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Bob Perry
5 Questions With Global Media: Bob Perry

For the first installment of our ongoing series "5 Questions With Global Media," we sat down with International Radio Programming Consultant Bob Perry:

GM: We’ve all heard the term "consultant" in our business; how would you define it when it comes to your specific situation, and how does it apply with your clients?
BP: The client defines the word "consultant" and my role.  Some clients want a very "hands on" approach with a lot of involvement, and there are other clients that prefer an "as needed" relationship where I do station reviews or answer questions as situations arise.  Each client has different requirements.  My role as a consultant is to do what best serves each individual client.

GM: You’re an international consultant, as you work here in the US and across Latin America. What are the main differences you see between both regions?
BP: Aside from the obvious answer being different formats and different listener tastes, I see more similarities than differences.  Good radio is good radio, regardless of where it is done.  In each market, domestically or internationally, we identify the target audience and we make sure everything coming out of the speakers is totally focused on what the target audience expects on their favorite radio station.
GM: In your opinion, how has the Internet and Social Media affected radio, particularly in Latin America?

BP: Back in the day, radio used to be a "one way street" with us communicating to the listener.  Today, social media and the Internet have made radio a "two way street" where the listener communicates back to us as much as we communicate to them.  Successful radio stations have learned how to use social media to make an emotional bond with their target audience by putting compelling content on both the radio and on social media.
GM: Regardless of format or market, how different would you say it is to program a radio station today compared to when you first got into the business?

BP: When I first got into programming, the listener had fewer media choices and we could quickly impact ratings solely by what we put on the air.  Today listeners have a lot more choices, not just more radio stations, but more media choices competing for their attention.  With the increased competition, it is not good enough to just put a good product on the radio.  Now, programmers have to be more strategic in their thinking so their stations are "different enough" from their competitors in order to attract a large audience.
GM: I recently saw that you posted the following on Facebook: “There are only 48 days for the NFL season to begin, but who’s counting?”  Clearly you’re a football fan, but besides football, how do you like to unwind & relax?

BP: I love all sports, music, history, and reading motivational and inspirational authors such as Joel Osteen and John Maxwell.  I like to study people who have been successful in areas outside of radio, then try to figure out how to apply their lessons back to the radio business.