 5 decades ago, what it may not offer is the inter-active connection between invention and fantasy.
Take a look at the video above. It was produced in the early 50's and offered more than the latest technology at the time. It gave kids the challenge (and satisfaction) of actually building the toy (in this case, a radio station) before playing with it.
Hard to imagine anyone making their own iPod these days.
So, is this young creative experience a thing of the past? Not quite. Herein lies a tremendous opportunity. Introducing youngsters to how radio works can help them to appreciate the wonder of this incredible medium. In fact, I searched and found that you can still buy a Crystal Radio Kit for about the same price!
When we transfer our fascination with any industry or invention to a young person, we pass on the pride and excitement to be found in any respected profession. This holds true whether you're a teacher or a radio engineer.
It's too bad you can't include your years of "pretending" on your first resume. I would have had a 7 year head start.
But, then again, I did.
Still Broadcasting After All These Years
A media icon an fellow member of the Texas Radio Hall of Fame is celebrating 50 years on You see, in 1972 when I was program director of KTSA-AM here in the Alamo City, we were about to celebrate the station's 50th anniversary and thus, set out to find every personality who had graced KTSA's airwaves in the past.
The man who was unquestionably the biggest name to fit that bill had retired in the late 60's and was enjoying life on his ranch. I made it my mission to find him and extend an invitation to treat his fans to 2 hours of fun on this special day.
He was very gracious and said he'd be happy to be a part of our on-air celebration.
When the day came, (a Saturday) it was like he had never left. The phone lines exploded with loyal fans who had missed his legendary style. In fact, things went so well that he didn't want to stop the show and ended up doing two extra hours.
The experience had made this man realize that what he was born to do was something he could do forever. He had been bitten...again.
The following Monday a gift arrived for our owner, Bernie Waterman, as way of saying, "I'd like to come back." It was a case of Lone Star Beer.
It was around that time that
While there were no on-air openings at KTSA, the "icon" joined the sales force and was very successful. Still, that's not where his heart was.
Finally, the opportunity presented itself and he joined the air staff.
When I returned to
Congratulations to Ricci Ware on this magnificent career and for listening to the radio in his heart.
The beat goes on.
Smelling The Popcorn
There's one thing that's always bothered me about movie critics: For the most part, they never watch a movie in the same environment as movie goers. Often times they sit in a theater all alone or in their living room watching a pre-release copy of the film. Granted, either a movie is good or it's not, however there is something to be said for the total experience. When you're sitting in the middle of a crowed theater and the audience is reacting with you, it's electric. Movie critics don't usually experience or write about that.
The same phenomenon can be applied to radio. Listening to a morning show in the middle of traffic is different than what you experience in the studio. When you've got a day off, and you happen to be in the car listening to your competition during your time slot, you get a totally different perspective of what comes out of the speakers. Segments you thought weren't long enough are now way over the time they deserved. You suddenly realize how many other distractions you're competing with.
Premiere radio consultant Lorna Ozmon points out that the mind has 7 slots of perception. For a commuting listener they can be what they see directly, peripherally, sounds of outside traffic, thoughts, how they feel physically, and even the conversation of a passenger. When you realize what you are competing with as they "listen" to your show, you realize how important it is to make every minute count.
While movie critics can choose to view films in a moviegoer's environment, we really can't do the same. However, just knowing you've got more competition that you thought can help you to wake up and smell the popcorn.
Million Dollar Service
One of the services our company provides is helping clients to get the most out of their media dollars. We make it a point to monitor success in areas beyond radio. Often this barometer can offer an insight that can be translated into success for our clients and our company. Recently, Entrepreneur Magazine interviewed people who were not only doing business on the web via eBay, but have become millionaires in the process. So what sets them apart from countless others? Perhaps their secret lies in the following statements:
· “I do whatever it makes to make my customers happy.” – Sells jewelry and sometimes starts auctions at .99 cents.
· “I push my business forward on a daily basis. To a large extent (in my mind) there is no finish line.” – Sells refurbished computer disk drives.
