The Little Guys Understand

By Frank Absher

This business of programming radio stations isn’t exactly rocket science, but the crap that’s on the air today gives listeners the distinct impression that very few people are intelligent enough to do it right.

I maintain there are a lot of people who could do it well with their eyes closed. In fact, quite a few of them are, with wide open eyes, ears and minds.

They’re the people who, in spite of the frequent thanklessness of the job, the low pay and the long hours, are operating our nation’s successful small market operations. By “successful,” I’m not talking about the turnkey, barebones satellite-fed stations. I’m talking about the operations that serve their respective communities.

Instead of abrogating their responsibilities as a local broadcaster, these programmers appear to embrace them – and by doing that they could be teaching their brethren in larger markets a thing or two.

Back in the days when I was a programmer and consultant (crystal sets had just gone out of style) the functions of a radio programmer could be summed up in six words: Eliminate the negatives; emphasize the positives. I truly don’t understand why that is so hard for the majority of today’s programmers to comprehend, let alone achieve.

If the audience perceives something as a tune-out, get rid of the perception by adapting the element. That might mean coaching a prima donna, working with a production director to make spots more listenable or tweaking a playlist.

In one very small market, we wrestled with a decision on whether to add a novelty record. The GM suggested asking the listeners to call in their votes, with a small prize to be awarded to one listener after the votes had been tabulated. This was many years ago, and the listeners loved the fact that we had sought their input.

The best coaching I ever received from a program director was in Anchorage, Alaska. He held weekly staff meetings in which random airchecks of each jock were played. The jocks critiqued each other and made suggestions, with the PD gently nudging when needed. In doing so he created a cohesive interdependent unit built on trust and mutual respect.

Small market staffers are held accountable in many ways. They interact with their public daily in the community and listeners aren’t afraid to provide feedback. Radio people who are smart listen and respond.

If the people want to hear the local obituaries at 10 each morning, that’s what the station should give them.

That’s why many of our nation’s best programmers are found in smaller markets. They are part of their respective communities, and they are smart enough to accept the heavy responsibility that comes with the station’s license that used to be based on operating in the public’s interest, convenience and necessity.

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