The first five days of any radio station are the important in its life cycle, which seems to be lost on quite a few people. You can either merge slowly and cautiously onto the freeway and slowly get gobbled up in the traffic, or you can audaciously blast down the ramp, weave through the traffic and leave everyone in your rearview mirror.
After a few months of “establishing our music position” and playing 10,000 songs in a row with no talent or commercials, you’re just another station.
When I know that someone is going to launch on a client, the most important thing that I stress is that they need to keep them off-balance and in boxing terms, don’t let them get their feet planted because it will then be 1000X more difficult to knock them down. And this is a fight and at the end someone will keep their job and someone won’t.
