How an air-conditioning mechanic in Sydney Australia became an award winning broadcaster in Britain Part 68.

09May14

I first found out how cut-throat commercial radio can be while I was at 2GO on the New South Wales Central Coast.

Before I got into radio, I thought the product that commercial radio sells is audio entertainment. Yes, that’s what the medium produces but that’s not what it sells. Commercial radio stations sell ears. The more ears your station reaches, the more money you can charge for advertising. That’s why ratings are taken so seriously, they’re radio’s productivity report.

When RG Capital bought 2GO in 1996, they also bought our main competitor, Coast Rock. They moved Coast Rock into our building. Although we now shared facilities, we were still competing against each other. When I presented the night-time show on 2GO, the bloke in the next door studio was on the air against me on Coast Rock. We were number one and two in the market.

The night-time numbers were very kind to me in my first ratings book and not so kind to Coast Rock. Less than a week after the ratings came out, Coast Rock’s night-time presenter was replaced. Wow, I thought, if things had gone differently, that could have been me!

If you’re an on-air presenter, your pay is determined by the amount of ears you produce. The presenter that produces the most ears, gets paid the most but if you don’t attract enough ears, you’re out on your ear.

Craic on!

Listen to the latest Mack Nuggets at http://www.mackmedia.co.uk

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