· “You have to perform quantitative and qualitative reasoning to determine what you sell.” – Sells men's fashions at 40% to 80% below retail.
· “We see everyone as our potential client, from a grandma on the street to Nordstrom.” – They run an eBay drop off store.
· “Our biggest motivator is providing our customers with good service.” –They sell audio and stereo equipment on the web.
· “Find a niche, something that you have knowledge and passion for. And, find good help. You cannot do everything yourself.” –Sells toy trains.
· “A lot of the rules of the stock market apply (to selling on the web) – Don’t flood the market and don’t show your hand.” – Sells accessories for cell phones and digital cameras.
· “We’re in the business of saving our customers time and trouble.” – Own an eBay consignment store.
· “The key to success is finding items that sell and sell often. If you have 10,000 items listed and they don’t sell, you’re losing money.” -- Sells iPod accessories.
Keep in mind that these are self-made millionaires with an average age of 25 years! What I keep hearing in their insights and in what other successful entrepreneurs often reveal are two things:
1. Have the attitude that you will go out of your way to please each and every customer.
2. Do your homework. Success that happens by accident usually does not last. You must have a why before a when, where, and how.
Every business transaction, from a kid selling lemonade on a neighborhood street corner to selling diamonds on the web to selling time on your station has one thing in common: Your customer will either be happy and possibly tell others or unhappy and almost certainly tell others.
There in lies the secret of millionaires.
Point Of Power
I read a powerful statement this week that speaks volumes about how to communicate effectively, both on and off the air. It applies whether you are a personality talking to your audience, or a manager communicating to your staff. The statement reads, "Communication is a transfer of emotion."
That simple thought can be the difference between connecting and not connecting with your listeners.
We can learn from speakers who use visual aids to present their ideas in front of a live audience. Presentation coach, Seth Godin, points out that many presenters fail miserably when giving a PowerPoint presentation because as he puts it, "PowerPoint itself is a dismal failure. The reason can open your eyes to how to fine tune your on-air communication."
"Microsoft has built wizards and templates right into PowerPoint. And those helpful” tools are the main reason that we’ve got to live with page after page of
bullets, with big headlines and awful backgrounds."
Our brains have two sides. The right side is emotional, musical and moody. The left side is focused on dexterity, facts and hard data. When you show up to give a presentation, people want to use both parts of
their brain. So they use the right side to judge the way you talk, the way you dress and your body language. Often, people come to a conclusion about your
presentation by the time you’re on the second slide. After that, it’s often too late for your bullet points to do you much good.
The same goes for delivering your thoughts on the air. Your words paint the picture that you give the right side of your listener's brain. Lists and facts are just that without your description and, more importantly, your emotion. And, just as a live audience would size you up by appearance and manner, radio listeners do the same by the words you choose and how you say them.
More powerful than a list of bullet points on a screen is a picture that conjures up an emotion. When you're behind the microphone, that screen is your listener's mind and your picture is the story you tell.
Ever had a listener come up to you and relate a story you told on the air years ago? That's the power of your word pictures and emotion.
That's the power of radio.
Point Of Power
I read a powerful statement this week that speaks volumes about how to communicate effectively, both on and off the air. It applies whether you are a personality talking to your audience, or a manager communicating to your staff. The statement reads, "Communication is a transfer of emotion."That simple thought can be the difference between connecting and not connecting with your listeners.
We can learn from speakers who use visual aids to present their ideas in front of a live audience. Presentation coach, Seth Godin, points out that many presenters fail miserably when giving a PowerPoint presentation because as he puts it, "PowerPoint itself is a dismal failure. The reason can open your eyes to how to fine tune your on-air communication."
"Microsoft has built wizards and templates right into PowerPoint. And those helpful” tools are the main reason that we’ve got to live with page after page of
bullets, with big headlines and awful backgrounds."
Our brains have two sides. The right side is emotional, musical and moody. The left side is focused on dexterity, facts and hard data. When you show up to give a presentation, people want to use both parts of
their brain. So they use the right side to judge the way you talk, the way you dress and your body language. Often, people come to a conclusion about your
presentation by the time you’re on the second slide. After that, it’s often too late for your bullet points to do you much good.
