​Listen … Really Listen

(By Mike McVay) When is the last time you really listened to your own radio station? I mean, you awoke thirty minutes before your morning show began and listened until 1:00 AM, and took notes as you listened?
 
That’s what listening is all about. Really listening, that is. Looking at the program and music (or content) log as you listened. Hearing what the air talent says, how they say it and when they say it.
 
Where are the commercials placed? How does the commercial production sound? What about the promotional messages? Are they well produced, easy to understand, and they’re selling a benefit to the audience?