RADIO, Stop It Now and Win!

Video didn’t kill the Radio Star…Radio did...Almost.

Here are 3 things that Radio can do today to make it a better listener experience.

#1: QUIT PLAYING COMMERCIALS AT THE SAME TIME! Working in NY and programming CBS-FM and Fresh 102.7 I set up the commercials stop sets at different times. That way I could always hear music on one of my stations. And this was long before the Nielsen study. That study originally demonstrated that the best time to play commercials is at :12 and :42 minutes after the hour in markets that use PPM ?(Portable People Meter). And the entire radio industry jumped on that data. That was a great tactic, but not if everyone is doing it…especially if your direct competition is too. In NY I loved the fact at :15 you could only hear music on CBS-FM and Z100. Even stranger is that I hear this tactic in markets outside the Top 50 where people still fill out diaries. Why? In the diary world – you get credit for what listeners think you do, so if you have a good image for playing lots of music it doesn’t matter where you play your commercials.

#2: WHY ARE YOU STILL DOING NATIONAL CONTESTS?

Is there anything more boring that the National Text-In to win contests. Every major radio company seems to have them. Do you ever hear winners on the air? Do you really think these work? They don’t! My feedback from hosting several focus groups across the country is; listeners don’t believe they have a chance to win and it’s rigged. Be creative instead! As a radio programmer you always keep an eye on your old stations and I have to give a shout-out to Tee Gentry who was 2 PD’s after me at QYK in Tampa. He brought back the old “Secret Sounds” contest and had great results. And respect shout-out to the late Dave Robbins (we worked together at Nationwide) and we stole his “Guess Who’s In It to Win It” and gave away a cars at Mix105.1 in Orlando.

#3: QUIT WAITING ON SONGS TO HIT #15 BEFORE AIRPLAY. What you’re basically saying is that you’re going to let the rest of the world determine your playlist. This is a personal pet-peeve. Listening to music has always been one of the best parts of my career. And being early on the right songs has always been a secret weapon. I listen to everything that comes across my desk…sometimes it’s just a raw demo, but I can hear the magic in the song. DO YOUR HOMEWORK and LISTEN If you actually have the power to add songs to your playlist. There have even been times where playing that demo resulted in bands getting a new record deal. It only takes One Person to give a band the spark they need. As Darius Rucker proudly proclaims in his new single “Fires Don’t Start Themselves”

Brian Thomas is owner/consultant of BT Radio Waves, LLC and has been VP/Programming for America’s Largest Radio Companies. He’s also a licensed Boat Charter Captain and can take you fishing. Do your radio stations need help? Let’s talk, I’ll be at City of Hope this month in NYC [email protected]