The same goes for delivering your thoughts on the air. Your words paint the picture that you give the right side of your listener's brain. Lists and facts are just that without your description and, more importantly, your emotion. And, just as a live audience would size you up by appearance and manner, radio listeners do the same by the words you choose and how you say them.
More powerful than a list of bullet points on a screen is a picture that conjures up an emotion. When you're behind the microphone, that screen is your listener's mind and your picture is the story you tell.
Ever had a listener come up to you and relate a story you told on the air years ago? That's the power of your word pictures and emotion.
That's the power of radio.
Sweet Serenditpity
It isn’t very often that those who play the songs on the radio have a hand in changing the tune of its future. What you’re about to read is a story of a song serendipity as sweet as its lyrics.
In the 1970’s, my radio home was KMPC in
On Mondays, the record promotion people would visit hoping to get their music played and it was one of those Mondays in 1971 that a record by an unknown talent on caught my ear. The singer had been captivated by another artist at the Troubador, a famous
"From the moment he walked on stage, I was spellbound. I felt like he sang to my soul," she would relate years later.
Mesmerized, she returned every night that week. She jotted down her feelings on a napkin and later took the rhyme to her record company, where a well-respected songwriting team finished the song. It was included in her debut album and as a single recording in 1971, resulting in yet another song lost in the shuffle.
I phoned the record company to let them know I would be playing it on KMPC. After sharing the story and the song with my listeners, I received a call from a company that produced music programs for the airlines wanting information about the recording that it might be included in one of their programs.
Two years later, well known artist was traveling from
Days later, she was in the studio interpreting the haunting lyrics in her own inimitable style. Almost as quickly, it seemed, it became the top song in the nation and later became the Song of the Year.
Who can really say how one event will lead to another?
And, who knew that what Lori Lieberman felt when she saw Don McLean at the Troubador that week in 1971 and eventually described to Norm Gimble and Charles Fox at Capitol Records would lead to Roberta’s Flack smash recording, “Killing Me Softly With His Song.”
The Rocket Radio
While technology has come a long way, I find it interesting that just about every radio ever built would still work today. My first was a crystal radio shaped like a small rocket. What looked like the antenna on my new Rocket Radio was actually the tuner and the wired clip was necessary to pick up nearby stations. There was no volume control and amid the crackling sound you could listen to your favorite DJ delivering music through this tiny invention.Back then, it wasn't about the quality of the sound. It was about what was coming from the other end: a person, a show, a feeling.
I recently was given one of these vintage radios and thought I'd see if it still worked. Nothing seemed to bring in a signal until I found a piece of metal railing to attach the small clip. There it was all over again. That crackling. That sound.
I still find it amazing.
This decades old technology still works and even the dynamic of radio's appeal and purpose is still intact. That's the exciting part. No other medium can touch our imagination like radio. The real question lies in how we choose to use this electronic miracle.
I'll keep this plastic gem on my desk as a reminder.
The audience is waiting.
The Ten-Way Tie!
Thinking about your ratings? Consider the following...As the story goes, at a charity walk/run sponsored by a radio station in
The annual event raised thousands for the National Down Syndrome Society and gave children with Down syndrome an opportunity to have a race of their own.
As was the custom, about 12 of these kids lined up to begin the race and when the signal was given to start, they took off, running as fast as their legs would take them. That is, all but one little girl who tripped and began to cry. Hearing her, the others (one by one) stopped and turned around. When one of them came back to help her, the others followed. They comforted her, patting her back and saying, "Don't cry. We'll help you."
Then these 11 precious souls did something that those in attendance will never forget.
Together, they locked arms with their little friend in the middle and together they walked to and across the finish line.
Perhaps the race to our daily finish line can benefit from this story. Someone once said, "When you help others to get where they are going, you help yourself to get where you want to go."
We must remember that before we are competitors, we are broadcasters. How we succeed is more important than that we succeed.
