You can’t pass even one aid station – you’ll pay for it.

When elite marathoner Khalid Khannouchi preps for marathons, he begins the race completely hydrated.

Then, with carefully placed hydration points, he races at a sub six minute pace for just over two hours – always capitalizing on gaining fuel.

The elite marathoner knows that one skipped hydration opportunity might gain a few battle seconds on competitors but they hold the wisdom that the war is every inch of 26.2 miles.

Radio needs to heed this warning.

In the trenches, know we’re aching for replenished resources (people, marketing, research.

Those who design the battle haven’t caught up to the pain.

Of course – this is nothing new.

Elimination of valuable human assets has been going on for years.

New technology – Internet, mobile phones, satellite, poor Nielsen placement – have loaded up the excuse wagon.

ALL those distractions – out of our control.

Radio remains the most powerful reach medium, gaining Listeners every year.

Thank you, digital.

Radio, time and again, beats other mediums in response – beat that drum.

This is not and won’t be the last call for traditional media to eliminate their esteem issue.
Operators need to rehydrate.

The BIG Entercom – CBS merger is a great start as Entercom leadership understand human capital.

Adding lost aid stations.

The only way to compete in this marathon.

Next Week: Taste – Smell

Kevin Robinson is a record-setting and award-winning programmer. His brands consistently perform in the Top 3 of the target – often times as the list leader. In his 35 years of radio, he’s successfully programmed or consulted nearly every English language radio brand. Known largely as a trusted talent coach, he’s the only personality mentor who’s coached three different morning shows on three different stations in the same major market to the #1 position. His efforts have been recognized by Radio & Records, NAB’s Marconi, Radio Ink and has coached CMA, ACM and Marconi winning talent. Kevin lives in St. Louis with his wife of 30 years, Monica. Reach Kevin at (314) 882-2148 or