As a Programmer, I believe in…

Knowing the audience backwards and forwards—The songs they listen to… what they do for a living… where they are when they listen… what they’re buying and consuming… overall lifestyle habits and characteristics… Every aspect needs to be explored.

Being seen anywhere and everywhere— For those who don’t know, and for those that need reinforcement. Expose the station both traditionally and in places you’d never expect the station to be.

Balanced, informative, entertaining content—All components of the radio station complementing each other equally, moving the product forward at a constant, consistent pace.

Exposing a competitor’s weakness—Not just limited to radio competition, but all forms of entertainment that have potential to grab and hold our audience. Find out what they’re doing (or not doing), and do it better.

Spending time focusing inside the department as well as out—Manage, teach, and work with the talent on an ongoing basis. Don’t just limit the work to the programming staff, however—Sales, Traffic, Production, and Engineering all need to be on the same team.

New, creative solutions–The most obvious idea may not be the best one. Is the “old radio way” the way to do it in 2007?

Finally…

It’s not about US. It’s about THEM—As radio people, we’re interested in sweepers loaded with laser sound effects, minute-long promos, and even traditional big-ticket promotional items… the audience is NOT. They’ve grown tired, and it’s time we start listening ourselves, and engaging them on their level. Deliver benefits. Make them feel part of something special. Develop a personal relationship that is truly unbreakable.