Triple-A
radio is not a format. It never has
been. It is a grouping of radio stations that don’t really fit within the
normal format descriptions. For this reason, there are no two Triple-A stations
that sound the same. Each has their own, unique approach.
Rather,
Triple-A radio is a lifestyle. The key to a successful Triple-A station is
that it connects with the lifestyle of the adults in its market. Every community has a unique history and
lifestyle. In some cities, rock radio has been defined by stations playing
harder-edged rock, while in others, classic rock or alternative radio has been
dominant. If a new station comes on the air out of the blue and starts playing
a list of songs that has no relation to the community, it would indeed be
challenging to the average radio listener.
The
key is to find a relatable mix of music that talks to the adults in the
community the station serves. Being a lifestyle, a Triple-A station is not
defined by the music it plays, but rather, why
it plays the music it does. Also, it’s important to express why the station exists. Expressing why
you do what you do is what builds loyalty to your station’s brand. It’s why
people are loyal to Apple products; they believe in the company’s mission
statement.
Become
proactive with your audience. Getting out to family and adult events that
appeal to the station’s potential listeners is just the start. You should also
organize lifestyle activities for your listeners and potential listeners.
Because
many of your station’s adult listeners lead busy lives, they won’t be able to
attend every event. But, many of these people live vicariously through your
radio station. They want to be kept up to date about the concerts and events that
come through town, and they want to hear about the latest trends in music, food, fashion. The
radio station can provide meaningful information that helps listeners feel
connected to an ever-changing world.
Triple-A
radio is also about being a leader. Tell your listeners what is going on in a
non-condescending way. Introduce listeners to new music by their favorite
artists, and keep them abreast of the new musical artists and trends. Stay
relatable by not getting too far ahead musically, and make sure the station has
strong familiar posts in the music mix. You don’t want your station to sound
like listeners need to know the secret handshake to listen. Familiar songs give
listeners a point of reference that you can use as a foundation before you take them out on an
adventurous ride through your musical library.
Doing
these things will keep your station in touch with the adult lifestyle in your
community, and make your station relatable to a larger audience.
