To the Editor:
I have heard many people question whether rock radio still has life in its once seemingly immortal bones. I believe it can survive, as long as it remembers its reputation for being rebellious and free.
The business side of radio is intriguing to say the least. The various media companies have starkly different philosophies: Some focus on market sizes, some on specific formats, some on spanning all demographics.
In my experience, the best way to maximize your effectiveness in radio is to focus on one target at a time and not spread yourself too thin. You must pick your battles in order to win the ratings war. Programmers must remain consistent, while also keeping competitors guessing and listeners entertained.
Despite its corporate underpinnings, rock radio has a teenager’s stubborn determination. That’s what will keep rock ‘n’ roll alive for many years to come.
Martin is an on-air personality on New York’s WAXQ-FM.