The difference between country radio and other formats is pretty simple…it’s the connection.
I’ve been on-air for 20 years and in that time I’ve had the opportunity to work in a plethora of formats: CHR, Top 40, Adult Contemporary, Rock, Country, Rhythmic Top 40…the main difference among the stations is how the station interacts with the public. That can compel potential listeners to tune in more.
I’ve mentioned the listeners in country music are unmatched. Their willingness to give during radiothons, their dedication to the artists they love, the respect they have for each other, and their love for the music makes working in country more satisfying than any other station I’ve been on.
Country stations are usually a lot more involved in the community as well. The station I was on had the Seats for Soldiers promotion where we raised money for our veterans. We, of course, did the St. Jude radiothon as well. We were constantly thinking of how we could give back to the community whether it was setting up a bank account and having it open for donations and once a month we found a family who’d had a house fire or was down on their luck and they’d get the amount in the account or simply giving to animal shelters…we brainstormed all the time on how to give back.
If we contacted an artist for an interview, they were more likely to say yes. The artists make the station as well! I’ve had more luck interviewing country musicians than any other format. They are appreciative of the air time and the staff at the station. They, too, love to give back so if we ask for signed items for auctions, they usually said yes.
Not all of it has to be charity centric. Showing up at community events to show support, being in parades and passing out candy, going to high school football games to throw out shirts…all of this counts as getting involved. Just be seen! I understand many clusters have done away with promotions departments (which does not seem like a great idea) but if you can have a couple street team members at events like these, that’s better than nothing!
We can learn a lot on how to be more involved in the community by watching the country station in your cluster. It wouldn’t hurt for the program directors to ask the country PD for ideas. You want each station to win, so use each other’s talents.