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By: Kevin Robinson
“So Much Wasted Time.” – David Cassidy’s last words (according to his daughter, Katie)
Riding through the belly of America this past 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 Las Vegas – the 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 backpedal 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.
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.
Kevin Robinson is a record-setting and award-winning programmer. His brands consistently perform in the Top Three 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 he has coached CMA, ACM and Marconi winning talent. Kevin was a featured speaker at the 2017 Great Lakes Broadcasting Conference (GLBC) in Lansing. He lives in St. Louis with his wife of 30 years, Monica. Reach Kevin at (314) 882-2148 or [email protected].