Success can be even more exciting when everyone has a reason to celebrate.
Radio Hope
While the debate over satellite company mergers, Google radio ads, and Internet broadcasting occupies the minds of contemporary radio types, there's something going on in a little corner of the world that is perhaps more relevant than any modern day broadcast controversy.Radio 4VEH in
The historic irony is that, at one time, this "
Radio 4VEH, “The Evangelistic Voice of
That, they have done.
Today the operation embraces all technology to offer its programming via satellite, webcasting, and a self-created network in partnership with many
What is most impressive about this magnificent project, operating solely on prayers and financial gifts, is their creative way of serving their extremely poor audience.
In the early 1960's they began distributing fixed-tuned radios, free to thousands of villagers. They even revisited to change the batteries and later converted to a solar powered model. Beginning in 1999 through today they have offered sponsorship of these radios at $30 each. The campaign has been so successful that enough has been raised for new facilities, which now include satellite downlinks.
I invite you to take a few minutes out of your busy day to watch a video that puts the power of broadcasting into perspective. (There is a touching moment when an elderly man wants desperately to say thank you for his new radio.)
Perhaps it will serve as a reminder of what we can do with this magical medium.
The medium of hope.
Radio Island
The NBA has discovered it's potential; so has IBM, Bank of In Second Life you create a virtual identiy or avatar that can
travel the world to islands created by companies and individuals. There in lies the opportunity for fun and business.
Radio can certainly be a part of this exciting new platform by having yet another stage to wow listeners.
SonnyRadio.com
If your station already has a major online presence (and even if it doesn't), Second Life can give your product just that: a second life.
Think about the last concert you station sponsored and then imagine doing that on the web, virtually.
And, don't leave out your advertisers. They can benefit by the traffic with virtual storefronts, complete with links to their sites and products.
The face of radio continues to change, but the magic of our medium remains the same: emotional contact with the listener.
Build it and they will come.
String Of Connection
The other day I asked my 16 year old son what his current favorite song was and got an interesting answer. He said he didn't have a favorite song, but mentioned a group he really liked. Then I asked how he found out about the group, he said his friends had turned him on to their music and web site. Before I had a chance to ask my next question, he had produced their list of songs downloaded from I-Tunes. Notice something interesting here?
No radio.
The entire process from introduction of new music to it's purchase happened without the use of radio. And, while this phenomenon is nothing new, it's becoming more of the norm these days. Fact is, teens today do not know a world without the Internet.
So how does radio plug back into the mix? Chasing after another technology is not the answer. Using it would be a better choice. Sure, you can simply stream your station and promote it heavily on the air. But, does that really do anything to roadblock listeners like my son. (BTW, these listeners exist in all demographics)
My opinion is that stations need to become pro-active on the web, much like they were selling a product. Email marketing, web advertising, etc. should be a part of how you promote your station.
Take your core artists and create fan pages that exist only your station site. Give you listeners something that will enhance what they already want. Then, use everything from blogs to Craig's List to get the word out.
Today's listeners are like private investigators. They will sniff out product and talent in a Google nano-second. Using web tools as a billboard gets you back in the loop by creating your own string of connection.
Coach Of The Year
Watching the NBA playoffs got me thinking about what the game would be like without a coach. Imagine two teams making decisions without a leader - an authority figure. Someone to call the shots, and more importantly, fire up the team - both collectively and individually.Isn't that what a program director does, or should be allowed to do? Those of us who have been on both sides of the desk know the rewards of each role.
I had the good fortune to work with two of the greatest programmers our industry has ever known: Chuck Blore and John Rook.
During our "NBA playoffs" in radio, both did what great coaches do - they led and inspired. Then they got out of the way. Just knowing they were listening made the game more exciting. The hotline was a source of connection between player and coach. It was our electronic time out.
When Chuck Blore would get that sound of wonder in his voice, you knew something great was about to happen.
John Rook's calculated calls to the control room were conversations I will never forget. Once, while on the air at KFI, I called him to get his blessing for a bit I had prepared. He simply said, "I guess I'm going to hear it."
