One of the few American success stories in this economic downturn is Wal-Mart. They have come up with a formula that combines product variety, low prices, and service that keeps them thriving. So, you've got to believe there's some sort of master plan (and of course, there is) that keeps the company on top.
In a recent interview, Wal-Mart's vice chairman, Eduardo Castro-Wright eschewed off-sites, consultants, and mission statements. Instead, he says that the key to staying ahead is to stay close to the consumer: "I think the best source of strategy is your customer and the people who work for you."
So Castro-Wright regularly walks around his stores, comes up to customers, and asks them flat-out for ideas and recommendations. He also talks to the rank-and-file employees to see what they have to say about the store and their managers.
In business – and in radio – we tend to overcomplicate the process. And while we all benefit from research, department head meetings, and the other activities that have become standard operating practices, staying on the ground with the listeners – and the staff – has never been more important.
For a programmer, answering the request lines for a half hour a week would provide great insights about how the audience perceives the product. The same could be said for showing up at an event, and actually engaging listeners in a conversation about what's working… and what's not.
And of course, there's the issue of staff. In my travels, the contrast between stations that still display energy and enthusiasm, and those that have the look and feel of a morgue is growing. Some operations have managed to retain a sense of vitality, while others have the hang-dog look of the defeated.
Last week, I spent a couple of days at Entercom Sacramento. This is a market that has been hit as hard as any by the economic downturn. While sitting in one of the programmer's offices at 5:30 p.m., I could sense the commotion, excitement, and yes, fun that can still come along with working in radio. It actually took me several minutes to realize what I was hearing – a radio station that actually sounded like what I remember radio stations used to be.
Part of their success is undoubtedly due to the length that many of their key managers have been in place. GM John Geary has been at the helm since Entercom put the cluster together, while programmers Curtiss Johnson, Brian Lopez, and Jim Fox have been in place for years and years. But even on the air and around the halls, Pat Martin, Bob Keller, Tom Nakashimia, Kat Maudru, and Charlie Thomas are fixtures. And behind the scenes, marketing aces John Nelson and Lizann Hunt are names that clients and listeners are very familiar with.
As big as these stations have become over the years, they have kept their listeners in focus. Like Wal-Mart's Castro-Wright, this cluster continues to keep in touch with its audience, retains a great internal energy level, and wins over the long haul.
Simple.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
- Radio, It Oughta Be A Crime - November 25, 2024
- Baby, Please Don’t Go - November 22, 2024
- Why Radio Needs To Stop Chasing The Puck - November 21, 2024
Leave a Reply