Tracy Johnson – CMB http://cmbonline.org Christian Music Broadcasters Mon, 25 May 2020 12:41:56 +0000 en-US hourly 1 https://wordpress.org/?v=5.4.1 http://cmbonline.org/wp-content/uploads/2018/03/cropped-siteicon-1-150x150.png Tracy Johnson – CMB http://cmbonline.org 32 32 Creating On-Air Listening Guides http://cmbonline.org/radio/creating-on-air-listening-guides/ Wed, 27 May 2020 05:01:19 +0000 http://cmbonline.org/?p=40961 Working with personalities on CCM stations is rewarding experience, but can be frustrating in some ways.

Many programmers and personalities are reluctant to apply sound principles of teasing content because they feel it’s manipulating the audience.

Well, it is, to an extent. The goal of effective teasing is to create curiosity that causes a listener to stay tuned or come back to the station to increase listening.

Think of teasing as an on-air listening guide. Most listeners aren’t paying much attention to what’s on the air. And they’re unaware of the terrific content offered.

If youve driven on a highway in an unfamiliar area with a gas gauge creeping toward empty and an empty stomach growling from hunger, you start paying very close attention to signs.

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Working with personalities on CCM stations is rewarding experience, but can be frustrating in some ways.

Many programmers and personalities are reluctant to apply sound principles of teasing content because they feel it’s manipulating the audience.

Well, it is, to an extent. The goal of effective teasing is to create curiosity that causes a listener to stay tuned or come back to the station to increase listening.

Think of teasing as an on-air listening guide. Most listeners aren’t paying much attention to what’s on the air. And they’re unaware of the terrific content offered.

If youve driven on a highway in an unfamiliar area with a gas gauge creeping toward empty and an empty stomach growling from hunger, you start paying very close attention to signs. Whats off that next exit? How far to the next rest area? Where can I get a hotel for the night?

Highway signs are ads, of course, enticing consumers to visit their business and leave some money behind. Its self-serving to the business. But highway signs also provide a service. If I need to fill up my tank with gas, they’re a service!

Doesnt it make sense to providelisteners what they need to listen more to their favorite station?

That’s what teases do. What is going to be on the air in the next few minutes that listeners willlove?Tell them about it. Don’t be shy. Be bold and creative.

Pre-promotion is absolutely self-serving, but it provides listeners with the benefit of knowing how to get more of what they love.

They already like you. Thats why theyre tuned in. Let them use you more by telling them what to expect on their listening journey”.

 

Tracy Johnson
Founder/ CEO, Tracy Johnson Media Group
tjohnson@tjohnsonmedia.com

Recognized as one of America’s most innovative radio programmers and managers, Tracy Johnson’s broad background in traditional and digital media has influenced hundreds of radio stations, programmers and personalities.

Johnson’s radio programming success began in Lincoln, Nebraska and included stops in Kansas City and Jacksonville, Florida, eventually leading him to San Diego in 1992. There, Johnson led KKLQ (Q106) from 19th to 1st.  The “worst to first” achievement was soon duplicated when he directed KFMB-FM from 22nd to 1st. 

Applying his strategic expertise and creative promotion and marketing tactics, the stations earned dozens of industry achievement awards, including named Radio Ink Magazine’s “Best Programmer in America”. In 1998, Johnson became Market Manager of KFMB AM and FM.

In all, Johnson has programmed and consulted over 200 radio stations in more than 15 countries.

Taking advantage of the opportunity to apply this experience and knowledge full time, Johnson became EVP of Audience Engagement for Triton Media, advising over 700 media companies (radio, television, newspaper) to create synergy in their traditional and digital offerings to create new sources of audience engagement and revenue.

As founder and CEO of the Tracy Johnson Media Group, Johnson offers programming, marketing, promotion, talent coaching and digital consulting services. 

