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More Than Music …Short Form News Is Back
June 23, 2020
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A friend of mine who is programming up in Alaska these days, Chuck Geiger, was once quoted as saying, “We need to transmit passion that is received and documented by the listeners - not by long term listening, but by having them use our brand more than others.”
The byproduct of COVID-19 and diverse organized national protests over racial inequalities & police reform, has been music radio rediscovering that listeners want more than just songs. I don’t think it’s a trend either, I think it’s here to stay. Listeners want to feel connected to their community.
Reaching Community …
Just because you have a smaller staff and a syndicated morning show, it does not mean you cannot keep with the original basic philosophy of radio which is to serve the community. I've always believed in the formula; Ears + Eyes + Heart = Branding + Ratings + Profit.The Formula Works …
Ears: Getting the right music for your core audience has always been the first rule of thumb for any music station.Eyes: Finding ways to rub shoulders with target audiences as often as possible. This includes staying up on community organizations that might need help with getting the message out with whatever cause they represent.
Heart: Selecting causes that touch the lives of people can be transferable; someone might be on a PPM panel, get a Diary, or might be affected indirectly by way of family or friends. There are so many variables with people, you never know what one thing might get your station an extra one-tenth of a ratings point. When you touch a heart, people remember that more than all the cash giveaways, ticket giveaways, and large promotions; however, if you have the budget, still do those things too.
The Official Stamp…
Short form news should be a part of the equation for music stations. It humanizes, connects to the community, and strengthens your brand. I also believe it's important to have either a designated news 'voice' or a recognized trusted news service. It gives a stamp of authenticity to the news and on a subliminal level can become habit forming for listeners. They will start to rely on your station to get that "just enough" news fix."The Return …
Over the years music radio got away from short form news. Instead, many stations focused on touching community hearts through public service announcements, aligning with various local non-profits on issues such as; health care, literacy, domestic violence, sexual abuse, educational deficiencies, youth enrichment programs, and helping the elderly. But now these stations are again realizing that short form newscasts can be a powerful asset in making an emotional connection with listeners and advertisers. Music radio has found its way back to a potential strong ratings tool. -
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