Is your radio product any longer relevant?

Every moment of every day all the way around the world, radio stations in competition with each other and fighting over every diminishing revenue resources, carefully adjust and readjust their programming in the search for that successful programming formula that will prove compelling enough to attract, hold and grow their target audience so that they can quote wondrous figures to justify why people should advertise on their stations.

It's a never-ending battle within a context of increased competition whereby the station that finds that formula is the one that wins that particular round. And here's the strange part: when any radio station cracks that formula, they then broadcast it for everyone to hear!

All this is happening in a rapidly shifting media environment where radio is no longer the dominant supplier of electronic content, and the once passive consumer is now an active producer of their own content, demanding immediate recognition and respect for their demands and opinions, as well as more intimate contact with their preferred station.

However, there is one element of a radio station's programming that cannot be copied, that can ensure differentiation and continued innovation - therefore competitive advantage - and, more importantly, can provide the key to closer contact with the listener. It is the on-air talent, and now, more than ever, they need to be cutting edge.

As a media analyst and consultant Daryl specialises in providing strategic insight into the future of radio and the key to securing competitive advantage: the assessment and development of the on-air talent. In part to achieve this end, this site contains a wealth of free stuff to help radio talent develop what he calls 'the edge'. This is divided into four sections: The Philosophy of Powerful Radio, The Psychology of the Listener, Preparing the Product and Brilliant Execution. All the material is completely original, practical, and most definitely fluff-free! It's hard- hitting and holds no punches. But then if you can't take it, you shouldn't be in radio.