So how is it going so far
this year? No matter what your answer is you only have two options
ahead. You can blaze new trails in radio broadcasting history or you
can simply follow what others are doing. I suggest you venture out
of your comfort zone (and we all have them) and revolutionize your
station(s). Here are the first steps or resolutions to take:
* Invest a good amount of
time coaching your talent. If you can’t find the time, call me and I
will do it for you. These people are your front-line and the
immediate connection to your audience.
* Research your music using
a statistically accurate methodology. This is simply the price of
admission to even be able to compete.
* Play only the strongest
songs that have “common-ground” appeal to all spectrums of your
target demos. This will be a small body of songs that will
bring you to the top of the ratings.
* Take the time to actually
listen to your radio station outside of your work
environment. You can’t be objective about your station if you don’t
really listen to it.
* Know that marketing will
be more important this year than any other year in the history of
radio. Marketing is not a luxury it is a necessity!
* Align all of your
marketing to cycle back to the station to promote appointment
listening. This is the best way to secure TSL increases. You can’t
get people to listen longer per occasion BUT you can get them to
listen on more occasions.
* Know your competition
better than every before. Track them once per week. Technology makes
this easier than ever.
* Know that your biggest
battles will NOT be with other radio stations but within the walls
of your own. Learn to fight and win these battles.
* Go to great lengths to
creating a winning atmosphere in your hallways. The stations that
win in the hallways usually win in the ratings.
* Get to know your audience
better by observing and talking with them more. Don’t “Think” you
know them from what you’ve read. Instead, know them from what you’ve
seen and heard from them. There are many ways
to do this so feel free to call me and I will go over them with you.
* Get involved with some
type of “cause” marketing this year. Helping others is seen as a
real virtue with your audience and creates a tighter relation with
* Clean up your audio chain!
From market to market I hear really loud and dirty audio. Listeners
hate this. They are not only comparing you to other radio stations
but all other media forms. Yes…be as loud as you can, But within
good fidelity reason.
* Train your personalities
to be highly interactive with their audience. This can be done
through phone calls, emails, instant messaging, text messaging and
even referencing conversations they have while on location. If you
are not interactive in the year(s) to come you will not win.
* Spend more quality and
refreshing time with your family. A clear and refreshed mind always
functions better than one that is weighed down in one area.
* Take the time to listen to
historic radio station of the past. It will inspire you. A good
place to do this is
* Inspire those who work
with you. Say something positive and encouraging to your staff at
least once per week. If you can’t do this then you either hired the
wrong people or you need to adjust your personality.
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