Step Two: Create an Intern Program

The following is the second of seven upcoming blogs on my suggestions as to how to fix radio so it thrives

Step Two  to saving radio involves increasing the talent levels at your station so your commercial air sound is noticeably improved.

There isn't one station I can think of, in just about any market, that doesn't complain about not having the right talent to do killer in house radio production. Of course, most of this has to do with the indiscriminate firing a lot of talented producers and writers over the years in the name of 'cost cutting'. But I digress.

Yes, limitations are there in stations that need the advantage of producing solid local ads but don't have voices that fit the need. Most times, there's a lack of quality female voice actors. Many times impersonations are an issue. Voice characterizations? Almost nonexistent.  And many times, the only talent available are on air personalities who are either NOT ALLOWED by the station to assume third party characters, or are simple liner readers who aren't good voice actors.

OK, MAJOR PROBLEM, especially for an industry that purports to be an entertainment medium. So what to do?

Humbly, I present  THE INTERN PROGRAM. Relax, it's far from an original idea.

Local area high schools with drama or communications departments (even Internet radio stations) or local area colleges and community colleges have loads of what you need-- raw material, better known as talent. And many would be willing to put in a lot of time in return for school credit.

So--- take time to create a program with one, two or even three local area schools so that their kids learn about radio, along with donating part of that time to 'lab work'---i.e., producing and voicing spots. All you have to do is screen applicants for what you need-- then assemble a group of  5  to 15 kids to participate in the program. Remember, more is better, due to scheduling conflicts. Then, all you have to do is turn on the creative juices. Best of all--- this potential talent is free of charge (a word all radio stations love and worship).

Now all you need is someone who can write for radio. So, either seek out someone local in your market or look to a service like ours. Point is, by creating an intern program that takes a little time and nothing else, you open a huge new world of possibilities, along with a nice little revenue stream. Top notch production will not only help you out duel local radio and Internet competitors, it gives people more reason to stay tuned, which ups quarter hour cume, which ups listenership, which ups ratings, which ups rates--which makes everyone happy.

Come on---- radio is STILL the most powerful creative medium there is. Let's MOVE people. Create an intern program and expand your capabilities now.

Next blog: Use social media for IMMEDIACY and INTERACTIVE SELLING and teach your clients to do the same