“So Much Wasted Time.” –David Cassidy’s – Last Words (According to his daughter Katie)

Riding through the belly of America this weekend, the billboard in Central Illinois blazed Black Friday sales.

But it was – Sunday – rendering it useless.

When the horrific, unthinkable shooting developed last month – just off the strip in Vegas – next mornings’ newspapers were already being delivered.

The deadline for print – long passed.

As hurricanes swallowed America’s southern border this fall, radio saw a dramatic spike in listening.

Radio remains the ONLY medium, still portable, that can harness the power of time – with NOW.

Yet, radio continues to back peddling from the power of – NOW.

With thousands of unmanned studios and companies embracing nationwide voice-tracking, radio is only diluting our greatest advantage.


Radio is the only medium that can launch a campaign, change copy or freshen a topical message.

Within minutes.

While we can’t physically ‘make time’ – we CAN choose how we invest time.

This week – take three minutes to evaluate your brand.

The strength of your music library – sonics between the records – so-called ‘evergreen’ promos.

Listen carefully – but move quickly.

Don’t waste it.

You have the TIME.

You can improve it – NOW.

NEXT UP: The Interview

Kevin Robinson is a record-setting, award-winning programmer and featured speaker. His brands consistently perform in the Top 3 of the target – often as the list leader. In his 38 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 Indiana with his wife of 32 years, Monica. Reach Kevin at (314) 882-2148 or kevin@robinsonmedia.fm.