SonnyRadio Blog

The Kid At The Window

2011-02-20T10:55:00.000-06:00

Early on in my radio career, weekday afternoons at 3, I would enter the control room in the original KTSA building located at 4050 Eisenhauer Road in San Antonio, Texas, to do what I have always loved: radio.

Around 3:40 pm a vision would appear at the studio window that I have never forgotten. As I turned to look out, there, amid a field of Texas Bluebonnets, was an 11 year old boy sitting on his bicycle with a small transistor radio taped to the handle bars.

He would sit, watch, listen, laugh, and learn.

Since no visitors were allowed in the control room, I would often go outside to say hello, offering him advice, encouragement and occasionally giving him record albums or movie passes. These gifts were not why he came.

He wanted to be in radio one day.

Shortly after 6 pm, as my show ended, he would wave goodbye, put up his bike’s kickstand, and roll off back home.

In the summertime, while other children were spending the afternoon playing ball and swimming, he’d still appear at my window, often with a towel tied around his small neck and draped on his shoulders like Superman.

He was a small boy with big dreams.

Over the years, I had often wondered what ever became of him. Then, one day, decades later, I received an email that brought tears of joy to my eyes.

The message was from “the kid at the window”, relating that after college graduation with a degree in communications, he landed his first job in radio, came up through the ranks, and was now the general manager of a radio station in upstate New York. He had made it.

He was writing to say thank you for my positive influence and mentioned that he never passed up an opportunity to help a novice along the way.

His letter served to remind me that we are never too young to dream and always in a position to inspire a fellow dreamer. It’s been said that the true symbol of success is two arms: one stretched up to reach for help and the other extended downward to help another.

And, isn’t this true about anything we say and do around other human beings? We teach and help by the most powerful method ever known: our actions.

Albert Schweitzer once wrote, “Example is not the main thing in influencing others, it is the only thing.”

As you reach for your personal dream daily, may you take heart and pride in knowing that someone is always watching.

Sonny Melendrez is a broadcaster, inspirational speaker, and author of “The Art of Living With Enthusiasm!” For booking information email: sonny@sonnyradio.com or visit www.SonnyMelendrez.com

A Wizard of Words

2009-03-12T23:30:00.003-05:00

Paul Williams has a secret.

I had the pleasure of reconnecting with the famed songwriter recently at the ASCAP (American Society of Composers, Authors, and Publishers) Latin Music Awards in San Juan, Puerto Rico. We first met in Los Angeles when he appeared on my KMPC Radio show.

His timeless words can have you singing for hours and it's there's no telling how many have associated a memory or emotion with his precious lyrics.

As I write, I look out on an unusually cold and wet morning in San Antonio and remember, "What I feel has come and gone before. No need to talk it out. We know what it's all about. Hangin' around, nothing to do buy frown. Rainy Days and Mondays always get me down."

Another of his classics, We've Only Just Begun, first recorded by the Carpenters, has become anthem for newlyweds around the world.

Just An Old Fashioned Love Song (Three Dog Night), Evergreen (written with and sung by Barbara Streisand), You and Me, Against The World (Helen Reddy), and one of my personal favorites, Waking Up Alone, are but a sampling of how his pen has touched listeners around the world.

As this little giant once said, "There are those who listen and those who wait to talk."

So, what is Paul's secret?

Is it that he proudly celebrates 18 years of sobriety after, "misplacing a decade," and now speaks of life, love, and creativity, having been recognized by UCLA as a Certified Drug Rehabilitation Counselor?

No, Mr. Williams' real secret can be found in the lyrics of what is surely his greatest work to date, Rainbow Connection, written for Kermit the Frog. You see, anyone who could give birth to the thought, "Who said that ev'ry wish would be heard and answered when we wished on the morning star? Somebody thought of that, and someone believed it. Look what it's done so far," will surely be forever young.

Paul Williams has not only discovered the Fountain of Youth, he's provided us with a musical map.

He continues to look at life through the twinkle in his eye, comforting those of us who still believe in magic, reminding, all the while, that if we never give up, someday we'll find it, the Rainbow Connection. The lovers, the dreamers and a wizard named Paul.

A Radio Moment

2008-11-24T21:25:00.009-06:00

"I just had a YouTube moment," the email from my dear friend, Bill Young, read. He had just stumbled upon a great piece of rock and roll radio history. It was the legendary Rick Shaw's final set on Magic 102.7 in Miami where he had endeared himself to legions of adoring fans.

