It’s National Steve Reynolds Day (And Other Things You Don’t Care About!)

Be honest, where is your enthusiasm and interest level on a scale of 1-10 knowing that it’s National Steve Reynolds Day?

If you said it was resting comfortably at a zero, I’d get it. I’m Steve Reynolds and even I don’t care. And yet I listen to some personalities who think telling me that this is National Pest Control Week or today is National Doughnut Day is content. It isn’t, because it’s irrelevant to listeners’ lives.

I tuned into a show I don’t work with last week.  They went on and on that it was National Chop Suey Day in the first break I heard. I groaned, and listeners went “meh”.  That’s dangerous in an age of endless choice.

A close friend calls it “empty calories with no strategic purpose in a break.” I call it chatter that doesn’t matter.

Great content is about the moment. Whatever is going on right now—now in pop culture, or locally, or in the life of the talent—is what your audience craves and connects with. This is called relevance.  Look at what drives the internet. Something happens in the country and we immediately Google it to learn more. The internet is about clicks and what gets you more clicks than being about right now?

We need to stop telling the audience things like it’s National Hot Dog Day or that Betsy Ross sewed the flag on this date in 1783. I actually heard a show (not one I coach) tell me it was National Chicken Day and then proceeded to play the sound effect of a clucking chicken over everything they did for the next half hour.  Exciting radio, huh?

All of this is irrelevant and lazy as content, to be perfectly honest. We need to be better than that given all the entertainment choices for listeners. I still hear some shows read a laundry list of birthdays to the audience. Remember the only person who cares that little Ally Simpson is six today is Ally Simpson. And maybe her parents. Any efforts to endear yourself to them come at the significant sacrifice of everyone else, who shrug their shoulders hearing this and mentally zone out. Ditto the fact that Mel Gibson turns 69 today. No one cares.

Reading listeners’ birthdays isn’t being local, either. Local is about what’s going on in your market and you doing something unique with it to say “I love living here and am connected to what’s going on in my community.” Offering up a list of birthdays of people who may or may not be listening is about as local as giving me the temperature in a local town when reading the weather (it isn’t) or reading a listener text and attributing it to a local area code (“someone in the 415 says…”).

Lazy content like that won’t get it done for us!

Listen to your talent and challenge them to be strategic with their content: pop culture/whatever is in the news churn (the topic must fit your brand image), knowing what’s up in your market and tapping into that, and real time stories of experiences your talent have that position them as just like the audience. That’s great, strategic content for any audience.

Each break on your show should be treated like it’s beachfront property. Erect on it only the very best buildings (in other words, relevant content done well), and its value (your ratings) will go up.

Taylor Didn’t Wait – Neither Should You

I’m turning over the blog this week to one of the smartest people in radio.   Jim Ryan consults, coaches talent, and is one of my closest friends.  After nearly thirty years programming day-to-day in New York City for immensely successful brands like WLTW, CBS-FM, and WNEW-FM, along with growing national formats for Clear Channel, CBS, and Audacy, Jim felt it was time to take control of his future, so he’s stepped out on his own.  Jim not only teaches me in every conversation, he makes me laugh out loud, too.  Reach him at jim@jimryanmedia.com.  Ladies and gents, Jim Ryan…

Stop worrying about your future.  Control it.

For lessons in controlling your future, think Taylor Swift. Like every other artist, she signed a contract when she was fifteen, giving total control of her master recordings to the labels.  When the masters were sold to someone she didn’t like, she didn’t sulk away or raise the white flag of surrender.  She re-recorded the songs and released them (something her contract didn’t prohibit).  It was an insane amount of work.  She took control and planned lots of behind-the-scenes marketing.

When radio played an original version of one of her songs (the ones owned by the guy she didn’t like), the request lines lit up immediately with Swifties telling the talent they needed to play her new versions.  Companies like iHeart and Audacy moved to the new versions, mapping another Taylor win.  The streaming services saw immediate results as well – Taylor’s new versions were crushing the originals in airplay.  It all led this summer to Taylor buying back the original masters at a somewhat reasonable price.

Okay so you’re a radio talent and not Taylor Swift.  How does all this affect you and what’s the lesson here?