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The Last 45 Days – What Radio Has Learned http://cmbonline.org/radio/the-last-45-days-what-radio-has-learned/ Fri, 24 Apr 2020 13:56:54 +0000 http://cmbonline.org/?p=40606 Remember the good old days? You know, 3-4 months ago? It seems like decades, doesn’t it? Yet in just the last 45 days or so, the radio world has turned upside down. It’s a whole new normal.

A couple of weeks ago, Ken Benson, Dave Denes and I hosted a free webinar that shared ideas, insight, and advice for programing and personalities during this trying time. You can watch the webinar on-demand (free) here. But in the two short weeks since that webinar, the story has continued to evolve:

  • About a dozen stations (as of this writing) in the U.S. have gone off the air, devastated by the decline in ad revenue. One station owner told me January and February were the best months in the company’s history. Now they’re worried about staying on the air through this summer.
  • Broadcasters continue to terminate, furlough and slash budgets, operating on a shoestring.
  • March PPM ratings have been released, revealing early listening trends through the first few weeks of audience disruption.

Lessons In The New Normal

So what have we learned? Plenty.

And what should stations do now? Adjust.

I won’t even wade into the quagmire of how to replace some of the revenue lost. But let’s examine what’s happening in programming and personality radio. Here are my early takeaways from 45 days of the new normal.

PPM Ratings: It’s Not Pretty

In spite of industry reports showing radio consumption higher in the first few weeks of stay-at-home, it’s not true. It’s not even logical. Think about it. Radio is most listened to in the car, followed by at work. At-home listening is a distant third. And a growing number of households have no traditional radios.

Yes, entertainment consumption is up. Nielsen released a media study that shows how consumers are spending their time now:

But that rising tide is not lifting all boats.

There’s no way radio listening is up, and we said as much in the New Normal webinar. It’s true that streaming AM & FM stations (online, apps and smart speaker usage) has increased. But that’s a drop in the proverbial bucket compared to over-the-air listening that has been lost.

March ratings information has come in for PPM markets, and listening is down significantly. In some markets, AQH is off by nearly 40%. Here are some highlights:

  • Cume is lower for almost all stations that rely on a music base. CHR cume is off most, which makes sense because they typically have the largest cume to lose. Some CHR stations are down 45%. I know of one station that has lost nearly 60%of their cumulative audience.
  • As a result of lower cume, TSL for many music-oriented stations has gone UP. Which makes sense. This is explained in detail here and in The Ratings Game book (attached). As you know, when the cume is down, TSL will naturally go up because the cume decline comes from secondary listeners who aren’t big fans. Fans, on the other hand, continue to come to the station from home…usually drawn because of personalities.
  • Stations with morning shows that rely on personalities are holding up much better. Though their music-based dayparts are down significantly, the morning shows (all talk or mostly talk shows) are actually up in some cases. But most are at least flat.

More Evidence Of The New Normal

While they try to put a happy face on it, research and anecdotal reports support the decline in listening. Nielsen’s study shows streaming higher, but look a little deeper. Here’s how the Public is spending their time at home:

Only 40% are relying on the radio as a source of entertainment at home.

This is supported by anecdotal conversations with about 20 radio stations and morning shows the past two weeks. Personality shows (mostly or all talk) tell me phone response is higher than usual. In a couple of cases, it’s much higher. Most music-oriented shows are starving for reaction.

One show on a music-focused station in a Top 10 market said they had no calls in two days. Ouch.

You might also like:  The Components of Radio Ratings: Understanding the Math

However, social media engagement has remained consistent, and in many cases, is higher.

How To Respond: Don’t Freak out

The pandemic has caused a chain reaction that can shake even the strongest programmers to the core. The disruption to listening is unavoidable. When external factors influence listening, smart programmers adjust. But this is anything but typical. There’s no model for responding to this disaster.

First, don’t freak out. And don’t make major changes to your station.

Many PDs see the ratings results and come to two conclusions:

  • TSL is up. The station’s biggest fans are listening more.
  • Morning listening is starting later in the day.

But be very careful in reacting to these apparent trends.

