When science and art mix, we have the right caliber of ammunition on the radio battle ground. You have to have a balance of both and understand that one operates in synchronicity with the other. Bob Glasco of Glasco Media told me he didn’t have the science end of programming until he started working with Rusty Walker. He said he always had the art and creative side.
Our components get out of whack and the penguin faces the wrong way when we employ only one or the other. Then there’s the music genre or music-geared programmer who operates from the art and music side of the spectrum or matrix. Programming a Country radio station with only a music essence is purely a waste of time and the limited resources we have to operate. Use to be that everyone would get off on the music scene and the staff and management loved it when there was music industry to station recognition. A few years ago, I was asked by managers in the interview process, if I had a good relationship with the record labels. In this radio environment you will never hear that from a manager or VP. So what’s the use?
Being on the right track is working with the morning show, talent development whether they are voice tracked or live, imaging, social media, marketing and stationality development. Understanding the variables of the market place and the competitive make-up keep you on the right track. Science these days is not an inordinate amount of research, because there is none. It’s the business metrics that help you in the monetization of the station and format in your market.
Art is the magic between the songs and commercials, it happens with plugged in air talent and a colorful stationality and imaging components. Bring these elements all together and you can’t miss being on the right track.