It's hard to watch this beautiful goodbye from a gentle giant without realizing what a gift radio was for so many from that era who got to do what others have only dreamed of. At one point, he says that disc jockeys back when he started, "weren't burdened with that 'Here's how we used to do it mentality,' because no one had ever done what we were doing."

Funny thing about radio, it has a way of giving you the opportunity to touch millions, one listener at a time. When all is said and done, what they will remember most is how you made them feel.

Whether you are a seasoned pro like Rick Shaw or just getting started and wondering if radio is still a fun place to be, what you are about to watch will give you glimpse into the soul of a real broadcaster.

Abrasive Vs. Pesuasive: The American Talk Host

2008-08-14T08:20:00.008-05:00

As a listener to talk radio, I often find myself imagining what other listeners are feeling viscerally about what's coming out of their speakers. Knowing much of the direction given to or taken by today's talk masters (Find a hot topic and take a stand - preferably an unpopular one.) to make the phones ring, gives me more insight and appreciation for those who do it with talent that attracts, instead of talk that attacks.

I remember hearing about a poll taken among American talk show junkies. While all admitted to being hooked on the conversation of the airwaves, over 80% said it didn't make them feel good. While this may not be the purpose of any given topic, it can be a byproduct of what may be the most be the most powerful tool a host can use: respect for every caller.

I've never met George Noory, but I can't help but feel that he would be the same kind individual in person as the one heard by millions on "Coast To Coast AM". While his topics may not elicit heated arguing, his listener etiquette is quite endearing.

Singer/songwriter Paul Williams once said, "There are those who listen and those who wait to talk." George and others who understand the long lasting benefits of this dynamic are reaping the rewards of loyal ears. These are the listeners who will stop a host and say, "I'll never forget when..." and go on to describe an act of radio kindness. Anyone can pot down a caller who disagrees, but a real talent can adjust the sails to capture the wind.

If the pen if mightier than the sword, perhaps the respectful approach can be just as persuasive. I applaud those who have the foresight to take the high road to the top of the ratings mountain.

Listeners may or may not remember what you said today, but they will long remember how you made them feel.

The Perfect Winner

2008-05-29T12:16:00.003-05:00

Any radio personality who has ever given away a big prize on-air will tell you that women make the best winners. It's a simple fact. They just do. Women have no problem screaming with excitement, no matter who may be listening (or watching.) Ask Bob Barker.

However, the fact remains that when you attempt to payoff a major contest after weeks of promotion with a live call, anything can happen. The same holds true for follow up calls.

Once, while I was doing mornings at KTFM-FM in San Antonio, our program director, Bill Thorman, created a 20-Songs-In-A-Row contest. The idea was to have listeners write down every song they heard and when called, read back the last 20 song titles. Sounds like a lot of work, but the prize was $50,000!

After weeks of promoting the contest, on a Friday morning, I drew a name and made the call. Our listener rattled off the songs and won the money. To add to the drama, we went immediately to her home with a Brinks Truck and TV crew in tow. On air, she had been the perfect winner with lots of energy.

Before we left she mentioned that she wanted to celebrate by having a big party and invite the morning team.

The following Monday morning, we called her live (with no delay) to ask how her weekend went and find out when she was planning to have her party. Again, this was live on KTFM. And so, in the middle of morning drive, as she answered, our listeners heard, " I spell country, C-O-U-N-T-R-Y, 100!"

She had moved on to one of our competitors and another contest.

Everybody has a story. What's yours?

Maybe

2008-05-22T09:05:00.005-05:00

Radio can learn much from the NBA playoffs. While sports analogies are constantly used in business settings, there is great inspiration to be derived from those who succeeded against all odds. The latest Michael Jordan Nike commercial,simply entitled, "Maybe", asks a question that champions of the future need to hear to stay motivated and focused. It has to do with excuses many use for not succeeding.

As the playoffs unfold, millions of arm chair coaches share their opinions the morning after about what could have happened and why it didn't. Radio's playoffs are ongoing and while many will dwell on why things aren't the way they were, others are busy taking to the waves of the new stream. They realize that what has changed is the way we deliver radio.

The web, podcasting, and satellite are not the competition. They are the "auxiliary delivery systems". When traditional stations embrace these audio vehicles, the ride is so much smoother.

Michael Jordan always found a way to do what he could, where he was, with what he had. He never made excuses and put his energies into creating new opportunities.

