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There’s a story about a guy who was featured in an article in a
nearby suburban newspaper. The day the paper came out he drove to
this nearby city in search of that paper. Since he had never read
that particular newspaper he wasn’t exactly sure where to go. He
deducted that there would likely be a roadside newspaper vending
machine next to the USA Today and the local big city paper. He
figured those newspaper boxes are usually located near government
building, post offices, hotels, and the like. Sure enough the first
place he tried, the local post office, did in fact have a box
outside with the desired newspaper for sale. Without hesitation, he
dropped his two quarters in the coin slot and retrieved his
newspaper of choice.
So what does this little fable about the trek to find the local
newspaper have to do with your radio station, you may be asking?
Simple. If your station is relevant and meaningful to your
listeners’ lives, they will seek you out. There was only one reason
the fellow in this story went looking for a newspaper. It was
because HE was in it.
When your station becomes the most relevant radio station on the
dial to the people you’re trying to attract, they will begin to seek
you out. I’m not saying that marketing your station isn’t
important, but many times we can create awareness simply by being a
radio station that people actually want to be aware of.
Listen to your radio today for one hour. What do you hear that is
so meaningful to your listeners’ lives that they would be willing to
seek you out again, to tell their friends, and to listen to your
station as much as they can when they desire what your station
delivers.
Oh, and another thing. I’d like to thank my friend Tyler for the
very nice article about me in the local newspaper.
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John is a partner in Goodratings
Strategic Services, and has been a successful major market disc
jockey and program director for such companies as CBS, Cap Cities,
Westinghouse, Sandusky, Gannett, and Alliance during his 38 year
broadcast career. John joined Goodratings’ partner Alan Mason in
1999.
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