The TSL Increase Is A Mirage

Looking at the ratings, it appears the biggest fans are listening more, and that may be the case in some instances. But this apparent Time Spent Listening growth is misleading.

It appears station TSL is higher because heavier users make up a much larger percentage of the overall AQH than before. Real TSL from those remaining fans has likely increased a bit, but not much.

This metaphor explains it:

  • 10 people are in the grocery store. The average purchase of these 10 shoppers is $100.
  • Total of all purchases is $1,000
  • However, 4 of those shoppers are purchasing only $10. They just happened to stop by.
  • The other 6 shoppers are more intentional. They account for the remaining $960. That’s an average of $160 each for these heavy shoppers.
  • A week later, the four shoppers don’t return, leaving 6 loyal shoppers.
  • They purchase the same amount of products, $960.
  • Total revenue has declined from $1,000 to $960.
  • However, the average purchase is much higher. The average purchase is now $160 per person, rather than $100, because light shoppers have disappeared.
  • On the surface, the assumption is that existing shoppers are purchasing more since the average has increased.
  • But it has not. Heavy shopper behavior is the same. The average is higher in the absence of light shoppers.

That’s what’s happening at radio now. Don’t buy into the false impression of increased TSL. It’s not real.

Don’t Fall For It

In the past two weeks, I’ve talked to many PD’s that are considering making significant changes to music rotations and features on the morning show because of this “evidence”.

But stations that change the sound of the station is likely to disrupt those heavier listeners that seek the station because they love what the station sounds like now. Change could put them in motion. The light cumers are gone. They’re not tuning in at home. Don’t run off the heavy listeners!

For all stations, most remaining listeners are the biggest fans. The more high profile the morning show, the more fans that station is likely to have. That’s why stations relying heavily on personality and talk shows have held up much better so far.

Fans love the station for a reason. Don’t change the essence of the station to try and attract more of the at-home audience.

Having said that, small adjustments are in order:

Nostalgia: Most of us are seeking an emotional connection, familiarity and comfort to relieve stress. That’s why research on streaming the past few weeks shows a major increase in nostalgic songs. This is supported in the Nielsen study as well:

 

In times of high anxiety, we tend to gravitate toward older, more familiar songs. Radio become even more of an escape than usual.

For music stations, I recommend:

  • Don’t reduce rotation turnover in response to a perception of longer TSL. Play the hits.
  • However, adjust the music mix. Reduce the amount of current music played by introducing virtually no new music. The only new songs I’d consider would have to be huge hits by major artists (as defined by the audience,not the industry).
  • Replacing new music with recurrents and gold.
  • To maintain consistent rotations, increase the number of gold titles to support it.
  • Makes all changes carefully and slowly. Changing it too much will disrupt the remaining audience.
You might also like:  The Art & Science of Programming

Morning Show Adjustments

As much as listening location has changed, without a morning commute, listening has time-shifted as well. Listeners are sleeping in a bit longer and not getting around to the radio as early as they were.

This leads to a two logical questions:

  • Should we change the start time of our show?
  • Should we reschedule times of key features?

The answer is no to both.

Since most of remaining listening comes from our biggest fans, why would we disrupt that listening by making changes? Be consistent and ride it out.

A couple of PDs have even suggested reducing exposure of their most popular features. This is exactly the wrong time to remove key reasons that attract audiences!

There is merit to extending the morning show in some cases. Some stations relying on at-work listening are keeping the morning show on until 10. At Jack-FM/Calgary, Matt & Sarah are on until 9 am. At 8:55, they ask the audience if they want them to stay on awhile longer. Sometimes they do, sometimes they don’t. Occasionally, they’ll stay on for another hour, sometimes 20 minutes.

Recommendations:

  • The stronger the show, the longer they should be on. Elvis Duran has been extending his show for an extra hour. That makes sense. It probably doesn’t make sense for a brand new show.
  • Shows in Stage 3 or higher in the Personality Success Path should consider staying on longer.
  • Do not change scheduled times of important show features.

