Radio is both an art and a science. It’s an intimate, interactive live art form. The listeners are our guests. It’s our job to entertain them and create an environment that adds enjoyment to their lives. Radio is adaptable and compatible.
Be Focused. Stations can’t be all things to all people. Success begins by carving out a niche, defining a target, choosing a format, developing a strategic marketing plan, and staying focused. While ratings are important, the listeners and advertisers ultimately decide if you’re doing a good job. Get the product right, and the revenue will follow.
Radio differs from Internet streaming services like Spotify, Tidal, and Apple Music. Every great radio station reflects a perfect balance of music, personality, information, emotion, localization, and fun. The station should be clutter-free, easy to listen to and be forward-moving. To succeed, we always give the listener a reason to stay tuned or tune back later. Promoting ahead builds expectancy and longer Time Spent Listening.
Personalities are paramount. Stations employ topical, spontaneous, out-of-the-box thinkers who can sell the sizzle and the steak and relate to the demo. Talents are creative, passionate about the music, and sound interesting. Their showmanship includes the ability to seize the moment and discuss what affects the audience. Management provides the necessary tools to get the job done and creates a climate of continual improvement.
Stationality. Every great radio station has its unique sound or Stationality. Positioning and branding are essential. Imaging utilizes theatre-of-the-mind production, highly produced stagers, and sweepers that image the station and sell the exclusive key benefits of the format – how to “use” the station.
The format is complemented by innovative and exciting contests and promotions designed to attract listeners and hold their attention. Promotions spice up the station and help make listening fun and entertaining.
Localization. Radio works best when talents sound localized. It’s like a mirror; listeners see a reflection of their community and their lives when they listen. Local radio is not a jukebox but a living, breathing extension of their lives. Talents are challenged to present local content in their show prep every hour and give listeners a chance to interact with the station. Local engagement includes stations giving back to the community in charitable events. Every station appearance is a memorable event that offers a lasting impression.
Programmers stay ahead of programming trends and keep track of their competition. They also stay up to date on the latest format and lifestyle trends. It’s best to get everyone involved with the station programming. going.
Goals: Strive for excellence. Deliver a 100% quality product. Make radio listening an event and not merely a background source. Tighten the formatics. Listen to the station daily, correct errors, and execute changes to maintain the station’s consistent and familiar sound.
Radio is a work in progress; always fine-tune the product. Challenge yourself every day to re-invent the radio station to keep it sounding fresh.
Sell attitude – the Stationality – in your imaging.
- Creatively challenge the listener to enhance the overall station sound.
- Contribute to the station’s special feelings, emotions, and vivid imagination to set it apart from the competition.
- Shut down the casual listener’s brain and cause them to take notice.
- Make your station legendary.
Pic generated by AI for Envato Elements.
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.