This is an excerpt from an e-mail I got today. I’ve paraphrased a bit and omitted the writers name because they don’t deserve that rash of crap I feel like spewing.
Demery,
You’re always talking about making every break mean something and how you are disappointed by a lot of the stuff you hear. Well you know what? It’s hard making everything interesting four hours a day five days a week. Sometimes I am so tired from programming the station that doing the air shift isn’t and can’t be my number one priority. It’s tough out there. Not every break can be stellar or amazing.
This e-mail came from someone I think is a generally a good program director, a friend and if my mind serves me right a more than proficient air talent. My response…
BULLSHIT.
Every break matters. Every one. From simple sets to full blown bits. From segues to firing off sweepers and punctuators cleanly and artistically into and out of songs. I’m sorry that the rigors of being the PD and a jock are wearing you out. I get it… I’ve done it. The future programming model will most likely be a multiple aptitude application. My next radio gig will probably be like yours… But I don’t care because the best programming skills are wasted if the end product (the on air application) is wasted on sloppy segues, poorly thought out sets, lackluster content, no content, mistakes that aren’t interesting or a general benign on-air existence.
Job one is to entertain. Job two is to program. Job three is to create a station community where programming, sales and upper management are engaged and focused on success.
Again (one more time) I get it. The fact is you are probably judged more by your manager on your programming prowess than your on air work. Unfortunately, in the end your listener determines by hearing the end result what they will give their allegiance and time to. Listeners don’t care about budgets, sales meetings, talent coaching, promo meetings, music scheduling, AMT’s, perceptuals, etc. All listeners care about is if you are entertaining… or not.
If you are not built to put in 12 ½ hour days five days a week and a few hours on some Saturdays to boot, appearances and a daily air shift, then the PD/DJ model doesn’t work for you. Well it doesn’t. There were times it didn’t work for me. See your manager for details.
By the way a lot of the lackluster talent I hear are just talent and have few if any ancillary station jobs. If their work is lackluster, what’s the excuse there?
Note: I’m not sure if I’m experiencing a sugar low or a lack of sleep but I’m a little salty at present. By the way, I really do believe all this stuff that I discharge from the little grey mass in my skull.
Be well. Be a leader. Work hard. Be entertaining. Be somebody.
sd
