We Now Interrupt Your Summer


(By Loyd Ford) The trouble with the truth is that truth can be difficult and humans love avoiding difficulty as long as we possibly can. Still, there’s always room for the unexpected and that doesn’t have to be simply continuous bad news for radio’s creative employees until our part of the industry just fades away in a small puff of grey cloud dust.

Industry players (competitors) shift and change direction all the time take in a variety of different industries specifically to suddenly grab an advantage that can turn into millions of dollars. Since it’s still July, I will mention the founding fathers of our country and say that sometimes even entire government structures or complete rule changes like it did in 1776 right here in this country. That means that someone has to be brave, stand up and say, “No more for me!” Remember John Hancock with his super-large signature? Of course you do.

Forgive me, but it’s time to bring up that when I was a kid the pastor used to say, “The wages of sin is death.” Let’s translate: You see them – major radio companies hauling around debt like a ticking time bomb. Boy, they’ve been creative, haven’t they? Using accountants and then private equity to squeeze their way to the middle of the pack.
Someone once said, “You can’t save your way to the top.” You don’t have to follow them.

In fact, this article is highlighting that now might be the best time to divert from worrying about where they are going and to stop following their practices.

Might I suggest that once we see that something is bad for our health….we shift away from the behaviors killing us. But let’s not have me suggest it here.

Buzz Knight said in his recent blog for Radio Ink; “If the radio business acknowledges the importance of its strengths, maybe it won’t eliminate so many crucial positions. In fact, maybe the business can recommit to its core values and principles.”

Radio personalities are our tremendous assets. Our morning shows and other personalities are what sets us apart from streaming, from SiriusXM, digital marketing and all other competitors. In fact, as we roll toward 2022, I hope – as a part of a shift in direction away from homogeny – our talent (and sales) will see social media and new technologies as a powerful set of resources we can use in a more fun way to showcase that the real party is on the radio over-the-air or on other devices because that’s where our personalities are today.

In combat they say, “There is nothing like boots on the ground.” The same can be said of sales, and you know it. By the way, new shining things sure are pretty, but local radio is connective, powerful and proven to be consistently effective for businesses that need customers now. Our relationships with listeners? That’s boots on the ground.

We’re radio. The power of radio is local. It’s personalities. It’s companionship, influence and connectivity that you can get no where else. So, brace up, be the people that say, “No more for me!” It’s time to break out to use the unnatural advantages that we already know come natural to local radio. After all, who doesn’t want this to turn around? You know it’s time.

Loyd Ford consults radio stations, coaches personalities, and provides behavioral and strategic programming to radio with RPC. If you’re on the Clubhouse app, you can join Loyd’s radio pro encouragement group “The Encouragers.” Reach him anytime. 864.448.4169 or [email protected].


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