Each Daypart Has Its Own Purpose

Many experienced GMs, Programmers, and On-Air talent know that there’s a purpose for each daypart, but it’s always good to review this kind of stuff to help build confidence in those who are new in their positions.

MORNING DRIVE: COMMUTE
Mornings have been the anchor of radio and usually filled with the top talent at the station. There’s an old saying that says that if you really invest into mornings, music, and marketing you have the best chance of winning.

The problem is that successful, established morning shows are up and down the dial which makes it very difficult (if your morning show isn’t one of them) to gain traction and to cause people to switch their morning habit. As a PD, I’ve always encouraged Morning Shows to recycle their fans vertically (later in the show) and horizontally (at this time tomorrow). That recycling has to either be a benchmark or a major guest/topic/contest. Recycling can help increase occasions (AQH) and time spent listening (TSL).

Outside of Morning Show promos airing the rest of the day, the other dayparts can help sway listeners to try the morning show.

MIDDAYS: COMPANION
If you’ve been in radio awhile your perception of middays may be dated. The traditional workday companion shift used to be a shared listening experience in an office setting.

If the past year has taught us anything, the workday has transitioned to something very diverse and non-traditional. Here are just a few things to consider:

• More people are working from home.
• Most control their individual audio or video choices.
• If they do drive to work the commute may be shorter.
• Flex hours make for a non-traditional workday and commute drive times.

As a PD, I’ve encouraged Middays to refer back to a Morning Show break, play some audio, or tease something coming up on the next Morning Show.

AFTERNOON DRIVE: WELCOME MAT
Again, it takes great talent and a lot of effort to get listeners to switch from their favorite, and sometimes iconic, morning show. The good news in the Contemporary Christian Format (CCM) is that Afternoon Drive is the entry point for new listeners (CUME). Yes, there’s typically more music, yet many CCM stations have incorporated “Afternoon Shows.” So, in essence, an Afternoon Show may be a new listener’s “morning show experience.”

Just like with Middays, as a PD I’ve encouraged Afternoon Shows to refer back to a Morning Show break, play some audio, or tease something coming up on the next Morning Show.

NIGHTS, OVERNIGHTS & WEEKENDS: PURPOSEFUL
If you actually invest into these dayparts there’s a good chance your Mon-Sun 6a-Mid ratings could improve greatly. For CCM stations, many hurting people come to you for encouragement at night or in the middle of the night when they can’t sleep. Just imagine turning these timeslots into something purposeful and missional.

2 BONUS TIPS
I’ve always advocated for each daypart promoting the next...you know...like demonstrating that all of the DJs are actually friends.

Even though each show should have their own unique DNA, each should have a consistent “stationality” of the radio brand.

I hope this has helped you. If you would like to talk, I would be honored to help build confidence in you, your team, and your brand. Together, we can grow the greatest message and the greatest songs Beyond the (615) and into your local community.

Todd is the Christian Format Editor at AllAccess.com as well as the Owner of a Consulting & Coaching service at beyond615.com. He helps build confidence where people feel unsure.