History repeats itself….in life and in radio. One can learn a lot about how a particular radio format or format niche will succeed in the future, based on track records of popular formats today and their format trends in the past. Formats often take ratings roller coaster rides for a variety of reasons. Country, Hot AC, and CHR listenership have been affected by current music released by core artists. Gold-based formats like Classic Rock, Classic Hits, and Adult Hits add “newer” music and drop older songs. Every format has had its hills and valleys. When listeners leave a format, stations consider jumping ship to try something different.
When evaluating your station’s format or considering a new course, analyze ratings, audience acceptance, marketing campaigns and contesting, advertiser campaign success or lack thereof, and review every aspect of your station – especially the music, imaging, and talent presentation. Stations conduct market research or a thorough programming evaluation of strengths and weaknesses to determine why their station isn’t doing well before changing format or making a change.
Areas to consider when planning a format change:
> Your market is different. Therefore, a format that is successful in one city may not work in your market.
> Don’t lose confidence in the station’s format too quickly. While some formats are instant successes, others grow slowly in popularity.
> Watch the herding instinct of doing the same thing musically and formatically as other stations. When every station does a thirty-minute music sweep, no one owns the image (except perhaps the first station that did it).
> Pay attention to advertiser successes. How well clients do may be one of the most important ways to gauge how well the station and format are doing.
> Consider the local advertising revenue potential. Do clients want to reach your target audience, and how much revenue is produced?
> Program for the total cume, and make the station mass-appeal. Niche formats are sometimes helpful in blocking or protecting a sister property. Still, they tend to suffer ratings spikes and declines because the cume is insufficient to allow adequate sampling in every sweep. In addition, a niche format can be very exclusive to too few listeners.
> Super-serve the core listeners but make sure the “house” is large enough for a big cumulative audience. Often what appeals to P1s will also convert P2s to stronger partisans. Continually invite new listeners into the format and station.
> Rely on the 3 M’s – Music, Mornings, and Marketing – to garner home run ratings and revenue. While music dominates midday and afternoon listening, a good morning show is the cornerstone of a strong station. Talents must sound relatable in every break, garner listener talk, be fun or funny, and sell cross-daypart listening (recycling to the workday, etc.).
> Focus on local listeners, not necessarily what’s hot or working in other markets. Local conditions, competition, ethnic makeup, heritage, and station perceptions dictate success.
When it comes to format roulette, look before you leap. Don’t change formats too quickly. Fine-tuning your present format may be a good option. The best format in radio tends to be longevity; consistency has its benefits. Seek strategic advice as to how to make your station better. Lund Media can help.
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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.