There's no telling what great athletes or broadcasters might have been without their Coach of the Year.
While not every personality is a Michael Jordan, nor every PD a Phil Jackson, there no denying that every talent deserves a coach and those chosen to direct them should be given that opportunity.
The results can last a lifetime.
Forward Thinking
As I always heard it told, Gordon McLendon's (the radio pioneer) philosophy was always to do three things when it came to promoting your radio station: Tell them what you are going to do, tell them what you are doing, and tell them what you did. As simple as that strategy sounds, it is as valid today as it is was in the 1950's and 60's.
Another time tested listener-builder has been to ask your listener to tell a friend about WXYZ Radio.
Each approach works because, all in all, listeners (especially the loyal ones) are good audience members. They will gladly support their favorite station and/or personality.
Now, can you imagine, if those listeners could pick up the phone, push one button, and instantly contact everyone they know to ask them to listen?
While it wasn't possible back in Gordon's day, it is a reality today. It's called email forwarding and listeners are virally spreading the word to millions around the world as you read this.
From videos to jokes to information you need to know, we all receive it from a friend, digest it, and often pass it on.
At least someone is taking advantage of the world's best advertising machine: Yahoo. Ever notice the little wording at the bottom of most email that simply says, "Do you Yahoo?" It links to a page that lets you set up your own Yahoo email account.
It's no accident that Yahoo remains the number one site in the world according to Alexa.com.
What does this have to do with your radio station? Everything. To begin with, visit Alexa and type in your station's site in the Traffic Ranking window. Anything under 500,000 is respectable. Fact is, most station sites are nowhere near that rating.
The reason could be that they are going about promoting the site using a 1950's approach by promoing the site heavily on the air. This does nothing but tell the listeners they already have to do what they are probably already doing.
Why not have those listeners become your viral work force by bringing thousands of others to the party. By making it easy for visitors to instantly forward a feature, video, audio clip, etc. to a friend, you give them the opportunity to act immediately. Included in that dynamic should be a way for the recipient to sign up for more fun from your station.
The result can be a solid "opt-in" email list beyond your wildest dreams. I know first hand, having grown our SonnyRadio.com member list by 500% in the last month alone by giving every listener an opportunity to instantly share what they found or received from our site.
I shutter to think what Mr. McLendon would have done with this modern day "tell a friend" technology.
Make A Difference
As a writer, my challenge has always been to share stories, observations, and good news that will hopefully make the reader feel better about being alive. Awhile back, I wrote a piece for the San Antonio Express-News that has resulted in response beyond my wildest expectations.
Countless readers from all walks of life have made a point to tell me how much the article touched them and many have mentioned that they actually carry it with them and read it often.
In many ways these words apply to how we in radio treat our listeners and fellow broadcasters.
Several years ago, I was handed a small card and offered God’s blessing by a gentleman in Alamo Plaza and, thinking it was an advertisement, I stuck it my pocket expecting to later throw it away. When I finally read the printing, I realized what a treasure of wisdom I held in my hand. Here are the exact words:
Make A Difference – Six Rules
Rule One - Take responsibility for your life. Stop making excuses. Make yourself responsible for your thoughts, words, and actions.
Rule Two - Be a majority of one. Do what is right and good. Don't worry about being popular.
Rule Three - Don't let the fact that you can't do all you want to do, stop you from doing what you can do. Do something.
Rule Four - Don't hate people who use violence. Evil only begets evil. Love those who don't agree with you.
Rule Five - Always be involved in helping someone. Use your life to enrich those around you. Be a nourisher.
Rule Six - You can make a difference if you fill your life with love and service. Our true wealth and greatness is the good we do.
The kind soul who took it upon himself to print his advice to the world and hand-deliver it to one fellow human being at a time is not a member of the media. He doesn’t have a radio show or a newspaper column. And yet, his action has made a difference.
If you believe, as I do, that God sends us His message when we need to hear it most, perhaps it is no accident that you chose to read this blog.
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