Radio Should Be Like This

Once your show, or your station, becomes totally predictable, the reason to listen continually actually weakens.

The very fact that I’m not sure what you will say, what I will hear at any given moment when I tune in, can be an attractant, especially if your content between songs is powerful.

I’m not talking about consistency, which is very different from predictability.

And I’m not talking about your music, though I’ve always been a fan of occasionally throwing in an “Oh Wow!” song for this same effect.

I’m talking about what you, the talent, and you the PD, who produce the sweepers and liners and other between-the-songs stuff, bring to the table each day.

If you are consistently unpredictable, I believe your TSL and cume will rise, assuming the content is powerfully connective emotionally.

Of course, we’ll never know unless you try it.

That requires great talent, and great courage, especially these days.