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1988
By: WALTER SABO
Recently, Randy Michaels said that too many AM talk stations sound like 1988. And, he’s right. The reason is that that was the year that many AM stations switched from music to talk thanks to the availability of satellite product. They put on a formula.
Information show in the morning. Rush midday, some other syndicated show midday, a local PM drive show and some form of sports at night. They did well. Not because they were great, but because they were new. Many cities, (remember?) had never had any talk stations. The phenomenon was exciting.
Talking on the radio is old news. Now, stations have to be good to thrive and they have to sound like the year 2001. By definition that means that what worked in 1998 shouldn’t work today. For all the whining about wanting younger demos, few stations have the guts to make appropriate, prudent changes to win that audience at the expense of their 12+ number. The biggest lie in radio is that “the 12+ number doesn’t matter.” You bet it matters. But only to other guys in radio, agencies don’t care.
Here are five easy steps to bringing your station up to date.
• Pay attention to the real world. You know why the Michael Douglas film The Wonder Boys flopped? Because the advertising failed to promote the presence of Katie Holmes in the cast. It was a big part. They were living in 1988 thinking that Michael Douglas sells tickets to primary moviegoers. It’s Katie Holmes.
• Listen to music stations enjoyed by your target audience. Listen to what the jocks talk about, the stories they select on the morning show and know the music. If you aren’t talking about similar stories, making similar references, then who are you talking to? Probably people a lot older than you suspect.
• There was a study by a very good research company that showed that 44% of Arbitron diary keepers tune in at the top of the hour. That’s what the diaries say, but you are in a lot of trouble if you think that’s reality. It’s true, 44% of the diary keepers do start logging at the top of hour. That speaks to how they think of time and clocks and time logs. But people actually listen to the radio when they get in their car and stop listening when they get to the 7-11. That’s reality. Take an aircheck. Roll into it about 10 minutes then PLAY. From that point, how long would it take for a person to know what you’re talking about, how to call in and to be able to enjoy the show without any prior knowledge of the show.
Modern radio, radio 2001, is seamless. If you want today’s listener, make sure a person can enjoy your show from the beginning---the beginning of the trip the 7-11.
• If it’s always been done, good time to change it. Step back from the radio trough and remember that listeners are very busy with other things. TV, magazines, shopping, eating, family. They aren’t waiting to hear from us. Pay attention to what they talk about not what you think they should be talking about. The fastest way to stay current and win new listeners is to talk about the things your target is likely to discuss with their best friend tonight.
• Block programming was great in 1948 and ok in 1988. Today even television is finally getting what radio music programmers have known for 40 years---formats win. Consistent formats win.
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