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This is going to be a very brief column. I am involved in
some radio business activity that is, seemingly, occupying
every second of the day….at least this week.
However, I’m on a lunch break, and the items listed below
are important…so I want to write them for you.
1. I read a very interesting article recently. It was
published in the May 9th issue of Radio Ink magazine…page 36
and 37. The article was written by Rick Dearborn. Mr.
Dearborn is a media technology consultant and has taught
college-level communication courses. The article is titled
“Will WIMAX be the New Radio?”. With the tech world booming
with new inventions/concepts it is correct to look into the
future. Mr. Dearborn has accomplished that with his article.
You and your engineering people should read the article.
Then e-mail me and let me know what you think. His site is
www.rickdearborn.com
2. Last week’s column dealt with commercial loads, as well
as research results. I received a number of calls and
e-mails both positive and negative. I WAS THERE in my office
to receive their thoughts. During one of the phone
conversations the caller talked in terms of not only should
we think of commercial load reduction but also the
compelling fact that what is between the commercial clusters
should receive NEW concentration…..such as air personality
training, effective audience promotions, and new ways to
make local, local, local more effective. Yep, I think we all
agree with that.
3. So after thinking about it this week…AND directly related
to the two points above, AND with different/new technical
possibilities looming…such as WIMAX….it is clear to me that
radio should hire some radio veterans who have faced and won
against new technical and programming concepts. For example,
I think large radio groups should definitely hire a few
veterans for their corporate office to instruct those who
have not been in the trenches…in actual combat. When I use
the word veterans I speak of TOUGH, SCARRED, and GRIZZLY
BROADCASTERS WHO HAVE WALKED THE WALK….AND WON!!!!! Ask any
radio veteran and they will tell you that to WIN in RATINGS
and REVENUE is what it is all about!!!!! The future will
tell which group will first step up and hire a few vets!!!
e-mail Kent
kent@kentburkhart.com
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