MAKE TIME FOR TALENT

This is for PD's. It's important.

I was reading Mark Ramsey’s BLOG about AOL getting into the talent/personality business:

AOL will on Monday launch a late-night video block featuring highlights from podcasts by director Kevin Smith and comedians Adam Carolla and Kevin Pollak.

“The idea is to take these very popular podcasts with their very rabid audiences and find a platform-appropriate way to create a programming block,” said Amber Lawson, AOL’s head of programming. “We want to tap into their audiences and create video content that is consumable in one- to five-minute chunks.”

…AOL will likely add more elements to the comedy block in the future and is searching for women and minorities who fit the concept.

AOL sees the importance of compelling talent. Why doesn’t radio? Now more than ever is the time to make sure that you are coaching, motivating and critiquing your talent.

They want the feedback. They crave the attention. It will make your station better. It's a win-win for everyone.

It's amazing to me when talking to air talent how few of them get coached (or get any feedback) from their Program Director. I realize PD's are really busy and have a ton on their plates. PD's need to tackle the biggest priorities first. To me, there are very few priorities as big as talent. Especially today when there are so many different sources of media and entertainment competing for the listener’s attention, like AOL. Spending a little time with your talent is not only good for moral, but the future of your product.

While sitting down and listening to an aircheck together is always good. Sometimes just spending some one on one time with your talent "talking radio" has numerous benefits. Your talent needs to know your expectations, your philosophies and your goals. If they are not getting better, growing and meeting your expectations, it's really nobody's fault but yours, the PD.

If you’re not making time for talent, I would start. Let them know you care. And if you don't care, maybe it's time to find a new career.