Finally…Plan For The Future

At some point, we’ll reach the other side of this unusual period. We all look forward to that, of course.

But there’s a good chance radio listening is affected forever. As listeners settle into a new normal, new habits are formed. When life resumes (whenever that is), don’t assume previous habits will return.

Here are three things to do now:

  • I know budgets are tight, but plan now for recruiting listeners back to your stations and shows when the commute resumes.
  • This is a great time to promote key features and a show’s best content on social media. Follow the guidelines here for the best results. You could even steal ratings share.
  • Put more emphasis on personalities and content. What will attract stay-at-home listeners? The music mix? I don’t think so. It’s hard to stand out among all the entertainment options.

Finally, reflect what matters to listeners in your town, on this day, and at this time. If you need some inspiration or ideas, check out the Personality Magnet Show Prep service for daily, updated, curated ideas.

Bottom line: I wouldn’t change much. But adjustments are in order.

 


PHONE  |  EMAIL  |  WEB  |  TWITTER

Tracy Johnson is President and CEO of the Tracy Johnson Media Group, offering programming & promotion consultation, talent coaching & development and digital strategy consulting. Get more information at www.tjohnsonmediagroup.com or email tracy@tjohnsonmediagroup.com.

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COVID-19 Resources For Radio Stations And Shows http://cmbonline.org/radio/covid-19-resources-for-radio-stations-and-shows/ Mon, 23 Mar 2020 15:27:06 +0000 http://cmbonline.org/?p=40066 Nothing like this has ever happened before. So there’s no model. No template. What should radio stations do now in response to the fast-moving worldwide disaster that impacts every single person in the world? What should your radio station do now about COVID-19?

There’s a lot of advice out there, from well-meaning experts recommending every station add a newscast every half-hour. Or passing on information from reliable sources. Both may be the right thing for your station. But maybe not. There’s no way one set of rules applies to all stations.

I’ve published a new eBook Dealing With Tragedy and Emergencies with far more details. It’s available now for free to all stations. Download a copy here.

Get the book. Study it. Take inspiration from it. Apply the principles to your station tomorrow. It will help. But most programmers and air personalities probably are looking for immediate suggestions on how to respond immediately.

With that in mind, here are my recommendations to help your station find your own solutions for dealing with COVID-19.

How To Respond to COVID-19

Be Who You Are

We’ve never seen an emergency quite like COVID-19. And I know you’re already responding. But as the story develops, here are some things that might help.

If you’re a news station, be great in covering the story from all angles. But if news and information is not a reason for coming to your station or show, don’t suddenly try to be the news station. It’s not what you’re for. And the more you try to be a news station, the less relevant your station becomes. Listeners have a place to go for updates. However, that doesn’t mean to ignore the topic.

News Coverage

One thing is for sure: Every station should communicate with listeners based on their brand values. But that doesn’t mean every station should add a newscast. It doesn’t make sense for a lot of stations, especially music stations.

Whatever information you use, make sure it is accurate. Double-check the facts. The world is full of fake news and misinformation.

Refer to reliable, reputable sources of information only. Don’t go on the air with rumors spread on social media. For a list of resources that can be trusted, go here.

Good News

For most stations, a large part of the audience is coming to the show for relief from the stress and anxiety in their real life. This is an opportunity to do that with a Good News feature.

Good News content is highly popular anyway, but listeners can use it, especially now. This is the time to practice what Mr. Rogers called, “Looking for the helpers.”

Here’s a great example, courtesy CHFM/Calgary:

For more details on how to execute a Good News feature, go here.

Be Local

You may not be the authority for breaking news, but you can tell local stories and relate how this is affecting your audience better than anyone. Find unique stories, then connect with stories.

Watch how the TV networks do it. CNBC focuses on the financial aspect. ESPN is locked in on how it affects sports and athletes. CNN is round-the-clock full coverage of breaking news.

Maybe your angle is simply finding positive stories and comforting listeners looking to get away from the anxiety and stress.

