Examine the production elements on your stations and assess all your on-air elements. Look for quality, freshness, and imaging liners with unplanned consequences.
+ Are imaging liners touting listener benefits? That’s a stronger ploy than a list of features. Great production makes grasping the context easy for the listener.
+ Look for unintended tune-outs, like comments that signal to the audience that they’ll have to wait for music. Do you really think those “the music is only two minutes away” breaks between commercials perform a positive role?
+ Check the dates when imaging liners went on the air. What is the update schedule? Be sure they are topical and relatable to core listeners.
+ Imaging should sound fun. Funny imaging should be updated frequently. No one wants to hear the same joke five times a day.
Examine every detail of your programming sound this week – content, delivery, and imaging production.
Programming meetings build consensus and morale, and they’re a great way to set the direction and spirit for fall. Consider the topic of Format Basics to discuss in your next programming meeting:
- Gain tune-in with contests, social media and in-person appearances. To stimulate listening, build your TSL. Make your promote-aheads more effective and always give the listener a reason to keep listening.
- Bolster listener usage. Teach listeners how to “use” the station with your live liners. Why is it a good thing to listen to the station at work, at night, on the weekend, at the beach, etc.?
- Sell benefits, not feature names. Begin all liners with the benefit (what’s in it for me!).
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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.