Tuesday, November 22, 2016

It’s What’s Between the Songs

Many radio station program directors spend much of their time at their computers making sure the music is right. They toil over logs, music categories, coding rules and rotations. While it is important for every radio station to create the right music mix, it's what’s between the songs that builds the station’s image. Creating a strong image embeds a memory about the station in the minds of those who listen. Memory is what drives most Nielsen diary entries.
From your own memories of listening to radio, what are the times you actually remember where you were when you heard something special? You might remember the first time you heard The Beatles, but generally speaking, music memories are few and far between. What sticks in the minds of busy people are the things that make an impact. Strong personalities like Howard Stern make that impact. Music specials, documentaries, and special programming also make an impact with listeners. However, the most powerful memories are the emotional connections you make with your listener. What the DJ says is the difference between a living radio station and a music jukebox.
A friendly voice between songs won’t drive listeners away, but it also isn’t the magnet that will draw people to your station. Too many creative personalities have had their hands tied with rules imposed on them by insecure program directors. “Liner radio” and the less-is-more philosophy have driven away many of the creative people who once filled the airwaves. In the end, what’s more important: A person who can get people to gather around the radio, or a time-and-temp jock who doesn’t offend? Get people on your radio station who say interesting things, who can tell stories in a brief and impactful way. Listeners will remember who and what they were listening to, and they’ll make it a point to come back and listen again.
Creative production can also make listening to the station more memorable while building an image for the station. Give the production person the freedom to try new things to make the station stand out from the rest. Get other voices on the air. For example, listeners can say things about your radio station that you can’t say about yourself. Listeners can say you’re the best radio station or that your station plays the best mix. If the station’s voice says it or if the deejays say it, it will come off as self-congratulatory. It’s simpler to have someone talk about your station in the third person in their own words. Tell listeners what you want them to know in a way that respects them and doesn't come off as self-serving. 
If you are a music radio station, use the musicians you play to endorse your station. An endorsement from a music personality is a very powerful image. Even if it is as simple as, “Hi, this is Norah Jones and you’re listening to KAAA.” Personal endorsements are the most powerful form of persuasion. It lets the listener know they are in good company with quality artists they respect.

Make what’s between the songs more interesting and memorable. Sell the station’s benefits. Show the station’s creativity. In the end, more listeners will remember they listened to your station, and the result should be increased shares in Nielsen. 

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