What winning a Sydney audience actually takes.

Sydney radio does not forgive a soft hour. As content director of Mix 106.5 I watched the station sit at the top of its target when the music, the imaging, and the talent all pointed at the same listener.

That is still how I work with Australian stations. Not a pile of ideas. A sound you can hear by the end of the first month: tighter music, cleaner imaging, and a schedule the content lead can actually finish.

The savings should feel almost ordinary — closer to a daily trip to Macca’s than to a capital-city consultancy retainer. The work should not.