Will broadcasters follow this legendary example? Maybe.

The Best In The World

2008-05-15T11:55:00.005-05:00

Red McCombs is about as big a dreamer as you could ever hope to meet. As as a professional sports owner, (Vikings and Spurs), broadcaster, cattle baron, automotive mogul, land developer, and philanthropist, Mr. McCombs has an uncanny ability to see the future and , perhaps more importantly, appreciate the present.

During a recent visit, Red shared something with me that might help you to understand your role as a professional broadcaster. He said that at the beginning of every camp he would talk to young NBA and NFL players in an effort to put their careers in perspective.

He told them, "You are in a position to do what many only dream of and will someday look back and realize what a golden opportunity you were given. You get to compete with the best in the world. Think about that. You will take to the court (or field) with the best there is. How you take advantage of this place in your life is up to you."

Red's words can ring true for those given the grand gift of radio responsibility. Every microphone is an chance to give your audience the "best in the world." Who is to say that what comes out of speakers in a small market can't be as powerful and polished as any other market.

When I asked Red what motivates him, he gave me an insight into someone whose life is filled with purpose and gratitude.

"At the beginning of each day, I thank the Lord for another opportunity. And, at the end of my day, after saying my prayers, I think about what I might have done to make a difference, to be a good husband, father, business partner, and human being."

Words of wisdom from a man who has never taken for granted the good fortune to share his talents with "the best in the world."

The Art of Communication

2008-05-08T08:46:00.003-05:00

Several years ago, at a radio conference in Los Angeles, I remember the legendary programmer, Paul Drew, was in the "hot seat" of the main session, allowing any and all questions from the audience. Before taking the first question, he shared an experience he had earlier that day.

Paul had visited the McDonald's headquarters in Los Angeles and said he was impressed with a creed that was hanging on the walls of all the stores entitled, Press On. He sincerely read the pledge and continued with the session.

The next radio mogul in the hot seat was the equally famous Pat O'Day who shared that he had visited a Kentucky Fried Chicken that day and found this message on their wall: "This week, push the mash potatoes."

Needless to say, his comment brought a roar of laughter from the crowd.

I found it interesting that both Paul and Pat successfully used two key elements of effective communication: optimism and humor.

I was reminded of the story when I recently spoke at an Optimist Club meeting and listened to their timeless creed:

Promise Yourself:

To be so strong that nothing can disturb your mind.

To talk health, happiness and prosperity to every person you meet.

To make all your friends feel that there is something in them.

To look at the sunny side of things and make your optimism come true.

To think only of the best, to work only for the best and to expect only the best.

To be just as enthusiastic about the success of others as you are about your own.

To forget the mistakes of the past and press on to the greater achievements of the future.

To wear a cheerful countenance at all times and give every living creature you meet a smile.

To give so much time to the improvement of yourself that you have no time to criticize others.

To be too large for worry, too noble for anger, too strong for fear and too happy to permit the presence of trouble.

Some things never go out of style.

Got Traffic?

2008-05-01T10:18:00.012-05:00

Radio has come a long way since the first radio station web site was published on the net. Sites are full of flash, content, and interesting blogs for listeners. The problem that most stations still struggle with is how to monetize these sites into profitable stand-alone entities.

To simply assume that if you build a great site and promote it on your radio station is enough, is to assume that your listeners multiply overnight. In other words, constantly promoting the site to the same group of people does little to grow your site audience.

When our site-SonnyRadio.com was launched in 2001, the vision was to build and grow a world-wide entertainment site that would attract visitors who would tell others about what they found virally. We have constantly operated pro-actively toward that vision.

Our success has exceeded our wildest dreams. Since our niche is Boomers, their children and parents, we are muliti-generational in our appeal. Recently, Nielsen premiered their new Internet video streaming ratings showing SonnyRadio.com as No. 2 in the U.S. for February, 2008 in our target demo and second only to eBay.com. Source: http://blogs.mediapost.com/research_brief/?p=1691

Keep in mind that we achieved this milestone without terrestrial radio or newspaper support. Our send-along-marketing approach continues to grow the membership daily.

In consulting radio stations looking to increase traffic dramatically, I always stress two key ingredients: A list and a plan. The list is your email database of those who visit and sign up for alerts, newsletters, contests, etc. The plan is how you let these key visitors know about something new and exciting on your site, not limiting yourself to loyal listeners.

