Remarkable Radio

Shrinking audiences

2008-04-29T06:56:00.000-07:00

Yesterday I heard a MAJOR personality on a HUGE station tell the audience that he had a Jay-Z freestyle that was causing controversy, but he didn't want to play it on the air: instead, listeners had to go to the station's website to hear the track.

With radio companies pushing traffic to the web, are they cheating the on-air product just to generate web numbers?

I thought on air "content is king"!!! I would think that you would create on-air content and use the web for: "in case you missed the new song from..." or "this artist just cussed out our morning show host, in case you missed it: go to our site..."

MORNING SHOW SHAME

2008-04-09T08:32:00.000-07:00

It's a shame that companies pay sooo much $$$ for morning shows, and then the talent on the shows don't continue to provide FABULOUS CONTENT daily. If you are on the AM Show making 6 or 7 figures, please-please-please hire producers and talent that will make you shine!

If you are not funny, hire most naturally funny person you can find and let them be funny on your show!
If you are a guy who likes to talk sports, women and beer; hire a strong female side-kick to keep you honest! (Howard Stern is the obvious person to reference)
If you are wild, fun and very energetic; hire someone who will take care of the commercial logs, reading sponsorships, etc.
If you are a celebrity in your own right (i.e. you've been on TV, in movies, etc.), use your celebrity status to have the hottest celebrities on your show every day! Why do you think people watch "Dancing with the Stars," why they go to tmz.com, and why they TiVo "Access Hollywood"??? Because the audience loves to hear about and see celebrities on TV, on-line and yes...ON THE RADIO!

Lastly, don't get soooo big and soooo rich that you don't spend time where your listeners are, doing the things that they do, eating at the restaurants where they eat. Listeners need to feel like you can identify with them and their problems and visa/versa.

P.S. The PPM is showing that the PM Drive audience is as big, if not bigger than the AM Drive. In 2 years, your PM Drive host might be swapping checks with you... but not if you content is better than his/hers.

$YNDICATED $HOW$ CO$T TOO MUCH CA$H!

2008-03-28T19:18:00.000-07:00

All those 30 second spots add up. How much are you really paying for that mix show or countdown show??? Programmers used to be able to argue that the content on a nationally syndicated show was worth 4 minutes an hour in inventory (4 minutes at $200 a minute = $800; if the show is a three hour show, then the cost is $2400 a week!!!). Not anymore!

You can get the best mix show on Earth, hosted by a funny, witty, entertaining personality for $0! NO CASH, NO BARTER!

SMASHTIME RADIO IS THE FUTURE! GET FAMILIAR!!!

Books on tape

2008-03-18T14:33:00.001-07:00

If your audience is listening to books on tape instead of listening to your show, then you do not have enough compelling content!

WINNER PLAYBACK

2008-03-05T13:55:00.000-08:00

OK radio professionals... if you are still playing back the entire conversation between yourself and a contest winner, then you need to go back to broadcasting school or learn how to use Shortcut or Adobe Audition! How very UNentertaining and not interesting is it to hear a caller ask if he/she can pick up the prizes at your station and then the jock gives the address along with a parting "thanks for listening..."?!?!?!

Editing should be your favorite thing when you are on the air on a music station. You have the chance for every interaction with every caller to be perfect: perfectly timed and delivered! If you don't like it when your voice cracked when you were reading the client's tag, then you can go back and re-do it! Imagine if Tom Brady could call for a re-do after throwing an interception!!! The Pats would have won the Super Bowl! You can win the Super Bowl of radio (i.e. your local Arbitron ratings) if you EDIT YOUR CALLERS! Obviously, if you are doing a live talk show or a live morning show, this bit of advice doesn't apply (but please keep your finger on the dump button, it could save your job and the PD a trip to the doctor to have his ulcers repaired!).

Try your best to be perfect... every break, every day! You are a professional: it's expected!!!

If you are perfect 99% of the time, then when you do mess up (even if it's a big flub) you'll get a break from your PD and even more importantly... from your listeners!!!

AIR CHECKS

2008-03-01T16:43:00.000-08:00

O.K. If you read the last entry and you know that the writing is on the wall, then you need to get your air-check together!

Here are ten air check tips to help you land your BIG gig:

Do not open the air check with a "show intro." Most show intros are too long and too much about the personality for PD's to care to hear them! A morning show co-host in Chicago almost didn't get her first commercial radio gig with me because her intro was NOT HOT! Fortunately for her, she was VERY persistent and made me sit through her full air check... She got the job with me and is now doing very well in the Windy City!
Make sure your BEST break is first! This is the BEST break of your life! Don't save it for last! I'm not going to listen to the fourth minute of your air check if you didn't grab my attention in the first thirty seconds. I want to hear your personality and charisma in the first minute: if you don't sound interesting or compelling on your first break, your second break probably won't be heard!
A great voice doesn't get you a gig! Don't try to use a "radio voice," just be yourself. Listeners want personalities who are real and someone they can relate to on the air on a daily basis.
If you do something remarkable on your show but it's not a "typical break," include it towards the end of the air check! If you impress me enough for me to listen to five minutes of your air check, I'll be impressed by your attempt at creativity... not to mention if the bit is KILLER, then you'll definitely get an interview!
Be ready to have your air check and an unscoped show available on CD OVERNIGHT DELIVERY or by MP3 IMMEDIATELY. In 2008, a PD will not wait around for five days to have your package delivered by the post office.
Make your package STAND OUT! The PD will get between 20 and 100 resumes made on Word (same look, same feel). Do something to make the PD say "WOW!" I once received a package from a talent with a branded mouse pad, a branded CD, and everything was custom packaged with the jock's pic, logo, etc. This person got an interview and (because of her talent) a job with my station.
Give the PD several ways to reach you: via phone, text message, & email. He/she will contact you by the method that is easiest for him/her. If he/she hits you on email, don't expect for him/her to call you when you blow up his/her phone for a month straight. (For the OM's/PD's reading this, at least send an email to acknowledge receipt of some one's package! It is rude and VERY arrogant to never recognize that someone has attempted to contact you!)
Do NOT send a picture of yourself unless the picture is very good! Amateur or pictures taken by friends usually are not flattering. If you send a picture, make sure it is taken by a pro. When a PD sees you looking drunk, unkempt, sloppy, etc., he/she imagines you looking the same way at an appearance with the station's top client. Like the saying goes, you only have one chance to make a first impression!
Do not give the PD the link to your myspace or facebook, unless it has been "cleaned up" for professional eyes. You never know how a prospective employer will perceive your website, your friends, your choice of music, etc. Don't give him/her the chance to make an impression about you until he/her meets you in person.
Don't give up! If you really think you are qualified for a job at a great station in a town you want to live in, follow up on your package by email and/or phone until you get a definite answer from the OM/PD. A lot of times, persistence does pay off (see number one of this list)!

Good Luck!!!

WHEN MANAGEMENT SAYS...

2008-03-01T16:40:00.000-08:00

When management tells you to stop doing a "show" and says to only "follow the format," then it is time to get your air-check and resume together!

Any VP's of Programming, OM's, PD's, etc who are reading this...

If you have jocks on air who you feel shouldn't be creative and do a "show," then that person probably shouldn't be on your station!

WHEN LISTENERS PUNCH OUT:

2008-02-27T06:12:00.002-08:00

If you have more than one thought in your break.
If you are talking about something that the audience doesn't care about.
If you are mumbling, rambling, or just don't know where the hell you are going with your break.
If you are screaming at the listeners.
If you are interviewing someone who is talking about something the audience doesn't care about. (See number two)

Even if you follow these guidelines...

You only have TWO MINUTES AND 30 SECONDS before the listener gets bored and punches out looking for her favorite song or someone more interesting than you are!

Prep, practice and then execute in less then two minutes!!!

INNOVATE OR DIE!

2008-02-26T10:23:00.000-08:00

Someone recently said at a conference: "You are always getting better, or getting worse."

With this in mind...

1. Are the station's sweepers and ID's being freshened weekly? (Image Director's job)

2. Are your show sweepers, stagers, bumpers changed before every new book? (Talent or Producer's job)

3. Is your station doing the same contest it did last year? (PD or Promotion Director's job)

4. Is your station changing golds and recurrents monthly? (PD/MD's job)

5. Does your website look the same as it did a week ago? (Webmaster or Promotion Director's job)

6. Does your vehicle have the same wrap from 3 years ago? (Promotion Director's job)

OK. You get it! Look at every element on your station: on-air, on-line, on the street, etc. EVERY DAY! If something sounds or looks old, replace it with something HOT and FRESH (as long as it's in your budget or figure out a way to trade for it)!

INNOVATE OR DIE!

PREP YOUR BREAK!!!

2008-02-25T10:37:00.000-08:00

This morning I was listening to a local radio station here in Baltimore, and the MAIN morning host attempted to share with us (his audience) a celebrity story that occurred over the weekend. Through the ENTIRE break he was hemming and hawing (using the annoying pause of "umm" virtually every other word) trying to relay what he had read on his prep sheet probably less than five minutes before doing his break. This guy barely made it through the break... his co-host and his producer had to jump in and save him at the end because he was completely bungling the story.

THIS IS UNACCEPTABLE!!! Especially during the information age when everyone with a computer has the same story you are fumbling through! Not only do other morning shows have the same info, but EVERY LISTENER who checks out tmz.com, bossip.com, e!online.com, etc. knows the story and YOU ARE SOUNDING LIKE A COMPLETE IDIOT! I'm sure the listener is thinking "Can't You READ!?" At least I was.

This is a bit harsh, but if you want to be a star on a big station in a big market: YOU MUST PREPARE EVERY BREAK FOR EVERY SHOW! Do yourself a favor: read your prep, re-read your prep, PRACTICE YOUR BREAK, then and ONLY THEN are you ready to open the mic and speak! This rule applies to new talent on the radio, talent with limited experience, and also... SEASONED VETERANS!!!

