EIGHT WAYS FOR A PD TO
AVOID BEING A DUMMY
by Dan O'Day
hire a great second baseman and then put him in the line-up as
force-feed the show (e.g.,
with ideas you've heard in other markets).
try to reduce creative entertainment to a rigid formula...
unless you think algebra is entertaining.
the label on the wine bottle says "Ripple," don't expect
to find a fine chardonnay inside.
hire someone to do the kind of show you want; hire the kind of
show you want.
hotline your jocks.
expect to win by removing negatives. You win by giving people
a reason to listen.
allow anyone else at the station to annoy the air talent. (That's