When you build it and they don't come back, you must take it to them and give them a reason to share it with others. That's the power of virally growing your station's site and having a story to tell potential advertisers.

Life After Radio

2008-04-24T08:43:00.012-05:00

I spoke to a group last week about the trials and jubilations of being a radio entrepreneur. Often times, the stress of working on your own can seem overwhelming. This can also apply to many who find themselves “just out of radio”, but with a burning desire to still be a part of the industry. The question becomes how and finding the motivation to get started isn’t always easy.

That being said, I want to share some quotes from entrepreneurs; some famous and some, not so famous. May they lift your radio entrepreneurial spirit!

I have not failed. I've just found 10,000 ways that won't work - Thomas Edison, inventor and scientist

The only place where success comes before work is in the dictionary - Vidal Sassoon, entrepreneur

Entrepreneurship is living a few years of your life like most people won't, so that you can spend the rest of your life like most people can't -Unknown (My favorite.)

Every worthwhile accomplishment, big or little, has its stages of drudgery and triumph; a beginning, a struggle and a victory - Mahatma Gandhi, political and spiritual leader

Failure defeats losers, failure inspires winners - Robert T. Kiyosaki, author, entrepreneur, investor

Entrepreneurs average 3.8 failures before final success. What sets the successful ones apart is their amazing persistence - Lisa M. Amos

Once you say you're going to settle for second, that's what happens to you in life - John F. Kennedy, U.S. President

In preparing for battle I have always found that plans are useless, but planning is indispensable - Dwight D. Eisenhower, U.S. President

The greatest reward in becoming a millionaire is not the amount of money that you earn. It is the kind of person that you have to become to become a millionaire in the first place - Jim Rohn

Some people dream of great accomplishments, while others stay awake and do them - Anonymous

Experience taught me a few things. One is to listen to your gut, no matter how good something sounds on paper. The second is that you're generally better off sticking with what you know. And the third is that sometimes your best investments are the ones you don't make - Donald Trump, real estate and entertainment mogul

The entrepreneur in us sees opportunities everywhere we look, but many people see only problems everywhere they look. The entrepreneur in us is more concerned with discriminating between opportunities than he or she is with failing to see the opportunities - Michael Gerber, author, entrepreneur

An entrepreneur tends to bite off a little more than he can chew hoping he'll quickly learn how to chew it - Roy Ash, co-founder of Litton Industries

The critical ingredient is getting off your butt and doing something. It's as simple as that. A lot of people have ideas, but there are few who decide to do something about them now. Not tomorrow. Not next week. But today. The true entrepreneur is a doer, not a dreamer - Nolan Bushnell, founder of Atari and Chuck E. Cheese's

I will tell you how to become rich. Close the doors. Be fearful when others are greedy. Be greedy when others are fearful - Warren Buffet, investor and billionaire

I never perfected an invention that I did not think about in terms of the service it might give others... I find out what the world needs, then I proceed to invent - Thomas Edison, inventor and scientist

Twenty years from now you will be more disappointed by the things that you didn't do than by the ones you did do. So throw off the bowlines. Sail away from the safe harbor. Catch the trade winds in your sails. Explore. Dream. Discover - Mark Twain, author

May you always do what you love and love what you do. While it’s easy to say that the world has changed, or more specifically, that the world of radio has changed, I would say, “So what?” Things have always changed. And, while God may have other plans for you, nothing can be accomplished without your enthusiastic participation and vision of success.

Radio on!

The World According To Talk Radio

2008-04-17T06:17:00.006-05:00

I have often wondered what famous historical figures would have sounded like as guests on today's talk shows. Imagine Abraham Lincoln discussing slavery with Imus, Rush Limbaugh going head to head with Benjamin Franklin on foreign policy, or Dolley Madison on The Laura Ingram Show. No doubt it would have made for some interesting conversation. But, how would today's "hardball" approach fair with yesterday's more respectful atmosphere?

Has talk radio, under the cloak of a "climate change," become more self-serving rather than serving in the public interest?

I recently discovered an essay published in 1931 entitled The World As I See It. I'm sure the author would have made a great guest, but wonder how he would have been treated. Before I tell you who wrote it, let me share an excerpt that addresses the search for and the meaning of true happiness:

"I have never looked upon ease and happiness as ends in themselves -- this critical basis I call the ideal of a pigsty. The ideals that have lighted my way, and time after time have given me new courage to face life cheerfully, have been Kindness, Beauty, and Truth. Without the sense of kinship with men of like mind, without the occupation with the objective world, the eternally unattainable in the field of art and scientific endeavors, life would have seemed empty to me. The trite objects of human efforts -- possessions, outward success, luxury -- have always seemed to me contemptible.”