Plug into the local community and communicate the most topical and relevant issues that matter to listeners:

  • What schools are closed? Churches? Gatherings of over 250 people?
  • What businesses are closed or have instructed employees to work from home?
  • How are doctors and hospitals dealing with new patients?
  • Dig a little deeper to find stories of those most affected that we would not think of, such as vendors at public events or parking lot attendants. How about waiters and waitresses? Or people who can’t see their parents in the nursing home, leaving them lonely and isolated.

Adjust Personality

If you’re a fun, upbeat, positive air talent, be who you are. If you’re funny, be funny. Don’t joke about important, life-threatening facts. But find ways to show who you are.

The morning show on CHFM/Calgary is Mookie, Billie Jo, and Lori. Lori’s a comedian, and told me her approach is to “find humor at the end of the world because it helps us cope.”

You may need to back off some aspects of your personality profile and accent other traits.

Contests, Games & Promotions

Some stations have suspended contests and promotions, which is probably a good idea, at least for now. But don’t stop delivering the reasons listeners come to you. Play games and have fun with listeners. You don’t even need prizes. Have fun with listeners. Remember, the biggest reason most turn on the radio is to be put in a better mood!

Stay Calm

Nobody wants to hear a hysterical, panicked broadcaster. There will be some emotional moments. Just be sure to collect yourself and avoid being emotional in the presentation.

Don’t Perform For Ratings

This is going to be a very difficult rating period unless you’re the news station in the market. I also believe Christian stations will do extremely well in this period.

But for everyone else, radio listening overall is likely to be lower since there will be fewer cars on the road, and most listening takes place in cars. And, with many folks working from home, TSL is going to suffer on stations specializing in at work listening.

The exception is news stations: Listening will be up. And with overall listening down, AQH share will skyrocket. There’s not much you can do about this reality. However, you can be authentic, be yourself and connect with fans in deeper ways.

Find a Parade

This promotion concept is to find a movement or idea that is happening in the community and being a part of it. The same theory applies now. In fact, it’s time to double down on community involvement. Look for ways to make a difference in your city, community, and neighborhoods. And tell those stories to make a difference.

Do Something

Don’t just stand there. Do something. Be proactive. Your exact course of action is your own. Nobody can tell you exactly what is right for your station in your market. This story changes quickly. Stay on top of it and reflect your audience.

If you’re not sure exactly what fits for your show or station, we’ve launched a special COVID-19 Show Prep site as part of my Personality Magnet Show Prep service. It’s packed with updates (daily), topics and ideas for all formats. Get a free one week trial here.

Conclusion

COVID-19 and the resulting public response is certainly bad. No doubt about that. But it won’t last forever. Hang in there, take a deep breath and stay focused on how to become more meaningful parts of the audience’s life.

 


PHONE  |  EMAIL  |  WEB  |  TWITTER

Tracy Johnson is President and CEO of the Tracy Johnson Media Group, offering programming & promotion consultation, talent coaching & development and digital strategy consulting. Get more information at www.tjohnsonmediagroup.com or email tracy@tjohnsonmediagroup.com.

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5 Critical Questions Every Air Personality Must Answer http://cmbonline.org/radio/5-critical-questions-every-air-personality-must-answer/ Wed, 29 Jan 2020 06:01:17 +0000 http://cmbonline.org/?p=36282 So you want to be a legendary air personality. Great. I want to help you realize those dreams, starting now. But you have to take the first step by answering 5 important questions. […]]]> So you want to be a legendary air personality. Great. I want to help you realize those dreams, starting now. But you have to take the first step by answering 5 important questions. By the way, one of the questions is going to scare you.

These are hard questions, and only you can answer them. I can help you find the answers. But discovering the answers and developing your talent starts with you.

Take some time over the next few days and reflect on each question. When you arrive at your answers, you will gain clarity and a better sense of purpose. It will help everything else come into focus. Only then can you truly start on your Personality Success Path.

The Questions

There are no right or wrong answers, but there are good and bad answers.

Take your time and think these through. Take notes. Then write a thoughtful answer to each question.

