By Dave Charles and Lee Abrams
This is a collection of concepts and ideas that Lee Abrams and I have recently talked about. I thought I’d put them together and share them with our radio friends on the front lines.
BALANCE THE COMPANY
In the realm of breakthrough media, excellence isn’t just a buzzword; it’s the lifeblood that flows through every operation—revenue, technology, engineering, and programming. Programming leaders must wield the company vision with the same ferocity they apply to their financial pursuits. Serious attention to content and creativity must be woven into the very fabric of the organisation, not just an afterthought.
RESPECT FOR THE PAST WITH PASSION FOR THE FUTURE
Media’s rich history is a treasure trove of lessons, but it’s just that—history. We honour it not as a blueprint, but as a stepping stone to design a thrilling future that captivates audiences.
GUIDANCE
Creative minds need to break free from the shackles of outdated conventions and ingrained assumptions. They deserve the kind of guidance that even the greats like The Beatles relied on—a master producer to channel their chaos into something extraordinary. That was George Martin’s role. As a content director you have a similar role with your stations content and curation.
KEEP ONE FOOT IN THE STREET
As new media emerges, leaders need to keep their feet firmly planted in the street. Disconnection breeds isolation, leading to media that merely follows trends rather than setting them.
THE BIG FIVE
In an industry often driven by ego and denial, embodying five core principles
1. Respect 2. Firmness 3. Engagement 4. Commitment 5. An unwavering passion for the mission.
All are critical for success.
UNDERSTAND THE BALANCE OF ART & SCIENCE
In today’s digital landscape, the balance between art and science is crucial. Some are artists, some are scientists, but it’s the harmonious blend of both that creates magic. Empathy is key in understanding the unique wiring of each, allowing for collaboration that amplifies creativity.
24/7/365
Creating magic in this century is a full-time endeavour. Anything less than complete immersion is a recipe for mediocrity in an ultra-competitive landscape.
COMMUNICATION
Email may offer convenience, but it can’t replace the raw power of dynamic communication—be it in groups, written exchanges, or one-on-ones. Honest, low-BS dialogue is essential for building rapport and driving innovation.
Texting is replacing emails as a more direct method of cutting through the everyday email clutter. We recommend to all our stations that they use a TEXT system to capture all contesting. This also creates an instant daily data base of your P1 and P2 listeners.
INSPIRE FOR THE RIGHT REASONS
While ratings and revenue are essential goals, true inspiration comes from nurturing content brilliance. Too often, the focus on revenue overshadows the need for a clear creative roadmap that leads to both innovation and better revenues. Podcasts are leading the way with better quality content and performances.
WALK THE WALK
Leading from the front lines has never been more critical. It’s about living your principles in every breath you take, embodying the values you preach. The best Content Directors do this automatically. They lead by ‘walk about’ in the work place giving support and leadership to everybody. Someone in your workplace is having a terrible day (they need your support and time) while others are soaring. If you work in a closed office environment you’ll often miss the action on the floor.
MOTIVATED PEOPLE
The complexity of the media landscape demands an army of motivated individuals, liberated to create the magic that cuts through the noise. It’s not just about a creative culture or a sales culture; it’s about cultivating a winning culture that celebrates mental diversity. Listen to your people who take the time to express another point of view. Many stations suffer from lack of two way communications.
HONESTY AND INTEGRITY
Though it may sound clichéd, honesty and integrity are paramount. Maintaining high standards in every facet of programming/ operations will separate the winners from the rest. If your work culture is full of lies and here-say then you’ll find yourself in a downward spiral which from my experience can destroy your business.
URGENCY
It’s not just a mindset; it’s an attitude. Urgency should be focused and deliberate, not frantic and haphazard. ‘lets do that tomorrow’ when it needs to be done today will put your station in jeopardy. Immediacy is vital to staying on top of things that are best for your business.
OPERATING AT THE SPEED OF 2025
Completeness and attention to detail are non-negotiable—right down to how the receptionist answers the phone. This is what I call ‘first impression’ or ‘front of house’. If your listeners can’t get to someone to answer their questions then you set yourself up for failure. Set up a text system for faster response time.
THINK AND BEHAVE LIKE A TECH COMPANY
Media companies can adopt the bold, innovative behaviours of tech leaders. Devices are simply conduits—what elevates them is the brilliance of the content we transmit. Content is still king. Relevant and local content tops that.
THE COLLISION OF AMAZING CONTENT WITH AMAZING TECHNOLOGY
Too often, we see incredible technology paired with average content. Content creators must be as inventive and forward-thinking as tech innovators. This collision will define the winners in the media landscape.
MULTI-DIMENSIONAL THINKING
Media can be one-dimensional. Leaders must seek inspiration from all corners, breaking free from the confines of traditional “in the envelope thinking. The world is transforming, and we must tap into every nuance of its pulse to design and execute media for the 21st century.
CREATE A PROGRAMMING CULTURE THAT ATTRACTS THE BEST
Big media doesn’t always have a reputation for invention. We must cultivate an environment where the brightest talent wants to work and make it happen. Big Box format such as offered by iHeart can miss the mark. If you’ve got a better local talent give them a shot to grow a local following.
JOBS OR MISSIONS?
In the media war, framing roles as missions rather than jobs is more fitting.
THE JOY OF WINNING IS ONLY ECLIPSED BY…
The sheer joy of creating exceptional media that resonates and inspires.
Dave Charles (left) is the President of Media RESULTS Inc. With more than six decades spent working in radio here and overseas he was inducted into the Canadian Broadcasters Hall of Fame in 2024. Lee Abrams (right) has worked as a consultant to over 1,000 radio stations, 12 major print publications, tv stations and cable networks and is the designer of XM satellite