Disney's "Low Ride Out" Policy

Some years ago WAJI/Ft. Wayne PD Barb Richards attended Disney Institute and came away raving about many principles she learned and put into practice as a programmer.

For example: "When they put in a new ride, they take out the one with lowest ridership."

If you are a popular station, you probably get lots of requests to be involved with events. It's hard to say no -- and the next thing you know you're over-committed. Rather than adding and adding to the calendar, look at the events that give you the most exposure or the really big image builders. Keep those, move some smaller events in and out. Say no to the rest. Don't be afraid to move on to new things when you sense an old one has run it's course.

We kick off our "95 Days Of Summer" with a water-park party.

There's just no other way to start the summer in Fort Wayne. Unfortunately in the years we have done this event, the weather has been crappy more times than not. We used to do a rain date, but discovered that it was really hard to keep up the enthusiasm. So we decided if the weather was bad, we would just cancel.

Still planning on doing it next year, but thinking about what we can do as an alternate. How can I make this event still work with our lousy, unpredictable Indiana weather?

Ask yourself when someone wants the station to become involved if this is the best decision for the station. How would you feel if you heard it on anther station? Would it bother you not to be there?

These questions can help you decide if you want to be involved.

Promotions are great, for so many reasons. But they have to work for the organization or sponsor, and work for the station.

What About Rascal Flatts? The CRS Boat Show? What About RADIO?

(picture: ironically, yesterday was "Record Store Day")

Uncertainty reigns in the wake of last’s week’s Disney announcement that Lyric Street Records is closing and then just one day later Joe Galante’s announcement that he will depart Sony Music/Nashville after being with the company that started as RCA Records since 1982.

Where does that leave Rascal Flatts, Bucky Covington, Love & Theft, the traditional Thursday night CRS General Jackson extravaganza, let alone numerous still-budding artists that Joe has remained loyal to in spite of relatively low sales figures?

Someone at Disney in Hollywood and EMI Publishing/Nashville EVP/GM Gary Overton gets to make those calls now as one label shuts its doors and Overton jumps across the street with a changing of the guard at another:

"When Joe told me of his decision to leave Sony, I thought about all his great accomplishments in nurturing the careers of some of the icons of our business: Dolly Parton, Alabama, Alan Jackson, Brooks & Dunn, Kenny Chesney, Brad Paisley, Carrie Underwood, and many, many others. I am honored and humbled to be tapped by Rolf Schmidt-Holtz to build on the legacy that is Sony Music Nashville. And I am very excited about having the opportunity to work with the great artists at Sony, as well as the very talented staff."

Lyric Street regional promo rep Dale Turner also announced that he’s retiring at the end of 2010 with the closure of his employer's Music City offices:

"It is true that many of my co-workers have lost their jobs and it's a sad week for sure. Many of you have dealt with the harsh reality of consolidation and this is no less difficult to embrace. However, the release should have stated "Disney decides on a major restructure of their Country Music Record Label"...what remains @ 1100 Demonbreun Street in Nashville is a fully staffed promotion team lead by Kevin Herring. The difference is that he reports directly to Disney Music Group Chairman, Bob Cavallo, instead of a local label President here..by the way, I've worked with and for Randy Goodman 25 years combined between Lyric Street and RCA and cannot say enough about his business acumen. Rascal Flatts is still negotiating with Disney to extend their recording contract and we currently have a single crossing into the top 10...24 of their 26 single releases have scored top 10 or better in the past 10 years..next up is their new album which they are finishing up and debut single forthcoming...so it will be an exciting summer working their new music @ country radio. I just felt compelled to set the record straight...all of our resources that allow us to go to radio to promote and market the music are now based in Burbank but that doesn't change the commitment, investment and dedication of our artists and their music at country radio, that I can stake my reputation on."

Is it the beginning of the end of business as we know it?

Isn’t it always?

Meanwhile, the RIAA’s lobbying efforts continued last week at full force to enhance their new business model by taking a percentage of radio's revenue.

So. What would you do if all the record labels closed one by one and you had to count on relationships with music’s artistic community and music fans if you wanted to continue to use music as a part of the service you use to draw and hold an audience - even if it cost twice as much to do so?

