Tommy Kramer Coaching Tip #633: Work On Your Timing

One thing stands out immediately when I listen to someone – that person’s timing. (And the station’s timing, too.) Waiting for that ‘last logical moment’ to start talking, or to hit the next element when a song ends, for example. Yes, we’ve all grown used to cue tones – but who’s creating them? Sometimes I wonder if we’ll ever hear the ending of a song again without some Imaging piece crashing in or the air talent talking over it.

Settle down. Wait for the right place. And PDs, watch your Imaging. Some of it is just downright annoying. Tactics don’t matter if the Strategy in presenting them is flawed. Most music stations almost seem like they’re trying to chase the listener away – and then they wonder why their ratings sag.

The whole staff should be infused with this “sensitivity factor”. Back in the day when we had giant ratings shares, we really cared about this stuff. If you constantly step on the music or BLAST your Imaging AT the listener, you’re courting an “I really don’t care to listen to this anymore” reaction.

Low ratings will inevitably mean low salaries because of diminishing revenue. CARE more.