80% Of Your Morning Show Content Goes Unheard ... Here's A Solution
August 16, 2016
If you are running a top morning show, your daily listening comes in around 45 minutes. That translates to about three quarter-hours of listening per morning. A full four-hour show has 16 quarter-hours. So doing the math, 80% of the content of top morning shows is missed by the audience each day.
Certainly one strategy to increase daily listening is to become better at recycling the strongest topics and material more often in the hope of exposing the show's best content to a wider audience. Many shows are already proficient at that, and whatever gains could have been gained have probably already occurred.
So much great content goes unheard by many as it leaves the transmitter and whizzes past the "dwarf planet" Pluto.
Here is another strategy to expose more of a show's great content. Take one or two of each day's best segments and post them on all of the show's digital platforms including the website and mobile app, and create a curated "bite-size" podcast.
Promote the content with links in social media using a handle such as, "in case you missed it."
The key here is "bite-sized." It's a short-attention-span world and that three-hour podcast you are currently posting is daunting. No one had time to listen to your entire show when it was on the air and the same will hold true as a podcast.
Late-night TV comics have learned that posting short clip segments online is all about currency and over time, is accretive to a show's ratings. It keeps a program buzzworthy and top-of-mind. "Did you hear?" is worth a lot these days. Your fans will catch more segments, and potentially you will find and convert new listeners.
Think beyond the transmitter and use multiple platforms.