Brian Wright “A New Year To Be Great”

Welcome to a fresh new year – a time for opportunity and growth!

As you read this, know that local radio has more potential than it’s seen in decades. Research over the past five years clearly shows that engaging personalities are more critical than ever. They are the key to driving TSL, AQH Persons, and cume growth. What makes this even more valuable today? Many stations are not investing in this to any significant degree or at all.

Real talent coaching matters. It’s not easy and takes time, dedication, and years of experience. But if you can’t make the time, change your priorities so you can. Imagine if the manager of a football team told the press that they don’t have time to coach their players. Your talent is your front line and your connection to the audience.

Here are some valuable opportunities for 2025 to help you succeed:

Commit to coaching your talent. Invest time in helping them grow. They are the voices that build loyalty and engagement.

Research your music. Use statistically sound methods. This is the baseline to compete.

Play the strongest songs. Focus on songs with “common-ground” appeal that resonate across your target demos. A tight, curated playlist wins. Don’t try to fight off your own monotony by widening your playlist.

Listen to your station objectively. Step outside the office and experience your station as a listener. You’ll gain insights you can’t get any other way. Do this once per week for about an hour.

Prioritize marketing. This year, marketing will be more important than ever. It’s not a luxury. It’s a necessity and your cume multiplier. Align it to promote appointment listening, which is the best way to boost TSL.

Know your competition. Track them weekly. Technology makes this easy, and it’s critical to stay ahead.

Win the battles within your own walls. Your biggest challenges may not come from other stations but from internal dynamics. Learn how to address and overcome these.

Understand your audience. Don’t assume you know them based on data alone. Observe, listen, and talk with them directly. If you need ideas, call me and I’ll guide you.

Engage in cause marketing. Supporting a meaningful cause resonates with your audience and builds a stronger bond with them.

Clean up your audio chain. Loud, distorted audio drives listeners away. Aim for clarity and fidelity while staying competitive with volume.

Train your talent to be interactive. Whether it’s through calls, emails, texts, or live events, interaction creates connection. If you’re not interactive, you’re missing out.

Make time for your family. A refreshed mind is more productive and creative.

Inspire your team. Say something encouraging and positive to your staff every week, individually. If this feels hard, it might be time to reevaluate your approach.

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 and consultant with Wright Media 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 brianw6187@aol.com.