Saturday, January 7, 2017

Episode #016: Radio Resolutions for 2017

Welcome to 2017...more than 21,000 Quarter Hours to commit GREAT RADIO, or notFor this special New Year kickoff episode Brandwidth On Demand spotlights some insights from our first 10 episodes, selected to help guide Radio Resolutions that can help you achieve MORE success over the next 12 months. 

There were so many great guests in 2016, it was difficult selecting these tips and predictions.  

If you’ve heard the original episodes, these excerpts will serve as a great reminder on ways in which to make better radio in 2017. 

If you’re new to Brandwidth Nation, we hope these fast-paced excerpts will serve to inspire you to even better things in the coming year!  You're also welcome to explore previous episodes, noted in the 'Previous Episodes" section.


Among  featured guests 
(please click on portraits for original Show Notes and audio):

BJ Shea, morning star at KISW/Seattle, shares terrific tips 
on the care & feeding to top-performing air talent.

Premiere nationally syndicated CHR morning show 
JonJay & Rich reveal how investing in themselves
has really paid off...and the power of recycling bits!

Longtime morning leader Dave Ryan shares secrets
of OWNING his local market, leading to ratings
domination in the Twin Cities at KDWB.

Entercom SVP/Programming Brian Kelly offers great 
pointers on moving UP through the ranks -- and markets!

Breakthrough Marketing futurist extraordinaire
John Parikhal reveals the top tip for excelling --
and how many things old are new again!

Fred Jacobs founder of the trendsetting Jacobs media
identifies the business we're REALLY in moving forward.

America's Digital Goddess, Kim Komando identifies the skill sets
consumers (listeners) will demand for radio to remain relevant.

One-minute Martinizing:

What’s missing?

Audience development deserves a place on your weekly agenda. Developing programming which attracts new audiences or persuades existing audiences to listen longer (new occasions or more time per occasion) is essential.

One approach in development which is particularly effective is to listen for what’s missing. This requires you to listen to the market and carefully note what’s now on the air. Whether this study involves a daypart, a specific day, or the market overall, the goal is to put yourself on the listener side of the radio and take notice of what’s being done. Once you know what’s on the air you can begin asking, what’s not being done, what’s not there – what’s missing?

Two examples of this approach in practice.

The Great American Dream Machine was a weekly magazine show on public television. A mix of short features, sketches and song, it was both satire and documentary. It’s acknowledged as seminal work, a precursor to Saturday Night Live and The Daily Show.

The show runners planned to launch the show with rotating weekly hosts rather than the traditional regular show host. It was the brilliant Sheila Nevins who had the better, original idea. Since every show has a host or two, we’ll go without any host. Using images and animation as bridges to connect the show’s segments, Nevins’ fresh concept proved to be a masterstroke. She was watching for something that wasn’t there.

Bill Drake and Ron Jacobs noticed the music stations in LA were playing commercials in what seemed to be a cluttered, random way. The way commercials were played varied by the hour and by the show. Drake and Jacobs decided to program commercials like they programmed music – they used a formal structure. Clutter was cut, commercials were limited and played in clusters creating music sweeps. They had invented KHJ’s now famous game-changer, the More Music strategy. They listened for what was not there.

To grow audience for your show or your stations one of the secrets is to stop trying to get better and start trying to get different.