Who is this man who lived a life filled with kindness, beauty, and truth? And, who goes on to say that the most beautiful experience we can have is the mysterious: That is, the zest and quest for knowledge.

These are the thoughts of one the greatest thinkers the world he loved has ever known: Albert Einstein.

Let's go to the phones.

The Good Word

2008-04-10T06:32:00.004-05:00

Do you remember the best radio company you ever worked for? Perhaps it is where you are now?

Chances are, the reason for your choice is one simple ingredient that could be missing in radio today.

It's something that corporate America is rediscovering the hard way.

As the story goes, there’s a word that a potential candidate must use to describe their future job at Dell Computers before they are even considered for the position.

That word is: Fun.

Apparently, the culture at Dell is built around a principle that more and more companies are subscribing to: A happy employee is a productive employee.

This comes at a time when the contentment level of the American worker is at an all-time low. A whopping 76% of those surveyed said they dislike their job.

While it’s easy to say, “If you don’t like something, don’t do it,” most feel they don’t really have choice.

They do.

The choice comes in making the best of the hand you’re holding while making plans for a new game all together. That choice comes from a change in attitude and a sense of hope.

Veteran Texas singer Augie Meyers said something in an interview that I will never forget. He said, “I do what I have to do, so I can do what I want to do.” In his case, he was talking about the gigs he would sometimes, rather not do. They help to pay the bills and fund the fun.

Perhaps, that what that choice is all about: funding our fun with money and thoughts. Positive thinking is attitude well-earned. It keeps you focused on how you want to and can feel.

While we all can’t work at Dell, Southwest Airlines, Disney, or Google, we can live in a world we build for ourselves. It is a world of the hope of a better tomorrow and a productive today. More importantly, it ‘s a world where work and fun are one in the same.

Are you having fun, yet?

The Future of Radio

2008-04-01T10:05:00.012-05:00

I received a note from Don Barrett of LARadio.com this week, that read:

Many Los Angeles Radio People have concerns about the current state of L.A. radio - hiring freezes, layoffs, one company losing $850 million last quarter, another company on the cusp of going private for $19 billion or not, and another multi-entertainment company unhappy with the performance of the radio division.

If you were in charge of L.A. radio, what would you do?

Here is my reply:

Dear Don,

For many, it is no surprise that radio is in trouble. Those of us who are proud to have shared the airwaves in Los Angeles when radio still commanded a sizable audience, know what hard work it takes to attract and keep a listener entertained.

Perhaps, therein lies the whole problem. In that one word: Entertainment.

No matter the format, if what comes out of the speakers is not compelling enough to cause those sit-in-your-driveway moments, then it's not good radio.

A story I heard recently comes to mind that applies. It seems two businessmen came across a small diner that made fabulous soup. People came from far and wide, it was so good. The pair bought the place and made it bigger. As their business grew, so did the profits.

Then one day, they decided that they could increase their revenue even more by adding just a little water to the soup. Before too long, people stopped coming. They upped their prices to make up for the losses and eventually, the restaurant went out of business.

Somewhere along the way, in Los Angeles, and markets across the country, someone started adding water to our radio soup. Profits soared, but listeners stopped coming around.

iPods didn't wound radio. Neither did the Internet. It happened because someone panicked and needed to show a quarterly increase to those who weren't radio people.

So, how do we fix it?

LA station owners can begin by letting Program Directors live up to the title.

Let them "direct the programming," not sell it.

Give them the power to, once again, be able to say, "That's not good enough for our radio station."

Let them proclaim that, "This radio station is not an infomercial. We are broadcasters before we are salespeople and our standards apply 24/7, weekends included.

Let them hire the best talent they can find, no matter the price, and let them grow these superstars by giving them space to take flight. Let the excitement continue after the morning show.

Let them cook up and serve radio promotions that have the whole town talking and contests that "compete" with, rather than "compliment" other stations in the cluster. May the best chef win.

Radio in Los Angeles is not dead. It is in intensive care and there are "doctors" just waiting to be asked and given permission to save it. This is brain surgery, but we have surgeons who have given their lives to attending to this magical medium.

As long as the ears on the other side of the microphone still belong to living, breathing, human beings who laugh, cry, and respond to live entertainment, we have a chance.

