{"id":18563,"date":"2015-09-13T19:54:44","date_gmt":"2015-09-14T02:54:44","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=18563"},"modified":"2015-09-14T00:05:50","modified_gmt":"2015-09-14T07:05:50","slug":"radio-manager-to-dj","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2015\/09\/radio-manager-to-dj\/","title":{"rendered":"RADIO MANAGER TO DJ: \u201cI don\u2019t give a ____!\u201d"},"content":{"rendered":"

\"Radio<\/a>A Loyal Reader Writes:<\/span><\/strong><\/p>\n

I don’t normally complain like this, but I feel compelled to do so. <\/span><\/p>\n

I host a small market midday radio program that’s a ’70s, ’80s, and ’90s retro show. Each day we highlight a different year, featuring sound bytes, commercials, news, and TV theme songs from that year, along with the Top 40 hits of the time.<\/span><\/p>\n

The show runs 2 hours, which includes three 6-minute commercial breaks and one 4-minute news break each hour\u2026plus listener requests from songs of that era.<\/span><\/p>\n

Yesterday I was told that I would be conducting an interview with a client on my show. <\/span><\/p>\n

I made a face, and my general manager said, “WHAT??”<\/span><\/p>\n

“That’s during the retro show,” I responded. <\/span><\/p>\n

“AND???”\u00a0 <\/span><\/p>\n

“It throws off the groove of the show and stops it down for 10 minutes.”<\/span><\/p>\n

The GM said, “I don’t give a ____ about your show. I’m trying to impress this client. What do I tell them \u2014 No??”<\/span><\/p>\n

“This isn’t a typical midday show. It’s a specialty show that attracts a specific audience because of what they hear. I’m concerned about THE LISTENER.”<\/span><\/p>\n

Then again, our GM doesn’t believe in ratings. She says, “You buy the book, that’s how your numbers increase.” <\/span><\/p>\n

It seems to me if everyone bought the book, then everyone would be #1, and that’s obviously not the case. <\/span><\/p>\n

You seem to sympathize with in these situations. What’s your reaction?<\/span><\/p><\/blockquote>\n

The GM Doesn’t Believe in Ratings.<\/span><\/strong><\/h2>\n

1.\u00a0 Isn\u2019t it odd that radio managers and program directors never question the ratings when their stations do well?<\/span><\/p>\n

2. Since I first got into radio, I\u2019ve heard \u201cknowing\u201d managers declare that subscribing to Arbitron (now Nielsen Audio Services) is the surest way to increase your ratings.<\/span><\/p>\n

I\u2019ve never heard, however, of an instance where that allegation was demonstrated to be true.<\/span><\/p>\n

A manager who says \u201cthe only way to get good ratings<\/a> is to buy the book\u201d understands the radio business as well as the listener who confidently says, \u201cI\u2019ll tell you how your station can get better ratings. Just play better music!\u201d<\/span><\/p>\n

The Impressions the Client Gets<\/span><\/strong><\/h2>\n

1.\u00a0 \u201cThis radio station is so desperate for money that it will do whatever I want them to do.\u201d<\/span><\/p>\n

2.\u00a0 \u201cThis radio station has no respect for its own product.\u201d<\/span><\/p>\n

Probably a few people reading this are thinking, \u201cSo? This is<\/strong> supposed to be a business. We are<\/strong> trying to make money, you know.\u201d<\/span><\/p>\n

To those few people I say, \u201cThe GM has trained that client to expect ridiculous demands to be met without question. Be thankful you\u2019re not the account executive who has to deal with that client in the future.\u201d<\/span><\/p>\n

Recommended Resource:<\/strong>
\nThe Psychology of Broadcast Management<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

A Loyal Reader Writes: I don’t normally complain like this, but I feel compelled to do so. I host a small market midday radio program that’s a ’70s, ’80s, and ’90s retro show. Each day we highlight a different year, featuring sound bytes, commercials, news, and TV theme songs from that year, along with the […]<\/p>\n","protected":false},"author":30,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":{"0":"post-18563","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nRADIO MANAGER TO DJ: \u201cI don\u2019t give a ____!\u201d<\/title>\n<meta name=\"description\" content=\"The radio station\u2019s general manager told me, \u201cI don\u2019t give a ____ about your show! 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