Radio stations that are #1 in their market all have things in common, no matter the market size. The first thing is that they all over perform, outside of their target demographic and life group. This is done intentionally, NOT by trying to become all things to all people but by becoming the masters of finding consensus-appeal content and putting it through the filter of their target demo. Winning radio stations never abandon their core for short term gain.
Radio stations that are #1 understand that their personalities are the key to listener engagement. Music is quintessential, but it should not be viewed as the backbone of the listener/station relationship anymore than any relationship you have with another person.
Radio stations that are #1 realize that the way they grow their audience and increase TSL is by having the personalities deepen their relationship with their listeners. They know that growth will primarily come from the listeners they share with other radio stations. They know that by decreasing their audience sharing by just 10% will make a huge difference. Short-burst audience interaction is the primary key to this.
Radio stations that are #1 realize that even their preference-level 1 listeners recall listing to their station about ½ the amount of time they actually do. These stations take immediate action to condition their listeners to become much more clerically accurate in their radio-usage reporting by frequent reminders from their trusted personalities and in their pre-produced imaging. Most people have forgotten the term “phantom cume” but it is stronger than ever. [Phantom cume = People who listen to your station but don’t record that they do.] Right now your phantom cume is at about 30%
Radio stations that are #1 realize that efficient marketing is as important as the power that runs your transmitter and streaming devices. Many have not reached the #1 slot because of the lack of marketing, or the wrong marketing.
Radio stations that are #1 have their hallways filled with people who have an insatiable desire to impact people and it’s that desire which produces #1 ratings.
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 [email protected].