As you prepare for the fall, consider these tactics to enhance your programming and expand your audience.
Perform a Brand Audit
Conduct a comprehensive evaluation of each station in your cluster, as well as for your direct competitors. Monitor and critique every aspect of every show. Some PDs do this at home, which is less distracting. Listen intently and take notes.
Music
> How well does the music flow? Is each quarter hour representative of your format? Is every other song a Power?
> Compare the music quality and quantity to that of your direct competitor.
> Do talents explicitly follow the music log when being directed to do so?
Mornings and Talents
> Is the personality morning show fun and relatable? What bits sound new and fresh?
> What are the talents talking about? Weigh their national show prep content vs. locally relatable topics.
> Do your talents engage? Do they begin every content break with a headline that intrigues the listener?
Marketing and Imaging
> Are there hourly mentions for the morning show, website, listening to the stream, and listening at work?
> Is the imaging creative and fun? Does it effectively reflect the brand? Was imaging updated in the last month?
> Are there segments in each hour without the station brand i.e. call letters, frequency between elements?
Basics
> How often are the station name and dial position said hourly? Is this standard consistent with each talent?
> How often is the station’s positioning communicated? Is it communicated next to an element consistent with the message it conveys? You don’t want a “commercial free” imaging piece next to a commercial stopset.
> Is there consistent promoting ahead of music and features going into every stopset?
> Is each break and each show entertaining and focused? How’s the flow?
Program for Higher Ratings/More Audience
Analyze the ratings when released. What impact did the music, talent, promotions, and competition have on the ratings? Conduct a brand analysis and set your strategy for increasing audience.
Photo by Freepik.com.
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.