It’s not hard to remember, is it? I’ve just heard a national network in one link refer to ‘some people’ who may have been to such-and-such a concert, and in the next link, solicit ‘if anyone has heard those albums’ ..

For the last couple of years, I’ve wondered if I was out of touch on the whole ‘you’ thing. Our beloved medium does and should move forward. TV people have done radio, some rather well, and brought along their ‘folkses’ and their ‘ladies and gentlemen’s’. Language changes, maybe we should too.

Which is why it was so wonderful to open David Lloyd’s brilliant How To Make Great Radio, and read a first chapter dedicated to righting this wrong. Every radio programmer I’ve ever respected makes the same point. Valerie Geller, particularly emphatically.

You connects. Radio is usually consumed solitarily, and even when it isn’t, it’s consumed individually. The pictures formed in my head, the thoughts sent racing, the emotions or response are mine, and will be totally different to yours.

You liquidise a radio kitten every time you talk to more than one person.

I know you know that. Everyone in radio does, surely? So why do we hear so many links that break the rule?

If you produce, consult, coach or manage radio people, from the biggest station in the land to a 10 watt RSL, please make sure they know this shit. Under £45 will get them a copy of both Valerie’s Beyond Powerful Radio and David’s brilliant new book. (He talks about the you thing in this podcast.)

Get them to read it and do it, and let’s start the you fightback.





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