Unfortunately for some broadcast properties, they are perceived to have too many interruptions, no humor and no life. They are nothing more than a blob of obtuseness on the AM and FM dial. No one talks about "What are those crazy people at 'XYZ' station(s) doing today?" It is imperative for broadcast properties to set themselves apart from the crowd.
Obviously, broadcast properties must set themselves up to win a particular front. If a front is available, great. If a battle zone is occupied and it's wanted...then the property must flank attack or guerrilla warfare it...not frontal. You don't make money by saving money. You make money by creating something people want and then feverishly manage your costs.
I think the long-range listener is cultivated by treating him/her as a human being. Keeping excitement on the radio and a reason to tune in is of the utmost importance, in my estimation. Working hand-in-hand with management, the sales department, combined with the air-staff and engineering department, and a positive attitude among all employees, I firmly believe is how we will stay a viable long-lasting, money-making broadcast property.
