| We are not living in a world where all roads are radii of a circle and where all, if followed long enough, will therefore draw gradually nearer and finally meet at the centre: rather in a world where every road, after a few miles, forks into two, and each of those into two again, and at each fork, you must make a decision. – C.S. Lewis In Appleton, Wisconsin a long haul driver loads his Peterbilt with Summer melons for a cross-country run. Needs to arrive before the harvest turns. In Ohio, Spenser Pigot and his Indy Car crew have the best car but post only a Top 10 finish. Second in two races. The qualifying road must be hoed. Boise, Idaho. A family piles into their mini-van, headed south on I-84 for a weekend in Ogden, Utah. They stop by the Wapi Lava Fields, just because. (Flashback) Middle-aged men at the 2007 NAB Radio Show (in nearly matching pinstripe suits) proclaim radio will be re-branded by the year 2020. That next decade is – 5 months away.Radio has survived the road and the race, regardless of the speed bumps. On a differing roads. Every one of our roads (stations) is unique. Yet – “We built a platform” appears to be the victory chant Some are pristine broadcast and brand chapels while others are in a state of disarray – in need of repair. And the race (strategic battle) is market specific. There IS no cookie cutter. Custom branding and design is messy – and difficult. So – when guys in suits tell you that a race worked in Reno, so it must work in Rochester – or YOUR market? Respond with – “Our road is different”. It’s yours, market unique. Totally exclusive. And the race on – NOW. Next Up – Different Kevin Robinson is a record-setting and award-winning programmer. His brands consistently perform in the Top 3 of the target – often times as the list leader. In his 35 years of radio, he’s successfully programmed or consulted nearly every English language radio brand. Known largely as a trusted talent coach, he’s the only personality mentor who’s coached three different morning shows on three different stations in the same major market to the #1 position. His efforts have been recognized by Radio & Records, NAB’s Marconi, Radio Ink and has coached CMA, ACM and Marconi winning talent. Kevin lives in Indianapolis with his wife of 34 years, Monica. Reach Kevin at (314) 882-2148 or kevin@audiencedevelopmentgroup.com |
