EFFICIENT USE OF THE LANGUAGE:
by Michael StonePersonalities have a tendancy to
ramble !
It's part of their nature. It's part of what makes them interesting ! It's also part of
what makes listeners TURN THEM OFF!
It is up to PD's, consultants and GM's to direct, help and find the "happy
medium" in personality delivery. That place where the personality realizes it's time
to pull out of the bit and "hit the button", moving them on to commercials,
music or whatever.
Sound familiar? It should. Everyone who's ever programmed or managed a radio station can
relate an account of that person that "everyone" talks about in the community,
BUT can't stand to listen to. This personality can increase cume, BUT decrease TSL. So,
how do you move this incredibly creative person to a place where listeners CAN'T TUNE OUT?
Personalities will tell you that the sheer generation of a reaction is an indication of
their success. (I know I am one)
WRONG !
Because you are annoying does not legitimize your approach ! Effectiveness is the KEY
here! The ability to get a "mass" of listeners to "respond" to a
message is what I'm trying to emphasize here !
I recently critiqued a colleague who thought that the information, while locally
compelling, was worthy of a TEN MINUTE interview of a local community leader. The same
information could have been expeditiously delivered in under a minute. The point here is,
THE EFFICIENT USE OF THE LANGUAGE!
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