Sitting in a plane somewhere over the Midwest I casually glance at the notes a weary traveler is creating next to me.

Frantically doing what looks like calculus (like I would know) he keeps referring to his textbook that reads “Spotlight Synthetic Aperture Radar”.

My head aches as I look away with pity.

That’s a hard job.

As trees limbs snapped under the heavy tornadic winds in the Deep South, linemen and emergency services are dispatched for a non-stop odyssey in an attempt to restore power hundreds of thousands.

Ouch – hard job.

The Sappers of Company B, 65th Engineer Battalion perform daily Improvised Explosive Device (roadside bombs) route clearances in Iraq.

Their mission is to clear the path for their comrades, hunting down IEDs and make sure they get destroyed.

Many times with deadly results.

Tragically hard job.

Media consolidation has produced an environment where our personnel perform two, three or more roles inside a cluster.

Most cluster programmers and sales managers are at the helm of two or more brands.

Having dedicated creative directors – now a rarity.

Our industry remains the best place to serve the community, touch audience hearts and engage with true emotion.

Plus, automation systems, computer newsgathering, digital editors and wireless connections provide time to create more compelling content.

The media internal environment – is simply better and more efficient today!

Media positions are a privilege – and far from true hard work.

Next Week: 11 Minutes

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