BENCHMARKS...REALLY?

I recently got a call from a major market personality who was moving to a new daypart.  The PD told him that he wanted the jock to "put your own stamp on the show."  So the jock called me and wanted to know what kind of benchmarks he should do.

Without hesitation, I told him to never do benchmarks or features just to do them. 

In the last few years I've totally changed my tune on benchmarks.  In the past, I would have come up with a list of things for this jock to do. 

But today, I think most benchmarks are played out with no real thought or strategy behind them.  A lot of jocks like to have something "to hang their hat on" and they mistakenly do that with pretty weak and ineffective benchmarks that do nothing to move the ratings needle.

Instead, I told this personality, "I'd rather hear you talk about something topical, that your audience is talking about, then a weak benchmark.  Make the show your own by being you and doing things ONLY YOU can do.  Talk about your kids and your life experiences.  Be relatable and real.  Be a storyteller.  Do something that can only come from you."  These are all more important than a benchmark. 

Rethink any benchmarks you are doing.  Ask yourself "why" and "what's the benefit for the listener?"