Cookie-cutter formats are easier to put on the air but easily become bland and ignored by the potential audience. There are too many markets where Classic Hits, Country, AC, and even CHR stations compete with other stations in the same format and sound too much alike. Some of this comes from haphazard programming direction or PDs plugging in what they did elsewhere. Every market is different. Sameness and blandness defeat unique branding and make building bonds with listeners impossible. Strive to program the need to always listen to the station for fear of missing something.
Markets are different, and so are the people who live in them; thus, listener needs and audience profiles vary. Adapt to new situations and challenges, and do it differently. Sure, some basics are the same – most of those never change. But create a different station…one targeted to the local audience and one that captures the essence of the staff and the market. Create a new DNA and be the original. Communicate your vision to the talents who deliver the product on the air and on the street.
Program The “E” Factor. When was the last time you were mesmerized by what you heard on the air? How is your station’s “E” Factor? Are you Entertaining the listener? What do listeners want from the radio? Music is often #1 on that list, but not far behind is the aura of a great station with fun, interesting talents, bigger-than-life promotions, creative imagery, terrific production, and the Stationality that makes listeners feel this is “Radio Nirvana!”
It’s not rocket science. Frankly, it’s much more intense. The station is on the air all the time. The morning show is the anchor. Since more people listen in this time period than in any other, it should command the highest share. However, all dayparts are important because the station is still on before 6 AM and after 9 AM. People are listening; clients are buying. Make every hour terrific and entertaining! As you aircheck random hours this week, ask yourself:
+ What makes the station locally identifiable?
+ What do listeners hear that they can share with others?
+ What makes your radio station brand stand out above others?
+ How often do talents invite (coax) the listener back for another tune-in or quarter-hour?
Everything done on and off the air makes a difference. Make your station the “soundtrack” to the listeners’ lives with locally relatable info. Create a special DNA that blends lifestyle elements with the music.
Create Stationality in Your Imaging
You can create a remarkable radio station with Stationality, though writing and producing radio promos is an art. Fun-sounding promos challenge the imagination and illustrate the synergism of the station, show business, and the station’s attitude. Promos and liners aggressively pitch listening benefits and get people to listen longer. They also sell the station image and persona and clearly enunciate the unique benefits our programming provides.
Great promos and exciting production get the audience involved and listening more carefully. In addition, liners can catalyze the audience in that they supercharge the station and make it stand out in the listener’s mind. You’re your imaging memorable.
- Break the laws of convention by sounding exciting and unique.
- Instill innovation as opposed to ho-hum preservation.
- Sound rebellious or unconventional (depending on the format).
- Use the power of your words and production to tantalize the listener.
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John Lund is President of the Lund Media Group, a radio programming consulting firm with specialists in all mainstream radio formats. Did you find this article useful? You can leave a comment below or email John at John@Lundradio.com.