-
Eyes + Ears + Heart …That’s Radio
August 17, 2021
Have an opinion? Add your comment below. -
These days there’s more work, fewer decision-makers, smaller budgets, greater consolidation, less staff, and stations are playing the same music as their competitors. The competition is not just terrestrial radio, it includes digital platforms and social media. Hmmm, what to do? A colleague once told me, "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."
Voices In My Head …
I usually don't admit this, but I constantly hear voices in my head reminding me of ongoing adjustments being made in radio. It is a regular push-and-pull, pros and cons, good cop/bad cop, glass half-empty/half-full, partly sunny/partly cloudy-type stuff rolling around in my head. Thank God for all of those who shrug off the doomsday broadcasters that continuously predict the complete demise of commercial radio.Do What Radio Does Best …
Just because you have a smaller staff and a syndicated morning show, it does not mean you can't keep with the original basic radio philosophy of serving the community. Strategize and find ways to maximize your time and that of staff. The objective for commercial radio has never changed -- touch as many of the target audience as possible. That includes using all the platforms at your disposal to reach people.My Radio Compass …
Our business is a specialized area of entertainment like nothing else on earth. It's in a constant state of transition like everything else. The trick is how we adapt and grow. When I programmed, I used this as a guideline : Ears + Eyes + Heart = Branding + Ratings + Profit.Simple Formula ...
Ears: Play the songs that most of your audience perceives to be hit music. It’s the first rule of thumb for any contemporary music station.Eyes: Find ways to stay in the public eye. Try and find existing community events that need help with marketing that event.
Heart: Select causes that touch the lives of your listeners. Some of them might be on a PPM panel or get a diary. It doesn't matter if a person listens to your station or not --they should still know who you are. Your community efforts might get them to occasionally tune in.
Whatever It Takes …
There are so many variables when dealing with the listening audience. You never know what one thing might get your station an extra one-tenth of a ratings point. It takes more than cash giveaways, ticket giveaways, and large promotions to get listeners to pay attention. The pandemic proved that. -
-