So, what did you do with your extra time on the extra day?

“How did it get so late so soon?
It’s night before it’s afternoon.
December is here before it’s June.
My goodness how the time has flewn.
How did it get so late so soon?”

Dr. Seuss

In our business time IS what we do. We sell time, we fill time, we announce the time. Whether our vernacular is “time spent listening” or “average weekly time exposed” we are in the business of time.

“People don’t trade money for things when they value their money more highly than they value the things.”

Roy Williams

Consider this the next time you see your ratings dip…

Your listeners won’t give you their time if they value doing other things more highly than they value giving it to you.

Even when they finally give us their time, how often do we waste it? Too much chatter. Songs they don’t know or love. Information that isn’t relevant to their lives. Traffic reports for traffic they’re not in.

Give your station some time right now. Is your station using time wisely You’re either giving your listeners something of value or your wasting their time.

Should there come a time that we waste their time one too many times, they may not tune back.

To paraphrase the great baseball philosopher Yogi Berra, if somebody doesn’t want to listen nobody is going to stop them.