How are you controlling your future?  Today the work is different – it’s harder, compelling each of us to work smarter than the competition, just like Taylor.  Ratings are great, but in the world of Nielsen, even the best shows have bad months.   But if you’re where the eyes and ears are when not on the radio, it will enhance your win and increase your value to the station.

Podcasts of your show should be everywhere.  If you have a hobby or outside interest, do a second podcast on that passion.  Steve Kramer from Kramer and Jess, MIX 106.5, Baltimore, does a second podcast with his mother.  How endearing is that?  Being all over social media with great content could net you thousands of likes, comments, and shares.

When Scott Shannon came across the street to CBS-FM, the cash register rang immediately.  It was so good, we even hired the leading seller of WPLJ, his former station!  So, have a positive relationship with the sales folks and meet and know as many clients as you can.  I can’t tell you how many downsizing meetings I’ve been in over my career where the topic of endorsements came up.  Bring in revenue and your value enhances to the station and cluster even more.  When you’re the sales manager’s best friend, it’s not just income for you, it’s job security.

Doing simple things like knowing a client’s birthday or special anniversary and acknowledging it in some fashion works to build a special bond.  The days of talent being in a silo are over.  Having a relationship with listeners, sales, and clients is not just required today, it’s smart business for you.  The deeper those relationships, the more you’re just like Taylor Swift.  In control of your future.

From Swift to shift, own your career.  It’s exactly where you should be.

The One Thing Missing from Morning Show Bootcamp (And It Isn’t You)

Early August brings the tradition of the Morning Show Bootcamp.  This year in Austin.  A few hundred personalities who believe in radio gather to improve, grow, and network.  As I reflect on the many I’ve attended, there’s one thing always missing that you should know.  Before I reveal that, an admission…

When I’m working with a show, I never set as a goal ratings success.  I won’t let the show do it nor will I.  We don’t control the vagaries of Nielsen nor market conditions so it’s impossible (and even dumb) to say #1 is where we’re headed.

What I do set as our only goal is:  excellence.  If we work on everything associated with being excellent, then the ratings happen.  I’ve lived this too many times in my many years coaching shows.

When I started this work in the early 2000s, my mentors did a terrific job teaching me strategy.  Great radio is about conquering content and creating connection.  I knew this was central to earning images that compelled more listening and deeper loyalty from fans.  Philosophically, that hasn’t changed much over the years.

The conversation I felt I’d have more than any other back then was about leadership.  I needed to understand leadership better and be able to teach it.

Living in Raleigh, I became a Duke fan and Coach K had written a book in 1999 called Leading with the Heart.  I re-read it last week and its message of leadership is more salient now, given where we are in the industry.  It might be the single best book I’ve ever read on leadership.  I quote it often and always note what Coach K preached is why Duke always wins.

In the book, he talks about The Fist.  The five attributes of every winning team – each finger that makes an impenetrable fist.  He worked on these five items before he taught how to play basketball.  This is also something I work on before ever talking radio:

  1. Building trust amongst the players. I ask everyone if they believe others on the team will make a decision in their best interest before their own.  Every single ounce of success comes from trust.  Is it there?  If not, how do we get it?
  2. Is there a sense of collective responsibility amongst the team. Do I accept responsibility for what you do and is that reciprocated.  No team wins if it’s every person for themselves.
  3. Can everyone have honest communications? You can never build trust if you can’t be honest.  You must always tell the truth.  There is this ongoing pulse many believe that we can only be positive with talent.  Why?  If I am going to make a full commitment to your growth, then you must accept that the positives come with the negatives (delivered properly).  I’ll never quite understand why we must always be positive.  When it’s earned, yes.  It might sting in the moment to hear when we miss the mark, but talent respect you more when you’re completely honest.  And they know if you are.
  4. Do we have pride in what we’re doing? Excellent radio can change lives and make people less lonely.  Do we have pride for our show, our station, our cluster, our co-workers, and our community?
  5. Finally, do we care about one another as people? This ain’t just about what we do when at the station.  If I know you really care about every facet of my life (especially outside of the station), then you can truly have an impact on who I am as a person.  If I reciprocate, we all elevate.

