Naples, FL called to some in 2004. How many in our industry are marking time to retirement in Naples and how many are building for the future? When 2005 closes this time next year it will be the half way point of the first decade of a new millennium. Will broadcasting be up, down or - - like now - - treading water in a choppy, dangerous sea? I recommend application of the Five C's - - with the emphasis on Common sense - - as we go forward.
The New Year is not the time for more talk, less action, but rather a time to begin to make a commitment to fix the issues that are in our face right this minute. The decision makers that think they can find the answer at some booth at consumer electronics show are not even asking the right questions. Local is where broadcasting is strong. Fix it locally. Make 2005 "The Year Local Muscles Up."
Radio & Television Business Report practices what it preaches. I apply the same advice given here to my own day-to-day business plans. For 21 years RBR Magazine served just radio, but could not stand alone to meet the Commitments and demands put upon it to find solutions to Cross-marketing problems without biting the bullet and Challenging ourselves to produce what the medium and all executives demand - Commitment and willingness to invest in the young generation of broadcasters in radio and television who have a passion for radio and television now and will become the leaders of tomorrow. And that tomorrow needs to start happening, literally, tomorrow, to make sure there is another tomorrow in 2010, and in 2020, and in 2100 for that matter.
Tomorrow will be here before you know it. You may well look in the mirror as I have and find yourself saying, "Damn, where did the time go these past four years?" Now the key is to make the most of the next one. As Smokey the Bear used to say, "Only you can prevent forest fires." Don't wait for someone else to lead your way. Apply Common sense and Challenge yourself because when the game is on the line a winner always wants the ball.
And what will it take to win in 2005 - passion and heart - miles and miles of heart.
Are you reading this from a forwarded email?
