10 Questions with ... Vance Dillard

BRIEF CAREER SYNOPSIS:

Vance has been both a CCM and Mainstream AC specialist as a Program Director, Brand Manager and Consultant for over 40 years. In 1988 he pioneered the "All Christmas All Season Long" concept on WPCH Atlanta. Every year since then, his concept has been put into practice by radio stations of many formats with great success. Here are 10 points to a proven successful Christmas formatting formula. Vance is available for consultation at B975@aol.com and at 615-691-0622

1. Cume

All Christmas Music has proven to be a powerful way to find new cume for your radio station.

Mainstream market AC stations typically double their shares. Many CCM stations increase their cume and share dramatically.

2. Ratings

After a year of heartache and loss from numerous events including the ongoing political divide, the appetite for the "Hope" of Christmas will be large. All Christmas Music has not diminished in audience growth results. (2016 ratings results were as strong as 2015)

3. Why?

Knowing your "why" is the key to your All Christmas Music strategy. The primary "why" is that during this season, YOUR listeners will be desiring their favorite Christmas songs, in large doses.

Examples: Just as your church is inviting new families in for the season, WXYZ is inviting the community in for 30 Days of Christmas. Or... Keeping the Thanks in Thanksgiving and the Christ in Christmas, WXYZ is welcoming new listeners to our station as we play all Christmas all the time, or.... Inviting new listeners to our station is a priority, by creating this Family Christmas environment, we know that when our regular music returns in January, many new listeners stay with us for Hope all year round.

4. Explanation

To be successful with All Christmas Music, it is important that you explain YOUR "why" both on and off the air.

5. Competition

Even if your competition is All Christmas Music, there is still an opportunity for an all Christmas play. Your library will be different from an AC competitor because for many years now, our core CCM artists have produced their unique versions of Christmas classics and new original Christmas songs. A careful selection and mix can make your station unique in your market.

6. Embrace the Season

Even if you decide not to be all Christmas all season, there are important reasons to strongly embrace the season. This is the season of giving. Your audience will be engaged with that through their church, schools and other organizations, and there can and should be similar opportunities through your radio station.

7. Imaging

Non-music elements can be just as important as the music itself. Through your imaging, your station will have an opportunity to take ownership of the season, sometimes with a theme name for your programming, or with special liners and listener comments. Some of those unique moments can help drive home your station's position.

8. Play the hits

Playing the right Christmas songs is critical to the All Christmas music strategy. It is never a question of playing the most unique titles as much as it is playing the most familiar songs. Choose your list carefully to insure you make the most of the Christmas tune in.

9. Familiarity

There are very few new Christmas songs that become Christmas Classics, regardless of format. Since the Christmas season comes and goes quickly, there is very little time to make a new Christmas song familiar to your audience. The new songs that seem to do the best over time are strong remakes of popular Christmas carols. Be careful not to play too many new original, non- familiar Christmas songs.

10. Invitation

Perhaps most importantly, one of your top goals is to make sure that you invite listeners to stick with you into the New Year. January is one of those times of the year when family listening changes and your station can grow by keeping some of the Christmas audience you have attracted. Taking advantage of your new cume in January should be an integral part of your Christmas Music strategy.