Come back in a day or two and rewrite your answers until it becomes a defining moment for your career. This is starting to sound kind of heavy, isn’t it? Sorry. But it is important.

Ready?

Question #1

What is holding you back from achieving greater success? 

Everyone has barriers. We all have things in our way. It’s important to know what those barriers are so you can face them and get past them.

Is it fear? Time? Do you give enough effort? Is it commitment? Resources? Experience? Motivation? Insight? Opportunity? Are you on the wrong station? The wrong time slot? Maybe you’re working with the wrong partner? Or maybe you don’t have a PD or manager that lets you express your personality the way you think you should.

Identify everything that is in your way of being great. Be honest.

Question #2

What do you need to overcome those barriers and reach your goals?

What is missing? Are you not getting good coaching? Are there qualities and attributes that prevent you from becoming a personality? Do you feel stuck in a zone of mediocrity because you don’t know how to break out of it? Maybe you need new ideas. Would a show prep service? Would that give you inspiration to move forward? How about a mentor or  support network of other personalities?

What do you need to succeed?

Question #3

What are you willing to do to succeed?

How far are you willing to go? Are you willing to change stations? Formats? Markets? Companies? Will you get out of your comfort zone and take some risks? What if you had to  move to a smaller market to get an opportunity to practice your craft? Would you take a lower-paying job to get your shot? Are you willing to host events without a talent fee? Can you pay for your own tools, show prep services and training?

How much do you want it?

Question #4

What is it that you do better than anyone else?

What characteristics make you stand out? Everyone has gifts. What are yours? If you were a superhero, what would be your power?

Why should listeners be attracted to you? How will they know who you are? What about you will make them fall in love with you?

Question #5

Warning: Don’t read this unless you’re ready to evaluate your career and personality in a deep, honest manner. Because this may be the scariest question you’ve ever been asked.

If you disappeared from the radio forever, would anyone notice?

Would they care? Would there be a void in their life? In other words, is there a purpose?

How do you answer that question? Is it easy for you? Or does it keep you awake at night?

Purpose is the reason for which something exists.  Why do you strive to do the things you do?  What really pushes me toward success? Is it to generate ratings and cash bonus checks? That’s not purpose. It’s not a cause.

A purpose guides you in making decisions and choosing content.  It nudges you to strive for excellence. It’s like the fuel in your engine.  

This purpose will make you care less what others think and care more about your own actions. You will now select more carefully those opinions that affect you. 

Mistakes will scare you less. You will make mistakes, but they will help feed your purpose. 

As an air personality, your purpose helps establish character, and character development is everything in becoming an air talent that listeners fall in love with. One that matters.

Conclusion

These are self-evaluation questions, and they are important. It’ll take time to find your answers. But when you do, it can put you in a position to move your career path forward inlays you never imagined.

 


PHONE  |  EMAIL  |  WEB  |  TWITTER

Tracy Johnson is President and CEO of the Tracy Johnson Media Group, offering programming & promotion consultation, talent coaching & development and digital strategy consulting. Get more information at www.tjohnsonmediagroup.com or email tracy@tjohnsonmediagroup.com.

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How To Really Get More At Work Listening http://cmbonline.org/radio/how-to-really-get-more-at-work-listening/ Wed, 27 Nov 2019 07:09:44 +0000 http://cmbonline.org/?p=38890 Programmers constantly try to find the Holy Grail for ratings growth. Most focus on occasions of listening, which is a valid concept, but isn’t really a strategy. Still, it’s proven that attracting existing listeners to tune in more often is a successful approach, especially with declines in listening at home and at work.

But the greatest leverage for TSL growth is the question. Find the solution to becoming the listener’s choice for listening in the workplace and it could unlock massive quarter hours. The reasons are simple, really. With listening levels far lower you might expect, it doesn’t take very many meters locked on your station or diary entries crediting your station to turn into large ratings advances.

This is why so much money is invested in at-work listening promotions, contests and marketing campaigns.

