(by Bob Sirott) Whether it's classic rock, oldies, or talk, stations would do well to remember what worked in the past, and what's been forgotten today.
1. Consistent programming seven days a week. People don't stop listening because it's the weekend. In fact, they probably have more time to check out your station on Saturday and Sunday. Back in the day on WLS the Monday thru Friday lineup also worked Saturdays. Sunday was the only day you would hear a fill-in personality or a special program that wasn't on during the week. Too many stations are radically different sounding on the weekends. If you can't have your "top talent" on Saturday or Sunday, at least keep the programming as close to the weekday format and sound as possible.
2. All the talent, all the fun, all the promotion is not just about the morning drive show. There used to be great stations because almost every time slot was special. Strong personalities were heard throughout the day and night. If nothing special is going on after 10am you've got a dull radio station, no matter how great your morning show is. Listening doesn't stop at 10. Remember the theory that went something like---if you have a good show on in afternoon drive it will help your morning ratings? That seems to be forgotten.
3. Contests should be fun. That means fun to listen to even if you're not playing along. Today's money giveaways for simply being the right caller at the right time are boring for the majority of the audience that doesn't participate. There used to be a plethora of contests where listeners had to identify the songs in a "mystery music montage," or name the "mystery guest celebrity," or find the "secret student" at school. Those were entertaining program segments that also worked as promotional opportunities for the station. They weren't tune-outs by any means.
4. Music stations had jocks that were heard between almost every song. Today the only way radio can compete with "Pandora" and other customized music streams becoming increasingly more available to listeners is with live, local personalities talking about what's going in the community, and relating to what's on listeners minds. So what do you hear on most music stations today? Fifteen minutes or more of non-stop music with no personality heard in-between. We have Internet and satellite radio for that. There couldn't be a worse time for terrestrial radio stations to be juke-boxes.
5. If there was a big event in town, the station was part of it.
I can't remember the last time I went to any kind of concert---rock, pop, comedy--and saw a radio personality m.c. Besides shows like that there are many city events, civic lunches, dinners, fashion shows etc. that welcome participation by a local radio station. Another basic premise that's been forgotten is--when listeners see the on-air "talent" they feel they "know" them and listen more. Radio stations are no longer aggressively seeking out these many opportunities.
6. Personalities participated in one anothers shows. Today most stations are composed of "islands." It seems like the people who are on the air don't have much to do with one another. Seldom do you hear on-air talent talk about others on the station (except the obligatory "flip card" promos). "Crossovers" where the jock on the next shift comes in early to chat are rare. Part of the magic of great radio stations of the past was that it seemed like one big non-stop party was going on, and listeners wanted to be a part of it. The personalities were having fun with each other, you got the impression they were hanging out with each other off the air. And in most cases they were!
7. If the show can be replayed in another city and it works---you're doing something wrong. In this era of syndicated shows and satellite radio, it makes no sense to concentrate on national topics, or ignore local celebrities. Talk shows should have a local focus, music personalities looking for "fun bits" to talk about should key on the hometown media, sports, and political figures. It's what can set you apart from, and give you a competitive edge on the myriad new media sources, as well as the other guys "down the dial" who have forgotten all of these 7 secrets!
Bob Sirott co-anchors the 9 p.m. news on FOX-TV in Chicago. Prior to joining FOX Chicago, Sirott has worked in TV at CBS2, NBC5, FOX Chicago News and WTTW?s ?Chicago Tonight.? He also hosts a weekend radio show on WGN.
Reach out to Bob HERE or leave your comments below.
(2/9/2012 7:02:14 AM)
Bob, great stuff. Talk about "best practices!" These are the behaviors that made radio a major part of people's lives and communities. Between economic and PPM tightening, much has been lost. Thanks for sharing your wisdom.
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