Do all of that, and you will build a culture that gets growth.  Then get the radio part right on top of that and you achieve excellence.

What’s missing from Morning Show Bootcamp?  Fear.  It’s a creative gathering where talent leave empowered to do more.  There is no fear at MSBC.  Fear is a crippler for creatives.  And there’s lots of it right now.  The lack of fear is what makes it most exceptional.  The single biggest thing I do besides talk about strategy and build the team’s leadership is communicate that I believe in them.  I take fear away from the room and they get very productive.  Confident players slay every day.  Then the magic happens.  They conquer content and create connection unlike anything else and do the kind of radio that has impact.

Taking fear away and reducing all the anxiety so many in our industry have because of where we are, is how we get to the only goal in our control:  excellence.  And when we do this, we get to that other goal I never set – ratings success.

Before you chat with your creatives about the break topic, its length, prep, the tease, how they got into it, etcetera, reduce the fear.  Be the calm in the chaos and watch what happens.

Seizing the Scandal – The Coldplay Couple and Creative Relevance

Stephen Colbert, in a 2018 interview with Howard Stern said, “My show is about whatever the conversation is today.  We’re about what the audience is talking about right now.”

The big story last week was the couple that got caught cheating at the Coldplay concert.  I need to tell you no more because it was everywhere and you know it.  Your audience does, too.  We are in the engagement business, and we win when we own the moment.  So, I wondered what radio shows did with that topic as it lived at the center of the pop culture universe.  How did they seize the moment?

There have been two phases of radio to me.  Pre- and post-deregulation.  I have affectionately referred to the days before big companies could own everything as the wild, wild west.  We’d come up with an idea today based on something in the news and it’d be on-air-tomorrow.  And often, it was loud and outrageous and captured the imagination of the audience, which was very good.  It created talk for us as FOMO set in which gave us an extra measure of listenership.

Much of today’s radio is filled with fear because every idea must be vetted thought multiple layers and, as I break out in a cold sweat…the lawyers (whose reflexive move is to tell us why we can’t do it).  We need to get back to what we were.  Not reckless, but imaginative.

Because the central theme to the Coldplay couple story is so universal (it was about relationships and cheating) and the topic was so pervasive, I asked my radio Facebook friends what they did to tie themselves into the story, so the audience stopped on them.  Here’s a sampling (with tons of kudos to each for compelling into their show Stephen Colbert’s vision for his – being about the moment):

  • Mojo in the Morning at Channel 95.5 Detroit did Cheat Away at Coldplay where they asked listeners to confess their affair on-air to win tickets to the group’s concert in Miami.
  • Karson and Kennedy, MIX 104.1, Boston did a custom song in Kennedy’s weekly feature The Impossible Parody heard here and seen here. Because this happened in Boston, they also gave away tickets to the concert with Karson’s Cold Plunge for Coldplay where the first listener to get him into the dunk tank won (a great video for social media).
  • Dave Wheeler at Townsquare’s Big Frog 104 in central New York got the station’s mascot in on the action with a social media image.
  • The great Paige Neinaber had some of his shows do pictures of talent hugging their HR directors in the same pose.
  • Kyle, Bryan, and Sarah at WRAL-FM, Raleigh are seemingly in a thruple in their social media post.
  • Christine and Salt, WTIC-FM, Hartford had an appearance planned with a local baseball team. They wanted to record a video for the jumbotron warning cheaters at the game what could happen.  The team nixed it, but I absolutely love that they came up with the idea.
  • At KLOS, Los Angeles Nik Carter gave the 95th caller dinner for them and their sidepiece when he played a Coldplay song. Likewise, Otis at The O Show suggested giving away three-packs to something.  For you, your wife, and your mistress.
  • Heather Froglear at K-FROG, Riverside and Moug and Karla, B96 Chicago did social media images to go along with on-air content (here and here).
  • Producer Melissa Bunting from AMP Mornings with Katie and Ed in Calgary shared this break about the story. Great use of audio.
  • In a brainstorm with a show, we considered hiring divorce lawyers for the spouses of both people involved.
  • Everyone got in on this, including the Philadelphia Phillies, who did the Coldplay Kiss Cam.  This isn’t radio, but watch to the end because it’s hysterical.  We need to do this, too.

