Think Like a Listener!

It’s busy inside a radio station. Many program directors get so caught up in their daily routines that they sometimes lose sight of the radio station from the listener’s perspective. At least once a week, take a break from the world of the radio business and immerse yourself in the world of being a radio listener. Think like a listener. Close your emails. Turn off your social media. Put yourself in front of a radio and listen to your station as if you are tuning in for the first time. What is your initial reaction? What kind of station is this you’ve found? What kind of music does this station play?

The top two ways people discover a radio station is either by finding it while scanning the radio dial or by a personal recommendation. When you are sitting in front of your radio, push the scan button and see what you find. You’ll be amazed at how different the radio dial seems when you are pushing a scan button not knowing what to expect at the next stop. You might even discover a new station you didn’t know existed in your listening area.

With regards to your station: Are you maximizing your chances of picking up a scanning listener? Are your spots playing at a different time than a compatible competitor? Do your clocks schedule a song that will attract a new listener when your competitor is playing spots? While your station is the center of your world, there are many people in your city who have never heard of it. One of your goals should be to make a strong impression and wow new listeners when they tune in.

Consistency wins! Make sure your radio station has a consistent musical format. To maximize potential and minimize listener confusion, specialty programs need to be in tune with the regular programming on your station. If people tune in one day and your station is playing all blues, and then tune in another day and hear a jazz show, and another time hears an eclectic mix, the station has not created a strong singular image. By being as consistent as possible, your station will make an impact on a new listener. You’ll be reliable, and can therefore become part of a listening pattern or habit.

Special programming does have its purpose. Its main goal is the image it creates for your station. That image is built more in talking about it than actually doing it. For example, if you want to give the image you are connected to the local music scene, you’ll get a stronger image by playing one song and promoting it than you will by having a two-hour show devoted to local music. More people will hear the one song than stick around for two hours of songs they don’t know. If you do run long-form music shows, make sure they run at low-listening times like weekend nights when they won’t be a liability to the station’s consistency.

By keeping the new listener in mind, your station will be inviting to new people. Always keep new listeners in mind when programming your radio station, and you’ll keep replenishing the listener base for your station.