RedTech Magazine July/August 2026 drives growth through connections
Great programming takes courage. Sometimes that means taking a creative risk or standing up for an idea. At other times, it means asking a question when accepting what is already on offer would be easier.
One day, a record label called me to arrange a lunch the following week with Jon Bon Jovi, who was visiting the market. Simply accepting the invitation would have delivered a memorable personal experience. Instead, one question opened a much bigger possibility: “Could we do something with Bon Jovi for the station while he’s here?”
That question transformed the lunch into a free Bon Jovi concert in the city’s main square. About 10,000 people attended, creating a shared audience moment that extended far beyond the original invitation. The opportunity existed because someone looked at what was being offered and asked, “What else could we do with this?”
Of course, asking does not guarantee success. Repeated efforts to persuade Ray Parker Jr. to perform “Ghostbusters” at a station Halloween party went nowhere, despite a strong case and several approaches. The answer remained no, but nothing was lost by pursuing an idea that could have elevated the event.
Programmers must act as advocates for their audiences. Their role extends beyond deciding what will work on air; it includes imagining what could create a better experience and then seeking the access, money, promotion or support required to deliver it. That demands a willingness to hear no without allowing the possibility of rejection to kill the idea before anyone else considers it.
Ask for the guest, the budget, the promotion, the access and the opportunity. Some requests will fail, but others may unlock an experience that listeners remember for years. Great programmers do not merely accept what others offer; they have the courage to explore what else might be possible.
Takeaway: Be the audience’s advocate and ask for what could make its experience better. If you do not ask, the answer is already no.
Ken Benson has spent more than 40 years helping radio stations around the world build stronger brands, sharper programming and more memorable on-air content. Through his consultancy, P1 Media Group, he has advised broadcasters across six continents on strategies to turn good stations into dominant ones.
These stories might interest you
Good to Great Lesson #23: Your real product is companionship