All great stuff that put each show in the story and in a way that made the audience stop to take notice.  Sample the above to get inspired.  Bravo to everyone noted here (and you if you did something, too) for changing their show the next day when this story took over the national conversation.  Note that not everything above required a prize – it just needed some innovation.

To continue to thrive, we need more mischief in radio.  We must seize moments when the big stories appear.  If we’re about right now in inventive ways that fit the show’s brand image, listeners will want to be around us.  Let’s create more FOMO like we used to.

Radio doesn’t have a listening problem.  We have a top-of-mind awareness problem.  And that’s on us to fix, just like the shows above did with the Coldplay couple story.  Radio wins when it’s about right now in clever, unique ways.

The Button Fans Wish They Could Hit

Have you ever watched the latest installment of a favorite Netflix show and not hit the “skip intro” button that appears on the screen?  We always hit that button.

TV shows living in the yesteryear had memorable, sing-along theme songs we can all still recall.  Who doesn’t know the name of the bar where everyone knows their name?  Or the familiar guitar twangs of the Seinfeld intro?  Both are iconic music markers signaling fun was about to happen with characters we know and love.

But, no more.

Increasingly, streaming services give us the chance to opt out of a show’s intro.  Know why?  Because it’s fluff that delays what we came for:  content.  Let the storytelling begin.  And to delay the reason we’re there heightens chances we might leave or feel unsatisfied.  The story, the drama, and the humor of characters interacting around the plot is why we show up everywhere.

Yet, in radio, we still do these BIG LONG SETUPS on almost every break.  Our version of a theme song wasting valuable seconds that delay what listeners crave:  content.

If we could put a “skip intro” button on the radio, it’s a guarantee the audience would do what we do – hit it.

So, take this one-day challenge:  on every single break, when the song ends, and the break is about to start, begin with the first sentence of your story or content, indicating its drama and hook, to get the audience to lean in and pay attention.  Lest they grow restless and seize the chance to change the channel because intros delay what fans really want – entertaining and engaging content.

It’ll be uncomfortable in your headsets, but when you nix the prelude, you’ll see engagement in the break go up.  Then do it every day, every break.

Because listeners don’t have a “skip intro” button is even more reason to do it when you prep your content.  Great shows conquer content and create connection – this is a puzzle piece that will help.

Snuff the fluff, and just give them the good stuff.

Steve’s Pet Peeves – Volume 3

When you listen to 7-8 hours of radio each day like I do (each hour a different show), you’re bound to hear things that bug you.

Most days, shows are hitting it out the park.  They’re on the right topics cut from that day’s pop culture, things going on locally, and stories about their lives that position them as just like the listener.  Add to that some treatments of those topics which make the breaks sparkle.

Other times, I might get something small that makes me scratch my head wondering why they did that.

Here for you, another installment of Steve’s Pet Peeve’s Volume 3.  It bugs me when I hear shows that…

  1. Use words like: up chuck, throwing up, eating poop, projectile vomiting.  Using what I call “stop listening” words.  Instead of saying “I was up all night barfing,” why can’t you say, “I was sick to my stomach”?  The audience knows what you’re saying, and you aren’t using cringe words that make a portion of your audience turn away because they’re too graphic.
  2. Breaks that start with unexplained laughter. Listeners feel left out when they aren’t in on the fun you’re having in the studio.
  3. When something suggestive is said like, “It’s 69 degrees right now,” and the show devolves into a bad version of Beavis and Butthead.
  4. Shows that try to gratuitously manipulate listeners to stay. Like doing a half a break and then teasing the payoff, making them wait any amount of time for resolution.  Just give them the bowl of ice cream in one break and you’ll accrue positive images.
  5. Shows that don’t keep their promises in an effort to manipulate a few more minutes of listening. If you promise the content at 7:30, do it at 7:30, not 7:36 in an effort to get more minutes of listening.  You get two minutes either side of a promise to make good on it.  Don’t do that to them.
  6. Features that are time-stamped need to be at (or very close to) when you promise to do it.
  7. Explaining games in more than two sentences before playing the game. Listeners don’t have that mental bandwidth at any time of the day for an explanation of anything.  More than two sentences might mean it’s too complicated to play.  As I always say “when you’re explainin’, you ain’t entertainin’.”  You can use that.
  8. Shows that play a trivia game and get irked when the caller doesn’t know the answer to a question they think is easy. Not a great look.  Be empathetic in those moments – these are your fans contributing content to your show.
  9. Playing the Mission Impossible, Who Wants to be a Millionaire, or the Price Is Right music when playing a game. They’re all dated and predictable.  Let’s challenge ourselves to update that stuff.
  10. Talent who forget that every day you have new listeners who don’t know who you are. I’m a new listener tuning in and have no idea who’s who.  I recently checked out a show I don’t work with.  Both co-hosts were male.  I left after 90 minutes not knowing who was who.  Help me.

