Over the last 20 years, Radio has become more and more wrapped up in its music than it's link to the audience and the community. Yes, we've all seen the research from the audience that always declares that the music is the most important ingredient on the music stations and that we should all shut up and play the hits. The PPM meters show the levels diving off as the music ends - so we focus on just playing the hits over and over.
But, the reality is that the audience has access to music all over the place. It's on their phones, streamed into apps, all over YouTube, and Spotify. The real key to great radio in today's world is not just playing the hits with some catchy sweepers. It's getting involved in the audience's life. Being at the festivals, having the audience involved with the station on air, having the personalities become stars in the community and linking to that community in every way possible.
To do this it takes people. Just having a syndicated morning show and a bunch of sweepers between the songs isn't going to really draw a dominate audience anymore. It takes some people and a plan. You can't just flip on the auto studio and expect the audience to engage, even if you play the right music. Music has really become defense - just don't let the other stations or music providers score. You can't score much with music. There are places to find it first and places that play more of it along with more places that specialize in any genre of music you can play. You like edm-chill music there are whole channels streaming 24/7.
Where you score points and create offense in radio is with your personality and community presence.
In many markets the Summer is when you can really pour it on in the community. Take full advantage it's scoring time.
But, the reality is that the audience has access to music all over the place. It's on their phones, streamed into apps, all over YouTube, and Spotify. The real key to great radio in today's world is not just playing the hits with some catchy sweepers. It's getting involved in the audience's life. Being at the festivals, having the audience involved with the station on air, having the personalities become stars in the community and linking to that community in every way possible.
To do this it takes people. Just having a syndicated morning show and a bunch of sweepers between the songs isn't going to really draw a dominate audience anymore. It takes some people and a plan. You can't just flip on the auto studio and expect the audience to engage, even if you play the right music. Music has really become defense - just don't let the other stations or music providers score. You can't score much with music. There are places to find it first and places that play more of it along with more places that specialize in any genre of music you can play. You like edm-chill music there are whole channels streaming 24/7.
Where you score points and create offense in radio is with your personality and community presence.
In many markets the Summer is when you can really pour it on in the community. Take full advantage it's scoring time.
