November 5, 2009

When's the last time you really broke the mold ... in sales and programming? A mid-sized market station I know is in a town with a hotly contested Mayoral race. For your reference, it's a Rock station. An Alternative-leaning rock station at that. Two weeks ago they came up with the idea of hosting a Mayoral Forum live on the air at 9a in morning drive.

Yes, busting the mold. But they did it with their style. And made some nice bucks ... 10K in "found," "make-it-happen" money. They packaged it up. Sold it to the restaurant as on location. Sold two title sponsors and broke the mold. What resulted was not only very relevant, topical programming as timely as the daily barbs thrown by the politicos, but great radio. There were fireworks. The press was there. TV coverage. Newspaper coverage. And, suddenly, this Rock station was the BIG station in the community. The one where people that day said, "Were you listening to KXXX today?"

Is that worth not playing 12 songs that hour? Is that worth $10K in found money? Is that worth the perception of being the voice of the community and expanding images? And be the new best friend of one of these guys who WILL be Mayor? Good call. So, this week think about it. Can you? Should you? Would you bust the mold? I dare you. You just might be more successful. And couldn't we all use a little of that?