BETTER RADIO gets Better Ratings

THIS IS NOT ROCKET SURGERY, IT'S RADIO!

Radio is Live, Local, and packed to the diodes with I M A G I N A T I O N!

Warm, friendly people having fun; that's what wins in the morning!

Seize the mornings and you seize the day!

Great Radio is not verbal foreplay; telling the listener how great the next ten minutes will be if they'll just keep listening. That's like a center fielder telling the ball park how great the next inning's gonna be! You stay in your seat when you can't wait to see what will happen next. You play the inning you're in. You deliver great radio minute to minute. The best quarter hour extender is a great quarter hour of radio!

Programming is made of imagination, experience and instincts. Marketing should tell us who our best customers are and help us super-serve them. Marketing is NOT programming. Corporate radio is fine for stockholders but your radio doesn't wear a tie! Your radio is shuffling around the kitchen in bunny slippers. You radio is trying to merge into heavy traffic, late for work, and hates what it does for a living. Your radio needs to have a cup of coffee and start to feel good by being surrounded by friends who make him and her feel good.

Old School means: Fundamentals, Discipline, and Respect for the Game. The fundamentals of great radio are: Live, Local and Imaginative! Discipline comes into play when you present a consistent product, day after day -- you cannot have an bad day in radio. Respect for the game is recognizing your place in the lives of your listeners, your place in the community, it's history, and your place in the history of radio.

Everybody wants the big money but nobody wants to work for it. If you think "imaging" will get you better ratings then you think Ford would sell more cars if they paint F O R D in bigger letters on the side of the car. If Ford made better cars they'd sell more than Toyota.

Make better radio, get bigger audiences.

Now, if what you've just read excites you and makes you want to make great radio then we should talk.

Thank you,


Mr. Coburn