The Dog Days of Summer run from July 3 through August 11, the hottest, stickiest stretch of the Northern Hemisphere summer. The name comes from the annual appearance of Sirius, the Dog Star—not SiriusXM, although both have plenty of channels.
Some stations celebrate by dusting off “Hound Dog,” “Black Dog,” “Bird Dog,” “Me and You and a Dog Named Boo,” and anything by Three Dog Night. That’s a good start. But the stations listeners remember are the ones that make the promotion feel local. Here are a few ideas that can help your station become every dog’s best friend.
- Feature a Daily Dog of the Day
Partner with a local animal shelter or rescue organization. Feature one adoptable dog each day with a photo on social media and a quick on-air description. Who knows? Your afternoon show may help somebody find their new best friend. Spotlight local animal shelters. Take a few moments each day to recognize the volunteers, foster families, veterinarians, and rescue organizations that quietly make your community a better place. They rarely ask for publicity—but they always deserve it.
- Ask Listeners About Their Dogs
Some easy phone topics: What’s the weirdest thing your dog has ever eaten? What’s your dog’s name—and why? What’s the funniest thing your dog has destroyed? Does your dog sleep in your bed…or do you sleep in the dog’s bed? The stories practically write themselves.
- Honor Local K-9 Heroes
Spotlight police dogs, search-and-rescue dogs, therapy dogs, airport dogs, and service animals. They’re local celebrities who never ask for backstage passes.
- Forecast the “Paw Comfort Index”
Forget the Heat Index. Create your own daily Paw Comfort Index. “Today’s Paw Comfort Rating is one paw out of four. Sidewalk temperatures are hot enough to fry bacon, so keep those paws protected.” Useful information earns repeat listening.
- Celebrate Local Dog Parks
Ask listeners to vote for the area’s best dog park, best dog-friendly patio, best walking trail, or favorite pet store. Congratulations—you’ve just created a week’s worth of local content.
- Air “Canine Traffic Reports”
“Two Labradors, one Golden Retriever, and something that looked suspiciously like a Corgi are causing delays at the entrance to Riverside Dog Park.” Sometimes the silliest ideas become the most memorable.
- Find the Town’s Oldest Dog
Invite listeners to nominate senior pups. You may discover a 19-year-old Chihuahua who’s seen more local history than the mayor.
- Host a Dog Look-Alike Contest
Do owners resemble their dogs… or do dogs eventually become their owners? Radio science still hasn’t solved this mystery.
- Interview Local Veterinarians
Quick tips on heat safety, hydration, fireworks anxiety, and summer travel can provide genuinely valuable local service.
- Broadcast from Dog-Friendly Events
Dog walks. Pet festivals. Fundraisers. Adoption events. Outdoor brewery nights. Where dogs gather, people gather.
- Create “Dog Days Deals”
Partner with groomers, veterinarians, pet stores, boarding facilities, dog trainers, and pet photographers for giveaways or discounts. Everybody wins—including the sponsors.
- Let Listeners Introduce Songs
Invite listeners to dedicate songs to their dogs. You’ll hear things you never expected. “My Chihuahua Spike wants to hear ‘Black Dog.’” Sure. Why not?
- Create a “Dog Name Hall of Fame”
Listeners have incredible pet names. Sir Barks-A-Lot. Chewbarka. Bark Twain. Droolius Caesar. You couldn’t make these up. Actually…listeners already did.
- Run a “Dog Days Survival Guide”
Helpful content never goes out of style. Quick daily reminders:
- Stay hydrated.
- Protect paws from hot pavement.
- Never leave pets in parked cars.
- Keep plenty of fresh water available.
- Ask Kids to Bark
Invite children to record their best dog bark. Be warned… This promotion may also attract a surprising number of adults.
- Keep It Local Every Hour
If the Dog Days become nothing more than a few dog songs, you’ve missed the opportunity. The real promotion is your town—its people, pets, parks, shelters, veterinarians, businesses, and stories. That’s something Spotify can’t duplicate.
Have Fun with It
This isn’t a major contest or a million-dollar giveaway. It’s a seasonal attitude. Smile more. Laugh more. Tell stories. Invite listeners to participate. After all, dogs don’t spend much time worrying about ratings.
Every station can play “Hound Dog.” The memorable stations create an entire month of local conversation around it. That’s the difference between playing songs and creating an experience. So during the Dog Days of Summer, don’t just bark… Fetch some local memories.
And remember: if someone calls your morning show “a little ruff around the edges,” just roll over, wag your tail, and take it as a compliment.
The Lund Lesson
Music themes get attention. Local stories, local personalities, and local involvement create loyal listeners.
Pic by vwalakte for Magnific.com.
John Lund is President of the Lund Media Group, a radio programming, broadcast consulting, and research firm with specialists in all mainstream radio formats.