• You’d find out which songs and artists your listeners were discovering through all possible sources.
• You’d experiment with new sounds which excite you so as to gain an edge over other radio stations your target might also spend time with.
• You’d listen to every song on albums and in concerts by artists which drive your music image and expose only the ones which drive usage, passion and exclusivity.
• You’d use every available tool to leverage your ownership and identification as the one who stands out in the crowd championing the very best of your genre.
• When a promoter called you to tell you about their clients’ priorities, you’d listen and then you’d share yours - and even more importantly - your users’ - with them so that you could hopefully work together to monetize both sides of those transactions.

Welcome to tomorrow!

What are we waiting for?

Don't Laugh: You May Be Asked To Do This Too

A week ago, Seattle’s now “online only” newspaper, SEATTLEPI.COM staff writer Casey McNerthney's typical day was spent looking through gruesome photos of a homicide scene.

"So when my job assignment Friday was to ride in a La-Z-Boy-style chair suspended by helium balloons 50 feet off the ground at Gas Works Park, it was a nice surprise.

		Joshua Trujillo / seattlepi.com
	A member of the Seattle news media goes airborne in a chair tied to more than 60 helium-filled balloons on Friday during a publicity event for a new Disney movie at Gasworks Park.

The event was blatant promotion for "Up" -- a Disney-Pixar animated movie about a man and boy who take a ride to South America after tying hundreds of helium balloons to a house.

Disney officials hired top crew members from several states (including a an FAA certified hot air repairman --didn't know those existed) and launched promotional tours along the U.S. coasts.

A replica of the red chair in the animated movie was specially designed to fit a harness and have dozens of large helium balloons tied to it. Four rope lines kept it from floating away.

The public wasn't allowed to take rides, but I got to be one of the enthusiastic media guinea pigs.

Fair? No. Fun? Yes."

"You feel like a kid," KCPQ/13 Meteorologist M.J. McDermott (after her 10-minute trip up.) "It's so relaxing and so beautiful."

How "Hannah Montana: The Movie" Got Filmed In Tennessee

Reporter Cindy Watts writes that Billy Ray Cyrus did the hard work to convince Disney's Hollywood execs to use the state as the backdrop, not just movie sets:

"I'm excited, Miley is excited, the fans are excited. We're looking at this like it's a celebration of our family, of our roots, of our musical heritage and of our fans. It's just a great time to throw up our hands and celebrate life a little bit along with the fans, because without the power of the people, we neither one would be here." -- Billy Ray Cyrus

Cyrus started the long process of having the movie moved to Tennessee and was originally met with opposition. But he took the script and a camera, flew to Tennessee and photographed locations for each scene, ultimately convincing the company to change locations.

"They said, 'Wow, it does look exactly like the movie. But can Tennessee meet it financially, are they going to have the incentives they have elsewhere?' " Cyrus recalls.

Personalities And Programmers: Do This Job Where You Are Now

When I need ideas to help A&O client country stations do better with younger demos, I turn on Radio Disney.

They constantly show an awareness of how getting the values right can create a bond of loyalty which transcends age.

Thus, when I saw their ad this week, I wondered just how many of US do these things?

• On-site show prep, 30 minutes for every 60 minutes on the air
• Attend monthly jock meetings
• Attend monthly one-on-one meetings with VP Programming or assigned supervisor
• Personal appearances
• Occasional weekend shifts
• Available to fill-in shifts in case of emergencies
• Work closely with VP Programming to create ratings and help generate revenue
• Production voice over and commercial production
- Must have prior knowledge of Radio Disney and Disney Channel programs
- Strong interest in kids’ media, youthful attitude and sensibility, witty, topical
- Exceptional interpersonal and communication skills with proven ability to participate in teams
- Ability to work well under pressure of tight deadlines and on-air duties
- Have a solid work ethic, grasp of business skills, and exhibit a professional image

The word "apply" doesn't just mean that you should send in an application for this job if it sounds good. It also means..

• use: put into service; make work or employ for a particular purpose or for its inherent or natural purpose; "use your head! ...
• be pertinent or relevant or applicable; "The same laws apply to you!"; "This theory holds for all irrational numbers"; "The same rules go for everyone"
• practice: avail oneself to; "apply a principle"; "practice a religion"; "use care when going down the stairs"; "use your common sense"; "practice non-violent resistance"
• enforce: ensure observance of laws and rules; "Apply the rules to everyone";
• apply oneself to; "Please apply yourself to your homework"
  

And, now that we have our homework, let's get to applying it!