Each Radio Programmer who has worked in a significant amount of time in Radio develops a programming philosophy. We at Lund Media have our own “rules” that we share here with you as we look ahead to better radio programming.
Radio is both an art and a science. It’s an intimate live art form that’s interactive. The audience is our guest. It’s our job to entertain them and create an environment that adds enjoyment to their lives. Radio is an adaptable medium.
You 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. Ratings are important but it’s the listeners and advertisers who will ultimately decide if you’re doing a good job. Get the product right and the revenue will follow.
Radio is not a jukebox. Every great radio station reflects a perfect balance of music, personality, information, emotion and fun. Make the station clutter-free, easy to listen to, and move in a forward motion. Always give the listener a reason to stay tuned for the next 15 minutes, at least.
Personality is paramount. Recruit spontaneous out-of-the-box thinkers who can sell the sizzle as well as the steak, and who can relate to the demo. They should be creative, passionate about the music and sound interesting behind-the-mic. Make showmanship and the ability to seize the moment prerequisites. Compliment and/or critique as needed. Create a climate of learning and provide the necessary tools to get the job done.
Reflect Stationality. Every great radio station has its own unique sound. Positioning and branding are essential. Utilize theatre of-the-mind via highly produced stagers, sweepers, jingles and recorded liners to image the station and sell the exclusive key benefits of the format. Tell people how to use the station – at work, on the station app, and via smart speaker.
Promote creatively. Complement the format with innovative and exciting contests and features that attract and hold attention. Make them fun, easy and entertaining. Promote your promotion before and especially after the event. Refuse inappropriate prizes or promotions for the target that might jeopardize station integrity or your hard earned position in the marketplace.
Local relatability. Localize what’s happening around the world. Give something back to the community. How is your local community impacted by a national or global story? Give the listener a chance to interact with the station. Make every appearance a memorable event and a lasting impression.
Keep track of the competition. The marketplace is always changing. Stay up-to-date on the latest format and lifestyle trends. Get everyone involved with the station and where it’s going. Plan ahead and anticipate competitive changes.
Strive for excellence. Deliver a 100% quality product at all times but not necessarily one that’s predictable. Make radio listening an event and not merely a background source. Listen to the station. Correct errors and execute changes while maintaining a familiar sound. Don’t waste the audience’s time with filler material or regurgitating endless lists of facts.
Radio is a work in progress. The product is never finished. Success is never complete. Never stop fine-tuning. Challenge yourself every day to reinvent the radio station to keep it sounding fresh. Do something every day to show the staff you’re working and you care. Always ask yourself, “What else?”
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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.