The PPM Game

Like it or not, your job depends on playing -- and winning -- the PPM game.

What do you think is the best way to do that?

The key to your future lies in listening occasions. You need to get people listening several times a day, and then every day of the week.

How do you do that?

You think that happens with better liners and less talk? I don't.

I also don't think it happens automatically with more talk, especially if it's the wrong kind of talk.

I think you get people to listen more often -- as opposed to longer in any given listening occasion -- by providing something they need, something they want, something other stations don't provide.

The only way that happens comes with content from your talent.

You need talent that knows how to make emotional connections with each individual listener every time they are listening.

That's hard. That's really hard. And it's impossible if you're not coaching to help it happen.

Humor works if you've got air talent that can really make listeners laugh, but in my experience, that's a big IF.

Do they make you laugh? When you listen live or in air check sessions, do you find yourself actually laughing?

I love John Oliver. I think he's really, really funny, but it's partly because I only see him once a week and his content is topical and presented with an acerbic wit that's rare on TV.

And it's worth noting that he's not on a "broadcast network." He's on HBO, which doesn't restrict his language and targets.

Funny people can make us laugh, but most of them are professional comedians, not radio air talent.

If you've got a really funny person on your staff, congratulations! I hope they're building ratings by regularly performing at your local comedy club.

How about the other emotions though?

I don't think air talent can make most listeners cry even if they wanted to. But I do think they can create the atmosphere where a listener feels safe crying, feels safe feeling: hurt, loss, joy, love, gratitude...

I think air talent can bring content that connects with listeners hearts.

It starts with relating to what's important to listeners' lives: family, jobs, money, health, pets, desires and aspirations, loss and grief.

This kind of content surrounds you every day in every city around the world but you have to be looking for it to see it.

If you think listeners need to hear ‘Battle of the Sexes’ or their day is ruined, you're not talking very often to listeners, and you're probably asking the ones you do talk to the wrong questions.

If you think they re-order their lives to have a chance to win $1000, I think you're self-medicating.

Don't play this one safe.

Don't mandate liners because you don't trust your talent with unscripted, un-timed content.

Hire good talent and help them understand what listeners want to hear.

Empower them to move me, to connect with me.

The only way your station will win the PPM Game -- consistently produce more listening occasions -- is by offering something no one else can, and doing it every single day.

It's by making each listener feel you are there only for them, that the two of you have a relationship, a bond based on vulnerability, on shared life experiences, on living through things together.

Like COVID. Like devastating weather and fires.

I know coaches – programmers – that will help you prove that can happen.

They understand the power of connection and can help you understand it too.

You want to win or not?

Do you want to win enough to change how you operate, to admit you might not already know everything you need to know about content?

That’s the question that should be asked in every radio station around the world today.