Deep breaths, Steve, deep breaths.  In with the good air, out with the bad!

Have a pet peeve for Volume 4 (oh yes, there will be a volume 4!)?  Email me here.

If You Think You Can’t, You’re Right

An actual conversation recently had with a talent:

Steve Reynolds:  “To make that idea ever bigger, why don’t we invite the sports guy from channel 4 to do a humorous play-by-play?”

Talent:  “He can’t come in when we’re on because he isn’t awake.”

Steve Reynolds:  “You’re right, because you said ‘can’t’.”

 

Can’t.  Won’t.  C’mon man, where’s the innovative spirit to make things happen?  The mindset that we can do anything?

There was a great news story a few weeks ago about Danny Cashman, who for years had a weekly TV talk show in the state of Maine.  After 15 years, he decided to end the program.  He wondered who he could have on as a guest who could best relate to walking away from a show like that.

So, he sent off a letter to David Letterman inviting him on.  And Letterman said yes.  The story is here and here.  Letterman’s appearance is here (it’s tons of fun – watch the reaction of the audience as he surprises them).  Cashman’s appearance to talk about it on Howard Stern’s show is here.  There was no “can’t” or “won’t” in Cashman’s vocabulary.

There’s an old story I’d heard years ago about JohnJay and Rich on KISS in Phoenix who wanted Oprah on their show.  The easy putt was to say that’d never happen and move on.  Throw some innovative problem solving to get to the goal and the can’t and won’t never appeared.  They found Oprah’s dad, interviewed him, sent the audio to Oprah who loved it so much that (wait for it)…she came on their show.

When I moved to Raleigh years ago, my partner and I decided we wanted to get the governor on, considering we are in the state capital.  We were two yahoos from the north and could never make that happen, right?  Let’s abandon the thought and read celebrity birthdays instead.  Nope.  I wrote a letter every month to his wife, inviting her on our show to promote any cause important to her.

Two years and 24 letters later, the call finally came.  Her PR person said they’d received all my letters and wondered if Mrs. Martin could come on to promote a benefit she was involved with.  What we found was that Mrs. Martin and I had the same sense of humor.  Three guesses what eventually came?  We ended up getting the private phone number into the residence of the governor’s mansion and a treasure trove of ideas came alive, many with the governor, for two reasons:  we built the relationship and because “can’t” and “won’t” weren’t how we put the show together.

For radio to thrive and survive, we must be imaginative again with our content.  For my wonderful talent, on whose shoulders rest our relevance and success, shoot high and never, ever, ever, ever believe it’s not possible to get anything done without perseverance and imaginative problem solving.

Drop the ‘t and watch what you can do.

PS – remind me to tell you how we got the legendary Coach K on our show to talk about how the music of Barry White helped his romantic relationship with his wife.  Tapes still exist of that…

Creating Credible Connections

All the ratings gimmickry in the world can’t beat a personality who is emotionally connected to his or her listeners.

When starting with a show, I ask what two unaided things they want the audience to say about them in two years.  Almost every time I get back the right answers:  that the show is fun to listen to and “I feel like I know them.”

Those are the images you want:  fun and authenticity.