The listeners give you the benefit of their time and attention, please don't take it for granted and not practice your break! This would be the equivalent of going to the theater and paying to see Raisin in the Sun and Diddy hems and haws through his lines. You are a professional--ACT LIKE ONE and PRACTICE!

I'M NOT LISTENING

2008-02-22T12:15:00.000-08:00

I haven't turned on the radio today...

It snowed last night and I knew that school was cancelled by checking the ticker on the TV then double-checking the info on the web. It used to be that if it snowed, everyone HAD to listen to the radio to hear about closings.

Is there anything that we absolutely HAVE TO LISTEN to the radio for???

Radio stations better develop some incredible, unique content fast! Or I won't be the only one not listening.

The scariest part of this whole scenario is that I'm a "radio guy" and if I'm not compelled to listen, why would anyone???

Are people only listening to radio because they are trapped in their cars and on the job???

IT'S NOT ABOUT YOU!

2008-02-21T07:05:00.000-08:00

This post is for all radio talent to read, reread, understand and absorb:

IT'S NOT ABOUT YOU! You're success on the air IS ABOUT YOUR AUDIENCE!!! (believe it or not)

I hate it when I hear a personality talk about how much she loves their new picture on the station website, or how much he loves their new BMW... MOST OF THE AUDIENCE CAN'T AFFORD A BMW SO THEY CAN'T RELATE--THEY CAN ONLY BE JEALOUS. Is this the emotional connection that you want to make with your listeners???

Make your show about the LISTENERS--their wants, needs, desires, etc. The listeners don't care about the fact that you are taking a ski trip without them this weekend...

Even if 200 listeners are going on the trip the other 250,000 (or more) aren't!

BUT...

You CAN tell stories about your trip, your new car, etc. that are funny or relatable to the audience, but you have to be a good story teller or a funny person for it to get through the speakers and into the hearts/minds of the audience. If you don't connect emotionally with your audience, then you will not win in the ratings game (especially when PPM comes to our town!).

Everyday thousands of people invite you into their homes, their cars, and their personal space (think about people going to sleep with their radio on or listening to you in the shower!). You are a friend, a companion, and a star in their life. Take the opportunity to make a POSITIVE EMOTIONAL CONNECTION WITH THEM EVERY DAY AND AS OFTEN AS POSSIBLE! Make your listeners laugh, cry, yell, FEEL something about you and your show.

The best way to do this is to VALUE the LISTENER:

DO NOT put them down, scream at them, or talk down to them (this is the worst)!

DO NOT tell inside jokes with your co-host or producer.

DO NOT talk to your co-host or producer about office politics, office gossip, or other things that only pertain to you and the radio industry.

DO include them in your show: put them on-air, read their email live on-air, shout them out.

DO let them scream & shout when they win a prize: don't interrupt--it's their moment!

DO let them laugh with you when you tell a funny joke/story--it means more when the audience is laughing than if you are laughing at yourself (this is why comedians try not to laugh at their own jokes!).

DO let them cry when they are sharing a powerful moment in their life: if the listener is crying and you're talking over her-you are missing the opportunity to have a listener for life!

DO let them hug you when you are out in public: talk about an emotional connection...this is basic human contact/intimacy!

DO let them tell you what they hate about the radio station, your show, or something you said on the air. {You don't have to put this on the air unless there is a great POSITIVE and TRUE resolution to the issue.}

DO let them interact with the artists/celebrities on your show. Make them feel like they are the stars that make your show HOTTER!

These things will create lasting memories (sometimes once in a lifetime moments) for your listeners! Once the listener has a memory like this, he/she will have an emotional connection to you--this is how you win in the ratings game (DIARY or PPM it doesn't matter!)!!!

Lastly:

RESPOND TO EVERY VOICE MAIL AND EMAIL FROM YOUR LISTENERS!

If you don't, you lose the chance to make a connection to our listener.

If you do, you gain their respect and show them that they are valuable to you.

How many times do listeners get surprised that you answered the request line or that you answered their email? They shouldn't be surprised: it's common courtesy to return a phone call or email! SURPRISE is AN EMOTION! Make an emotional connection to your listeners today...even if it's only returning their email or voice mail!

NOT AGAIN!!!

2008-02-20T09:54:00.000-08:00

Despite the fact that the number one complaint from listeners is that hit music stations play the songs too often, stations continue to increase spins. Some stations play songs 110 times or more! Let's do the math... 110 divided by 7 = 15.714286 times a day! If the audience likes the song that much they already bought it on iTunes and they are listening to their iPod and not to your station! When listeners want music on-demand, they listen to their MP3's or to a CD.

When they:
1. Want a companion;
2. Want news/information/weather;
3. Want to be entertained;
4. Want to be exposed to new music;
5. Or just want to have background noise to drown out their thoughts, to fight off boredom, or to stay awake;
THEN THEY TURN ON YOUR STATION!!!

Let's hope that PPM crushes the stations that play music 100 times or more a week.
It's funny that the most successful urban stations in the country (WPGC, WVEE, WERQ, WGCI) don't play songs 100+ times a week. They actually play golds, strong recurrents, have truly talented personalities. Maybe they are onto something...