Inside Music Media

Go on the air and wage war against digital. I didn’t say don’t do digital. I said declare war and point out its weaknesses of which there are many.
Every week a radio station should make news and I don’t care if you play the most vanilla music that anyone ever heard. Reset their attention every Monday.
Don’t give me this negative stuff about how Millennials don’t listen to radio. I already know it!! If I made the decisions on your station I’d have more Millennials than you can handle with this one move.
Okay, okay. I’ll tell you the move. Become the station that pays down student loan debt. I’ll tell you how this works without going broke and how you can get the Mexicans to pay for it – alright that part is bullshit – but I will show you how to get someone else to pay for this life changing promotion at my upcoming Philly conference.
If you are a really young skewing station, tell your listeners no one over 50 allowed. Say it again and again. Come on, all that old branding stuff isn’t working anymore. Speak in terms 18-34’s can readily understand.
Pick apart other radio stations on-air for the things they do that are not cool with Millennials – and hit them again and again. This is the age of no bullshit not political correctness.
When it comes time to do traffic, tell them to take their phones out and use Google Traffic while you use what was traffic report time to tell them who is hiring good jobs. You think they’d like that tradeoff since only old people use radio for traffic info.
Punish competitors for being robots by making all your jocks live.
Let jocks talk (no longer than a tweet) every three minutes except twice an hour. I’ll show you how in Philly.
From now on everyone on your station talks like they tweet – but first you have to learn how to adapt tweeting to radio.
Attack streaming while simultaneously doing it.
Your station must sound like its listeners from now on – this doesn’t necessarily mean all air talent has to be 22 years old. Know the secret ingredient.
I sold millions and millions of trade press ads a year when I owned Inside Radio and I dictated price, length of contract and terms. Why did so many advertisers buy me? Ask my friend Barry O’Brien the best R&R salesperson that ever lived.
The next time your competitor drops their pants and throws tons of bonus spots at an advertiser to win the majority of the buy, immediately take your offer off the table and walk. Secret for those with cajones: advertisers want what they can’t have and they’ll think you’re better (and they may have a dictate to buy you so now they’ll have to negotiate fairly). More strategies like this, not by sitting home and continue getting bonused to death.
Blow up your morning show. Want to find out what Millennials want from a radio morning show – by the way, we’re not giving it to them. Dan Mason will bring direct requests from listeners in a Millennial Radio Makeover. Wait until you hear it from the mouths of Millennials.
Want to make more money than all your current digital endeavors now? Take the time between 7pm and 5am and create binge content to sell at a premium. This can turn dead time into a license to print money.