Now I'm not saying music isn't an important part of our business, just that it shouldn't be the most important part... by this I mean in this day and age someone who only listens to radio for music can get online burn a couple cd's and put their car radios on randomn and have a radio station that only plays their favorite songs. What I'm trying to say is a lot of radio stations are too easily duplicated with very little effort... plus when they do the aforementioned process they don't have to listen to any commercials or annoying call letter jingles in between their favorite songs.

My point being established, radio should involve an air talent- as opposed to a faceless jock programmed to say what is required taking as little time as possible to say it. Ask yourself the following questions taking time to answer them. Why did I get into radio? Whatever happened to personality? What would I want to hear on the radio if I wasn't invloved in this business? When I'm on the radio how much should I talk? These are my answers compare them to yours if you wish.

I got into radio to be myself. When I was very young I heard a personality doing his show and I thought he sounded humourus, intelligent and above all... COOL. Most likely if you think about it your answer was simaliar to mine, maybe not the same words but most likely the same concept. In high school, I was the popular kid with no freinds, by this I mean everyone knew my name but I had very few people I actually hung out with. Where I'm going with this is no matter what you were, now is your chance to be well liked just by being yourself, hence, now is your chance to be everything that is COOL!

Personality in this business is becoming obsolete. This being said, if anything will kill radio it is the lack of personality... personality is the only thing that seperates us from popping a cd in the cd player. Of course there are contests and giveaways but what is the chance of "the right" listener winning these contests and not just somone scanning the dial who happened to hear the "instant winning touchtones." What I'm saying is how different is one touchtone from another? The answer not much. By adding personality to the contests makes sure an "active" listener wins the contest. Ask them a question... make them do something to earn whatever you happen to be giving away. However you put it adding even a little personality would solve many of our problems. Whether you are funny or informative it doesn't matter it makes the listener pay attention!!!

This one varies from person to person but my answer is as follows: Most importantly I listen to be entertained... a good mix of intelligence, humor and yes... music. Obviously music is important as established before. I am a young male... and am not particularly fond of boy and girl bands... I still like "fart" humor and the "bad boy" image, and sports to me are cool. That being said whatever is contained in your show keep it focused to your core audeince. Of course this relates to age, ethnicity, sex, religion, and many other key factors. We can not please everyone who might listen to our radio station but we can please the people we aim to, if we do what they like... musicly and otherwise!

You should talk as long as you have something to say... don't ever limit yourself to 10 seconds... talk as long as you make sense and are communicating your point. Of course don't allow yourself to wander... stay on one topic and when you've established that topic shut up and play music. Most importantly if you have nothing to say.... don't speak!

Finally in conclusion, radio should be cool, current, informative, local, and Fun!! Understand we have the ablity with our form of media to define each and every one of the above. I leave you with a quote from one of my favorite movies of all time, that I feel is completly relative to radio... "We are the music makers, We are the dreamers of the dreams." It was said by a very intelligent man, at least that's the way I saw him. It was Willy Wonka from Willy Wonka's Choclate Factory.

Thanks for reading I hope I made you think just a little...

Brett James Beach