“…Same as it Ever Was…”  Talking Heads – Once In A Lifetime

When you pack for a move, stumbling over old files in musty boxes is the order of the day.

Opening a particular years-old container, the musty aroma enveloped the closet.

You know the smell – a combination of your grandmother’s basement and an elementary school gym.

Shifting through the yellowing pages, one old memo stood out

Entitled ‘What Makes A Great Jock’, points included:

  1. Good judgment on content
  2. Sounds like they are having fun
  3. Contemporary thinker
  4. Ability to envision their show in their mind
  5. Good on-air rap with listeners, traffic, news and others in studio
  6. They realize the necessity of public appearances
  7. They follow directions well
  8. They have an appreciation of all aspects of the radio station
  9. They understand that THEY work for the station, not the other way around

October 1985 – Kent Burkhart

Embellishments and further articulation to these basic points have evolved.

However, the basics never change.

Every convention agenda will table the need for improved ‘content’.

Yet talent seem more intoxicated with the content delivery systems (iPhone, Internet, Social Media) than actual content.

It’s not the speakers – it’s what comes through the speakers.

Same As It Ever Was.

Next Week: Hire Smart

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 The World Wide Radio Summit, 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 robinsonmedia.fm.