When I moved from Canada for a new career in the US,  I came bearing secrets.

(a) After ten years of working with the diary method of harvesting ratings, I was very hip to its bias. (The diary method was on its way to America)
(b) While at CFTR in Toronto, I stumbled on a way to attract adult women to the radio using hit records. (It was later called AC)
(c) In Indianapolis, @ WIBC/WNAP, with the help of Jack McCoy, I discovered surge hour programming.

What are surge hours, you may ask?
Surge hours are those four special hours when 85% of the listeners in any given market are listening to the radio. You win those hours, and you win the day.

The first time I put the surge hour concept on the air was at WIBC AM in Indianapolis.
Next, we created “appointment tune-in” using a contest called “The Magic Ticket.” (We only played the contest four times a day and heavily promoted those times.)

When the new rating book came out, we went from a 13.1 to a 19.4, 12+, in an FM world.
Wow, color me a believer, and of course, we immediately put the concept on in Dallas at KVIL. 

Later, when I began consulting, I met a potential client named Gordon Zlot at a radio convention. (By then, I had gotten the hours down to half hours.).
Gordon, who was the owner of KZST in Sonoma County, wanted to know how I thought I could help him.

I responded, “If you bring me your rating book, I’ll give you a free sample of my work. 
The next day, when I gave him the four times he needed to win in order to be #1, he said, “How can that possibly be true?”

“Gordon,” I said, That’s when 85% of the people who listen to the radio in your market are listening. Gordon, being skeptical, took my surge hour concept to Arbitron and got them to do a special run for him.

The next time I saw him, he said, “Hey George, Arbitron claims you’re wrong; they say it’s 87%, not 85.
(Gordon and I ended up working together for over thirty years.)

.GEO’S LIFE-LINERS

Over the years, I’ve become a lot more liberal, but I’m definitely not a liberal.

Of the top 50 most dangerous cities in the world, Mexico has 17 (6 in the top 10), Brazil has 12,  USA 5 (St. Louis, Baltimore, New Orleans, Memphis, and Detroit, in that order.) South Africa 4, Venezuela 3, and Columbia 2.

Always hang out with people smarter and better than you; it tends to rub off.

A bad day for me is a day without laughter.

Have you ever noticed that the church needs money to solve its problems but wants you to pray to solve yours?

I think the longest-running scam of all time has to be “Savings Up To % off.” (Keywords, up to).

Is Morgan Wallen’s success a backlash?

If you watch the new documentary about Barry Sanders of the Detroit Lions, it completely clears up the mystery of his retirement.

Why do we have to be politically correct about what names we use to describe the Arabs who brought down the Twin Towers and the thugs who sell drugs and kill people?

What I like about vigilantes is they don’t have to read anybody their Miranda rights.

You need to continue to educate yourself because the world we were taught to deal with no longer exists.

There is no safe way to become successful.

Winning never feels as good as losing hurts.

When you’re wondering why somebody doesn’t do something about a situation, maybe you’re the somebody you were wondering about.

Sometimes, you’ve got to get out of the town you grew up in because it’s where dreams die.

Unfortunately, some things just can’t be forgiven.

Have you ever noticed that what you should have said shows up seconds after you said what you shouldn’t have?

One of the strongest weapons in your arsenal is having the right to choose.

The world owes you nothing; it was here first.

Being educated doesn’t necessarily make you smart.

Hope fuels you.

The most popular music on the planet is Christmas Music. The only people who don’t like it are those who have to play it.

After sacrificing your integrity, you get to watch your leadership disintegrate.

Make no mistake about it: if the American Indians had as much money and power as the Israelis do, they’d be taking their land back, too.

COMMENTS

John Keogh: Great read, George. Radio never did adjust to new challenges; we all know that, but here are my 5 it should have met … and never did. 1)  Solve the disconnect between the advertiser and the service provider (station). 2)  Reduce commercial load while increasing revenue.  3) Eliminate tune-out points to extend Time Spent Listening.  4)  Respond to the ever-increasing need for better signal quality.  5)  Revive its lost ability to create talk. (An Ephinay)
Geo: Well said, John. It’s also nice to hear from the folks in the Motherland.

John King: George, you’ve shared an amazing and outstanding curriculum vitae. I am honored to have been along for a small part of the ride; it was uniquely rewarding. (About George Johns)
Geo: Thanks for being on board, John.

“Doug Thompson: George, I can’t sing, and I certainly can’t draw…so I guess I’m in BIG trouble. (To play or not to play)
Geo: What you are, Dougie, is brilliantly creative, which in its own way makes you gifted. However, you weren’t born with it; you learned it.