At times in this blog, we have lamented the departures from day to day programming of some of the great PDs of the past few decades. That is especially the case with Richard Sands, former program director of Live 105/San Francisco.
When Jacobs Media was developing The Edge (yes, it’s still trademarked) in the late’80s/early ‘90s, we found the “alternative community” a tough one to crack.
Unlike many formats where there was a general consensus about what worked and what didn’t, Alternative (or Modern Rock, as it was often called in those days) was populated by many strong-minded, independent PDs who weren’t in the mood to be consulted or advised.
When I first met Richard, I wasn’t sure whether we’d be able to get on the same page. He was very headstrong, opinionated, and pretty confident. I had some of those same issues.
But as we got to know each other, a mutual respect developed, and I came away thinking that he was truly one of the smartest, most insightful programmers I’d ever worked with – in any format. When he took a “sabbatical” from Live 105 to tour baseball stadiums with his dad one summer, I was truly jealous that I was never able to do the same thing with my father.
Today, “The Sands Report” stands alone as the voice of the Alternative format – which if you haven’t checked your PPM numbers lately, has made a strong comeback, even in those all-important 25-54 adult demos.
Richard always shines the light on other PDs, but every once in a while reminds us why he could program a lemonade stand and make it successful. In the newest edition of “The Sands Report,” he provides some of the best free consulting programmers will ever get: “Everything I’ve Learned In Radio From A to Z.”
I won’t go through all of Richard’s 26 gems, but I did pull out a handful that resonated for me:
G: Get two steps ahead of the competition: Read everything you can. And save articles that mean something to you. They’ll come in handy some day.
H: Have a vision: It’s so much easier to get there, if you know where you’re going. What do you want your station to sound like?
L: Local! This is the most important concept for radio’s long-term survival in this digital world. EVERY mic break should have a local element. Street name. Highway. Town name. Local hotspot. EVERY break.
O: Oh, is there some hotel trade? Ask if you can use it to monitor the stations that you program. At least once every few months, you need to get away and really listen.
V: Vibe is what your stations needs: What’s it like in that radio park where you work? You can feel a special vibe emanating from every corner of a winning station.
And my favorite…
Y: You don’t know everything: Even though you probably think you do. Network. Chat with a consultant. You’ll be surprised what you learn.
If you’d like to read them all (and I highly recommend that you do), email Richard (richard@thesandsreport.com) and sign up for “The Sands Report.” Or access it here. Even if you’re not a part of the Alternative format, you can learn a great deal from his weekly look at programmers who are still on the cutting edge.
And a publisher who may be the smartest guy in the room.
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.
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Fred,
Thank you for another great article for someone who is learning, growing and trying to do radio out of the norm. Your work is greatly appreciated!
-Aaron Young
Station Manager, WDBM Impact89FM
Aaron, thanks for the kind note. Richard’s 26 lessons are great for up and comers as well as radio vets. Appreciate you taking the time to read our bog, and best of luck.
Damn, sure would like to read this, but (like Cory Doctrow and a growing number of humans) I don’t and won’t have a facebook account!
You don’t need a Facebook account. Send Richard an email.
I was going to say as a fan and intern at KROQ c.1981, when I moved up to the Bay Area I sent my demo tape to Oz Mendina at the Quake and to Richard Sands at Live 105. I was thilled when Oz invited me to meet him at that iconic building. (maybe I invited myself) Did get a weekend shift at a cable FM station in Concord called “The Club” though. We spun vinyl and could play songs like “To drunk to f*ck”. Ah, good times. Richard sounds like a smart guy. The article didn’t mention when and how he left the station. Can you let us know?
Signed, been out of the loop for awhile. Thanks!
Richard walked away from Live105 more than a decade ago, and has put together a great career with “The Sands Report.” You can reach him directly at rsands9@aol.com. Thanks for reading our blog.