Dave Charles is a one time Canadian radio legend who long ago took his wisdom Down Under, doing consulting work for stations in Australia. 

But while it's a different part of the world, some of his lessons apply everywhere. And in a wonderful article, he compares the current state of the industry there (also applies here) to the Titanic - heading for a disastrous iceberg and ready to sink. 

I really like some of his advice, although you won't be surprised most radio execs. think he's crazy. Take one of my pet peeves - a perception (and I suspect it's more than just a perception) that modern radio simply plays too many spots at once, trying listeners' patience. 

"A long time ago I...(suggested) changing the ad spot sets with 5 second, 10 second and 15 second commercials.

I concluded from active research that a new spot set would be 1 minute maximum. In that minute you could carry two 15 second commercials and several commercial  brand mentions and reminders. “Huge tyre clearance this weekend at Goodyears tyres all locations. 50% off all tyres.” That’s all you need to say.

My ideas was laughed at. The agencies won’t buy into your thinking.  Forget about it.  Go away!...The...average listener doesn’t want 5 minutes of commercials in a row to get a 30 minute non stop music sweep. 

Listeners tell us that when the commercials start, they either leave the station for their own info and music sources, latest news headlines, traffic and accurate weather updates. They simply will not wait around for your fixed time features anymore. Doh…even Homer Simpson knows that."

Been there done that! I hope Charles comes home soon. We could really use his knowledge here. But like the boy who cried wolf, someone needs to listen to him before it's too late.

Local radio heading the same direction as S.S. Titanic