  • In whatever topic you’re talking about, are you being honest with the audience? Years ago, when I was on-the-air, our consultant told me that I had to talk about the TV show Melrose Place because it was #1.  While I certainly had a working knowledge of the program, I hated it.  I asked the consultant if I could share that.  He said no, because it was #1 and that meant “everyone loved it”.  That didn’t pass the smell test for creating connection to me.  I disagreed with the advice, and we ignored the topic because I couldn’t be honest.  You do you.  Have a knowledge of and take on everything going on now.  Then forge honest conversations with your team and do interesting things from those perspectives and you will define who you are.
  • Share those parts of your life that prove to the audience you’re just like them. That doesn’t mean everything is fair game.  Understand everyone’s addiction to drama.  If your story doesn’t have drama, you don’t have good content.  The lines were long at the ice cream shop might be relatable, but it isn’t interesting.  The lines were long and three Karens showed up to scream at the manager and one got arrested is.  Brene Brown said that “vulnerability is the birthplace of belonging, acceptance, creativity, and empathy.”  Let me in and that connection starts to happen.

This is not code for talk more about yourself.  It’s a balance that creates an engaging dynamic.

Think about your personal circle of friends who are honest and vulnerable.  You actively choose to be around them because they are those two items above.  That’s called cume and TSL.  And it’s a must if you’re going to develop a significant relationship with your audience.

Radio’s survival rests on the ability of personalities to form stronger human connections.  It’s a super power TV and podcasts don’t have.  Only radio does.

If you can’t share who you really are, you can’t create a genuine connection with your listener.  If you fail at creating connection, you’ll just be another bland option for those in search of people just like them who can tell stories that entertain and engage.

But, curate and prep your content to do the above?  Well, that could be lethal.

Six Step Show Prep

The next time you get on a plane, glance to your left before walking down the aisle to your seat.  Those two pilots, whether young or grizzled veterans, have one thing in common with every other pilot on every plane you’ll ever be on.

They have a flight plan to get you from here to there.  They know what time they’ll push back from the gate; when they’ll take the runway; the speed at which they’ll take off and if they will bank to the left or right; and the altitude the plane will fly.  Ditto on the landing.  Not much is left to chance because they have a plan.

Can we talk about prep?  I still run into shows that don’t do it. In a world where listeners are choice choked, too many options exist.  If what you’re doing isn’t working, they could tune out.

Hard to believe that the “we don’t need to prep because we just make the magic happen” crowd still exists.  Winging it is not a game plan and it will backfire on you.  When I ask some shows to explain their prep process, I sometimes get, “Oh, we’re texting each other all day.”  That sound you heard was Uncle Steve’s eyebrows going up in cynical enjoyment of an excuse I know isn’t true (and if true, isn’t effective).

Here are the six things every great show does that helps make your plane (every content break) get from here to there.  Six Step Show Prep:

  1. Fill those content buckets. Work with me and know I want my shows to be about right now.  Right now in popular culture, right now in your market, right now in your life, and right now in your format.  What are the right topics in each of those areas that will resonate with your demo because they’re relevant and familiar?  I bet, on any given day, you have about twenty to choose from.  What are they?
  2. The Know-Wonder Exercise. Read and research every one of those topics.  Your take defines your character.  What do you know about each of those topics, and what do you wonder?  The more curious you are, the more creative you will be in developing treatments and ideas that make your show something that can’t be found anywhere else.  This is the hard (but fun) part and something I’ve always felt is a group endeavor.  What will you do with any of those topics that move the break into something fun and unique so you’re memorable?  You really can’t figure this out on your own.
  3. Figure out your Three Act Play.  Every story has one.  How will you get into this break?  That context and hook up front will help the audience understand the topic and conflict and make them lean in.  What happens in the middle that keeps them glued to your content – where are you going with all of this?  And what is the payoff?  I’m not suggesting breaks should be scripted.  But you must know these items so you don’t waste listeners time.  That helps each break have a flight plan to get the audience from here to there.
  4. Forming the show’s game (flight) plan for tomorrow. Fill out a run sheet for the entire program.  Every break must be filled.  Is there balance in the topics and their treatments?  Is there a structure to the plan that everyone on the show knows so they can help get each break to its destination?  You always reserve the right to change a break, as long as the new content and its treatment are an upgrade.
  5. Tease Me, Please Me. Write teases for every break.  Writing teases is an art.  Read all about that in Are Your Teases Google Proof.  Effective teases should be written the day before, once the content breaks are decided (and not on the fade of a song during the show).
  6. Plan Past Tomorrow. Decide what you will do that day to get involved in your community and live a life that will generate new content for the program.  Work on ideas for things coming up over the next few weeks.  As I write this in April, I’m already working with shows on Mother’s Day content for May and graduations in June.

