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HOLD ON THROUGH THE BREAK...

By: WALTER SABO

If you want them to hold on through the break, don’t mention the break. For years in speeches and seminars, I have presented the expression, “Hold on through the break...” as the ultimate format crime in talk radio. If a CHR jock used it, he would be sent an angry memo. If he did it again, he’d be fired. If you want people to tune away, tell them commercials are coming commercials are coming.

Here’s the script for tune out:
“Coming up in a minute we have to break...”
“Just one more call before the break.”
“Right after the break.”
“Hurry up I have to break”
“Let’s pay some bills”
“After we come back from the break.”
Or my favorite:
“Joe I think we’re having fun, can you hold on the phone through the break?”

And to make sure everyone knows we’re having commercials, most talk stations feature bumper music; music before and after the commercials to wrap them up loudly.

The same program director who spends time worrying about finding good bumper music (an oxymoron) also worries why he can’t get younger listeners or new listeners. No one should be surprised at low cumes and aging demos when the best-promoted element on the station is commercials.

Compare how many times an hour you hear about “the break” versus promos for the morning show, hot topics coming up, exclusive weather, or top guest. The same on-air host that hates running promos for his peers is happy to flag and play musical fanfares announcing the biggest negative element on your station.

Does this make any sense? It goes against the experience of modern radio formatics. Strangely, endless references to “the break” is not a throwback to old fashioned talk radio. Talk radio of the 60’s and 70’s did not pound the breaks, this is new. Don’t blame network shows, they don’t have to announce the breaks either, they can follow the example of national music formats and use tones.

On steroids, the phrase includes a plea to the caller to “hold on through the break.” These breaks are often five minutes long. Who has time to hold on through the break? Who has so much free time? Retired people, unemployed people and other talk show hosts. A busy 30 year old doesn’t have the time. They have to get to work. They aren’t going to wait their turn to go on the air while someone else holds on through the break.
Million-dollar advice: Ban the phrase. Just say the call letters and hit the spot.

Next month, we’ll explore these alienating talk radio phrases, maybe you can add your own to the list: “Out there” The traffic and weather is always “out there....” Strange Traffic speak includes: “police activity” “normal delays” “overturned vehicle” and “on or close.” If you want new listeners, speak their language.

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