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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