The first thing we do is eliiminate ALL the consultants.
The second thing we do is smack most “account execs” upside the head.
The third thing we do is build on Radio’s strengths. It is the most intimate and most portable media. It requires only one of your senses...hearing...while all other media require more involvement.
Forgive the meme but Radio is at it’s best when it is live and local.
FWIW the best time I had with a consultant was in a group meeting. I walked in fashionably late carrrying a fake WWII Navy bomb under my arm. I quietly took my seat, placed the bomb upright next to me, opened my aluminum briefcase and placed a small tack hammer on the table. Looking at the consultant I said, “OK, I’m ready.”
Been at that same station for over 25 years which any Radio person will tell you is not something to be proud of...sigh.