Author name: Tracy Johnson

The Only Four Reasons for a Station Promotion

Many broadcasters can’t identify strategic objectives for a promotional campaign. Typical reasons for a station promotion include, “To raise awareness for our station and stay top of mind,” “Drive ratings,” and “Because that’s what we do.” In reality, most ideas are evaluated based on how a manager or stakeholder feels. But there’s a deeper level of

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Why Aircheck Sessions Suck & How To Make Them Suck Less

How often have you spent an entire aircheck session plotting an emergency escape? Most aircheck sessions suck for both the PD and talent. Everyone hates meetings, especially creative people, and aircheck meetings are often the worst, but those meetings don’t have to be like a trip to the dentist. The good news is these meetings can be fixed. Do

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Call In To Win Contests Don’t Work

Contests effectively reach high-value respondents, also known as contest players and rating respondents. That’s why so many radio stations build a promotion strategy around contesting. High-value respondents are most likely to participate in a research study or rating service. They’re the most valuable listeners because there’s a direct correlation. They are a unique subset of the population

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