I say we do it! If only to leave our children with something worth becoming: A broadcaster.

WSJC - The World's Smallest Radio Station

2008-03-26T09:17:00.007-05:00

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."

Born Standing Up

2008-03-24T18:16:00.002-05:00

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

2008-03-24T18:04:00.001-05:00

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

2008-03-24T18:02:00.001-05:00

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

2008-03-24T17:55:00.001-05:00

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

2008-03-24T17:45:00.002-05:00

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 Omaha that he bought after he got married 50 years ago. He says that he has everything he needs in that house. His house does not have a wall or a fence.

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

2008-03-24T17:29:00.001-05:00

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

2008-03-24T15:11:00.001-05:00

While some may argue that today's kids have got it made, in reality, they may be missing out on one of the most important experiences of growing up: Imagination.

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

2008-03-24T14:46:00.001-05:00

A media icon an fellow member of the Texas Radio Hall of Fame is celebrating 50 years on San Antonio radio and I'd like to take just a tiny bit credit.

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 Los Angeles was calling me and I left to accept the job of programming KIIS with Chuck Blore.

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 San Antonio in 1985, he was still on and continues to this day. He is living proof that what your heart desires and your talent confirms should not be denied.

Congratulations to Ricci Ware on this magnificent career and for listening to the radio in his heart.

The beat goes on.

Smelling The Popcorn

2008-03-24T14:42:00.002-05:00

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

2008-03-24T14:10:00.001-05:00

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

2008-03-24T14:06:00.003-05:00

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

2008-03-24T14:06:00.002-05:00

That simple thought can be the difference between connecting and not connecting with your listeners.

"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."

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.

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

2008-03-24T14:02:00.003-05:00

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 Los Angeles -- one of America’s great personality radio stations. I was a kid, surrounded by the likes of Dick Wittinghill, Wink Martindale, Gary Owens and other radio superstars.

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 Hollywood night club.

"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 New York to LA and happened to hear the program with the song by the unknown artist. By the time her American Airlines flight touched down at LAX, she was convinced she should record it as soon as possible.

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

2008-03-24T13:58:00.001-05:00

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!

2008-03-24T13:51:00.001-05:00

Thinking about your ratings? Consider the following...

As the story goes, at a charity walk/run sponsored by a radio station in Seattle a few years ago, a group of youngsters taught the crowd a lesson they will never forget.

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

2008-03-24T13:38:00.002-05:00

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 Haiti offers hope to listeners whose lives are filled with difficulty, desolation, and despair. In an area where the average wage is $360 a year, this radio station uses its AM/FM and short wave bands to change the world one listener at a time.

The historic irony is that, at one time, this "Pearl of the Antilles" was perhaps the richest colony in the world in the days of Christopher Columbus.

Radio 4VEH, “The Evangelistic Voice of Haiti” (La Voix Evangélique d'Haiti) was founded in 1950 by Rev. G.T. Bustin to "bring light into spiritual darkness."

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 US stations.

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

2008-03-24T13:34:00.001-05:00

The NBA has discovered it's potential; so has IBM, Bank of

America

, and a host of others: It's Second Life. Created by Linden Lab in San Francisco, the virtual world of SecondLife.com boasts over 7 million members and grows daily. While it may, at first, seem like a virtual reality novelty, once you visit it is easy to see the potential and the impressive use by those companies "who get it."

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 is building Radio Island: A virtual media center complete with studios and performance venues. When finished, Radio Island will invite listeners to exclusive live online concerts, celebrity interviews, and more. Our "signal" is broadcast throughout the island as visitors explore the "acres" of our virtual paradise. The possiblities are limited only by our imagination.

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

2008-03-24T13:30:00.001-05:00

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

2008-03-24T13:27:00.001-05:00

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

2008-03-24T13:02:00.001-05:00

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

2008-03-24T12:47:00.002-05:00

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.

At Your Service

2008-03-24T12:16:00.001-05:00

I am a big fan of service that goes above and beyond what a customer might expect. A few years ago, on my way to the station, I stopped at a local drive thru to pick up some breakfast. It was 4:15 AM. The voice at the other end of the speaker said politely and clearly, "Good morning and welcome! How may I serve you?" I thought it was a dream. Surely this was not what I was used to, especially at this time of the morning.