At Work Listening Challenges

But it’s becoming more and more difficult to win at-work listening. Even if share goes up, overall quarter hours are under pressure. Technology has introduced new challenges to stations trying to hang onto their position for at work listening.

Satellite radio offers dozens of commercial free music services in all genres. Streaming services from Spotify, Apple Music and Amazon offer inexpensive options that can be customized. And as bandwidth continues to increase, accessing hundreds of thousands of streaming solutions is easier than ever. Just a click or two, or a voice command to Alexa unlocks a world of endless possibilities.

So while the reward for being the listener’s at-work choice remains high, it becomes more and more difficult.

Many stations have responded by trying to compete with the strengths of new competitors. Typical tactics include locking in  commercial free music hours, usually launching the workday with (your dial position here) minute commercial free. Yet, promoting commercial-free doesn’t have nearly the appeal it once did. Even 100 minutes commercial free on the radio pales compared to always commercial free.

Another popular choice is ending the morning show earlier. I’ve always believed scheduling air personalities based on the ratings service dayparts makes no sense. But more stations are launching mostly music programming earlier and earlier. They conclude that the only way to compete with commercial free services is to become as much like them as possible.

But that never works. It’s impossible to compete with a product by becoming more like them.

How to Win At Work Listening

Here’s how program a station to win at-work listening.

It’s simple: Be their favorite radio station.

Not just becoming a P1 station, but becoming a true favorite station of as many listeners as possible. Increase the percentage of loyal fans that love what you do and who you are. In other words, be a great station listeners want to take everywhere they go.

And that doesn’t happen just by trying to out-music a music specialist. It comes by inspiring passion.

That usually comes from building a station personality rooted in magnetic on-air personalities. Great personalities are a lightning rod that attracts listening far beyond just the appeal of the collection of songs played.

A Great At Work Station

Great at-work stations share several qualities.

Music. They playing the right music. But at-work winners don’t come from finding the perfect music format. It can be any style or texture of music. It could be Soft AC or Classic Rock. The key is turning listeners into fans of your brand, whatever the music genre.

Packaging. The music format must be supported with terrific positioning and imaging that enhance the desired mood. The stations are put together so the whole is greater than the individual parts.

Features. Adding interesting, appointment-setting features is a key to top of mind awareness (TOMA). Features add promotable features that enhance the mood and position by creating excitement.

Promotion. To win any position, promotion and marketing are critical. At-work winners usually are aggressive with marketing and promotion that advance their premise.

Contests. There’s no doubt that adding an incentive can increase at-work listening. NuVooDoo’s study shows that incentives work, and those contests should be early in the workday:

But there’s one more essential quality that sets winning at-work stations apart. They have relatable personalities that cause listeners to become fans.

The Personality Advantage

The unbeatable at-work combination is advanced with high profile air personalities, especially in the morning.

When those personalities become primary spokespeople for everything on the station, with a significant presence around the clock, stations can become nearly bullet-proof.

The key to being a great at work station is having an attraction that attracts a large cume. Then leverage that asset to lead listeners to using the station for other purposes. Great personalities build listening when they’re on the air, and when they’re not. They convert fans, and stations with a large fan base naturally perform better in at work listening.

Conclusion

Many programmers seem to downplay the importance of great personality. Some even hide them, almost as if morning shows and at-work listening can’t co-exist.

Stop hiding high profile personalities. It’s fine to make adjustments to programming based on the time of day. But why reduce or eliminate some of the best and most unique characteristics of the radio station? That’s what will help you stand out against all other competitors.

By all means, build the at work strategy with . the right songs, promotions, contesting and more. But start with building personalities. Become their favorite station and they’ll take you to work with them.


PHONE  |  EMAIL  |  WEB  |  TWITTER

Tracy Johnson is President and CEO of the Tracy Johnson Media Group, offering programming & promotion consultation, talent coaching & development and digital strategy consulting. Get more information at www.tjohnsonmediagroup.com or email tracy@tjohnsonmediagroup.com.

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