Failures in radio often come because management doesn’t take the time to understand the why’s of success. The result is a sound-alike radio station in every market. This is what I term homogenization. Originality isn’t as popular as it should be,
most of the time because radio people don’t think they can be original and often being original is merely more difficult than copying. So they slap a new name on some superficial ideas and call it originality.
It’s all about content. But it’s a bit more than content, unique content, content listeners can’t find elsewhere and find entertaining. Maybe it’s a music stationality, a morning show, an on-air attitude, or all of the above. Spending time on creative development results in your radio station being the original in your market.