When I reached the window, a delightful lady named Ruby introduced herself and in a very mom-like way announced, "We're making some fresh bacon for you, so it will be a second. Now, you said you wanted two sugars?" All the while, she was actually putting the cream and sugar in the cup, stirring, and even pulling back the opening on the lid. (Mind you, this is not exactly Starbucks.)

I couldn't wait to get on the air to share the experience with my listeners and write a letter to the president of the company she worked for.

Every morning thereafter she would have my order waiting. Then one morning, Ruby did something that taught me a lesson I will never forget.

Since we give away so many prizes on the radio, it is not unusual for listeners on the street to stop us and ask for a CD, etc. After handing over my order, Ruby asked, "Sonny, I was wondering whether or not you had tickets for tonight's (San Antonio) Spurs game?"

I thought to myself that if anyone had a right to ask, it was Ruby. I shook my head and replied, "No, Ruby I'm afraid I don't." She then reached into her pocket and said, "Good! Because, I would like you to have mine. You see I was chosen Employee of the Month and given theses tickets. And, since I can't use them, I would like you to have them. After all, you are my best customer.

As you can well imagine, Ruby did not last long in that position. She now has daytime hours as a manager for our local City Public Service. Cream rises.

The opportunity to deliver surprisingly great service is available to all of us, especially in radio. We are in the people business and can learn from other industries how to make a listener for life.

Imagine calling back a listener who checked in on one of your talk shows and asking if they found the producer to be courteous, similar to the calls major car manufacturers make after a client has brought their car in for servicing.

To this day, I make it a point to stop everything when a listener calls asking for the title of a song "that was played sometime last week and has the word love in it." I especially enjoy getting their address, purchasing the song (if we don't have it), and mailing it to them.

Ridiculous? Outrageous? Yes, but that's what "At Your Service" is all about.

Born To Broadcast

2008-03-24T12:12:00.002-05:00

Jim Rose is a broadcaster. From his home in Houston twice each week he passionately edits a newsletter that is read by many of the most brilliant minds out-of-broadcasting. That's right. I said, "Out of broadcasting."

Each week as I read Jim's wonderful newsletter I can read between the lines of the countless emails he shares. They are the words of some of the best talents ever to grace the airwaves. They write about the fun they had and how much they loved working side by side. Their unselfish tributes to their mentors speak volumes about why they chose radio in the first place.

I find it ironic that they no longer do what they were born to share. Somehow, something happened along the way. These magnificent communicators were silenced and sent on their way. Forget the fact that they weren't through giving it their all.

I dare say that if you asked many of them this question: "If you could make a comfortable living doing your kind of radio again, would you consider coming back?", the answer would a resounding, YES!

Imagine the program directors who still know how to create excitement; the general managers who thrill to letting their competition know that their station will not be outdone; and the radio personalities who can still touch one listener at a time.

Imagine what listeners could experience once again.

Radio is something you never forget how to do. It gets in your blood and runs through your soul. It can't be explained; only experienced.

Perhaps one day soon, some brilliant mind will tap into this goldmine of talent and passion. Perhaps someone will realize that how someone listens to our beloved radio has nothing to do with why they listen. Ipod or transistor, the dynamic remains unchanged. People still laugh, cry, and are moved for the same reasons. Many of those who learned how to do it haven't forgotten how. Nor have they forgotten the day they realized that they were...born to broadcast.

To Dream With Courage

2006-05-02T21:46:00.003-05:00

"Courage is the main quality of leadership, in my opinion, no matter where it is exercised. Usually it implies some risk--especially in new undertakings. Courage to initiate something and to keep it going-- pioneering and adventurous spirit to blaze new ways, often, in our land of opportunity."
- Walt Disney

I never met Walt Disney, but I was introduced to his philosophy in the summer of 1983. I had come to the Walt Disney Company with an idea for a show called "Saturday In The Park." It was quite an ambitious project I was proposing: Every show would be done on location at an national or amusement park throughout the country. I would gather a group of kids and together we would explore the park and discover "guest stars" along the way.It was that grand idea that brought me to the table and while it was not what they were looking for, it led to another Disney project. The result was hosting an new show on a new medium: The Disney Channel. It was called, "You and Me, Kid."For 10 years, the program taught parents and kids how to have fun by using their imagination.

I am continually approached by those who watched as children.The experience taught me two valuable lessons:

One was the viewpoint of a man named Walt: To never say never and never stop looking at the world through the eyes of a child.
And, secondly, that what you may dream of may take you to something bigger and better.

May we all dream with courage.