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Brian Wright
Audience Development Group

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This a few weeks ago I was on a road trip visiting radio stations in the Midwest so I listened to a lot of radio stations along the way. I always learn a lot of things when I do this. The one thing that stands out on this last trip is that many stations are not paying much attention to detail, detail the average listeners can and will pick up on right away. Here are some examples:

 

I heard one station running a sweeper telling people, “After the game we’ll give you a complete breakdown on this weekend’s playoff games…” This was puzzling considering that it was Wednesday and the games were over that past Sunday.

 

Another station was proclaiming over and over again that they are “Live & Local” with instant information, while I was sitting in a 1 1/2 traffic jam with no mention of what was going on while listening to a syndicated program.

 

Another station told me that Garth Brooks/Thunder Rolls was actually Martina McBride and Independence Day. Every other voice track was out of sequence as well. This is always a real crowd pleaser.

 

I heard many stations giving me the weather forecast, but never told me what the temperature was, the very statistic I wanted to hear the most.

 

I heard stations tell me to come to their event on Saturday, which is fine, but not on the Wednesday after the event.

 

One station told me to wait for 45 minutes to get a traffic update, which I needed, only to have it superseded by a remote broadcast. The announcer was aware that they skipped the traffic, BUT he assured me there would be one in 30 minutes. I didn’t wait.

 

I was told many times that it was 20 minutes “Past The Hour.” What hour?

 

Many announcers told me that they were taking a break and they would be back in a few minutes. Each time they did this I flipped to another station. I wonder how many thousands of people did the same thing?

 

Many music sweeps on stations were actually much shorter than they promised. They might want to double check the batteries in their stopwatch.

 

A few radio stations thought they needed to tell me what a song I just listened to for 3:45 was saying.

 

Some stations asked me if I wanted to do something fun this coming weekend. Did they think I would be looking for something boring to do? Just invite me to the event.

 

Are we so busy that we are not listening to our radio stations? It sometimes sounds like it. Are we too busy to provide our listeners with accurate and compelling information? That would be like a restaurant being so busy washing the dishes that they don’t pay attention to the way they are preparing the food.

 


Brian is a 30 year radio veteran who has successfully served many companies over the years as Program Director, Operations Manger and VP of programming. After many years of success working for individual radio stations and clusters, Brian Joined one of the most trusted consulting firms in the country, Audience Development Group. For the last 15 years Wright has enjoyed building alliances with scores of stations in the US & Canada helping them grow in ratings and revenue. Contact Brian at [email protected]