We don’t have much room left to fail in radio.  We’re around too many shiny objects that want our fans’ attention (podcasts, Spotify, YouTube, other shows, et al).  Not having a flight plan is a perilous decision.  So my tough love is let’s get at this so those tuning in don’t drift.

Before I jump, know that this blog was originally titled Twelve Step Show Prep.  But in a nod to shorter content breaks, I deleted half of them hoping the remaining six would mean more to you.

Now seat belts fastened, tray tables up, and prepare for arrival.

Go get it.

They Missed the Cut (Pun Intended)

I love sports, but hate golf. Many of my friends play and I’ve never understood the appeal of a venture that so frustrates and angers people. That said, I adore The Masters and am glued to its final round every April. I cry tears of joy when someone wins their green jacket.  It was no different when Rory McIlroy won.

A friend and very successful talent penned what’s below. He makes a terrific point I’ve noted in previous Planet Reynolds. Radio’s relevance has eroded over the years. Sometimes because of increased competition and at other times because of content choices. That’s the case in this one.

The writer wanted to remain anonymous so you could focus on his message. So, we’ll call him Gary the Golf Guy. Here’s Gary’s story about Rory McIlroy and relevance.  It applies not just to spoken word radio, but for those in music radio, too.

Masters Monday: A Listener’s Journey

On my usual drive into the station, I flip on the local News/Talk to catch up on headlines, weather, and traffic. But not today. It was the Monday after The Masters. And if you’re like me, you know that that tournament hits differently. The tradition, the history, the Sunday drama—it was everything. Rory. DeChambeau. Rose. Jack, Arnie, and Tiger—oh my!

So naturally, I went all-in on Sports Talk radio. I was craving takes, analysis, emotion—anything to keep the Masters high alive. First stop: a national show diving deep into the front office moves of a third-tier NBA team. Click. Next: another national show, but this time…NFL talk. In April?

I get to the office, turn on the TV, and boom—local and national news both leading with Rory highlights every 15 minutes. Validation! I wasn’t crazy. This was the sports story of the day.

Surely the ride for about 20 minutes during lunch would bring redemption, right? First local show: five minutes on whether people even care about The Masters (uh, what?)…then back to the NFL Draft. Again, in April?

So…do people care? I saw the ratings—20 million at the peak. That’s 2006 American Idol territory. Yeah, people cared.

Next local show: they’re breaking down a former NFL player’s new (much younger) girlfriend. Entertaining? Sure. But that’s not what I came for. Finally, I land on a fifth (local) show on my way home in the afternoon and there it was: all Rory, all the time. Rory is a choke-artist takes. Golfers are soft debates. Callers chiming in. Laughter, passion, back-and-forths about moving the pin on the 16th hole. LIV vs PGA. They delivered The Master’s meal I was hungry for and it was delicious.

Days like today should be enjoyed by on-air talent because you don’t have to do any heavy lifting! The content/drama was served to you by someone in a beautiful Green Jacket!

Two quick notes:

  1. No, I didn’t listen to every minute of every show. Maybe the others hit on The Masters eventually. But in my 25-minute commute(s), only one show of the five nailed it.  If you’re not on the big topic when listeners tune in for their few minutes, you get zero credit for being on it. Don’t make that mistake.

  2. That fifth show? It’s been #1 in its time slot for over 15 years—and it shows. They crushed it by focusing on what their listeners were thinking about. And spoiler alert: it wasn’t the NFL. In April.

When a big story appears, they become shiny objects. We go towards them until the next shiny object appears. Rory was a shiny object. If we don’t feed that need in radio, we’ll just be another bland, boring, irrelevant choice for listeners that day on their journey for connection.