Change can certainly be tempting, but how do you determine that it is time to reimage your radio station? I love listening to radio stations across our country. There are some that have not changed their presentation in decades, others seem to update the sound every couple of years. I personally think that both approaches are problematic. I will explain.
If your station has a stable line-up, here is how I would evaluate the need to update the station’s sound. Does your station sound stale? This is a feel thing. If you are a NewsTalk station that is on A.M. Radio, I would carefully evaluate the presentation. A 46-year-old was born in 1978. Does this sound relevant for him or her? Smells Like Teen Spirit by Nirvana hit the radio when this individual was 13. Think that through… Is your station aggressive enough? Can it be too aggressive?
If your station’s imaging has not had a real facelift in over 5 years, it is definitely time. You may say that the imaging is updating all the time. There are new liners, promos etc. How does it sound? Have you produced new liners with the same presentation?
If your station is going through a line-up change, DO NOT REIMAGE YOUR STATION! Here is why… If your station has a disruption to the currents shows/hosts, a reimaging is like advertising that the station is new and improved. It’s like if McDonalds released the McRib and the packaging is for a Big Mac. It is terrible branding. You want to sonically create packaging that tells your audience that the station is New, Better and Different. You want to create a buzz. A new sound creates a buzz. The sonic presentation of your station allows you to create a more contemporary version of your brand.
Don’t change the imaging too often. The sonic presentation of your station is a part of the glue that marries your audience to the brand. One of the temptations is that we listen to our station more than anyone in the audience except for the shut-ins. I love people who are there 24/7, but these people are a huge minority. If you look at your Nielsen Data, the total number of people listening to over 100 quarter hours is rare. You want to create glue with your target listeners. If your station does not have this developed, stop what you are doing and complete this task.
I used to have a programming Vice President that would get burned out on things that certainly have not burned out yet. If there is a personality promo, sometimes the shelf life is very short (a week or two) and sometimes this can run up to 4 weeks. Depends on the content and the number of promos that you have running for a particular show. There is this old rule that some think is gold and others have discounted… It takes 2-7 times for a verbal message to even be acknowledged in a radio ad.
The average person according to Nielsen in PPM Markets are listening for an average of 12 minutes per listening occasion. The Data shows me that there are 12-15 tune-ins per week for spoken word stations. Your data may be a little different. This is settled science, there is something to this ‘Less is More’ stuff.
What about News, Weather, Traffic music beds? If your news intro sounds out of the 1980’s, it is time to update it. These beds should be running for years. Now, let’s talk about your station’s target listeners… These should be a tad younger sounding than that person. For a simple reason, NewsTalk has gained the reputation of sounding like your parents or grandparents’ station. We must be very sensitive to sound contemporary. I would aim for these themes to a listener 5 – 10 years younger than your target listeners’ age. Sonic changes should be there for a long time. Pick one that will not sound old in 3 years. Be very careful.
Beds for liners… I always put a bed under my liners. This is especially important for network shows. These signatures become part of your brand. Obviously, syndicated shows are a part of your brand. I can also assure you that sonics will not be set for your station’s target listener. Make sure that everything sounds like your station. Here is what I pick, and I think that it has been a good rule to follow. Pick beds for the attitude of your station. I have programmed stations and none of them sound alike. Your station is a living breathing entity. Make the station sound like your target listeners’ lives.
I usually find music from the alternative space. Frequently, you can find unique beds that capture the attitude that you wish to share. I avoid country, it does not speak to the majority of NewsTalk listeners. Classic hits can sound too old. Remember, it is about attitude. I was asked about the research of the music in my bumper rotations. My reply was this… We are not a music station. Bumper music and beds are to create an attitude of the station’s target listener.
Frequently, programmers use the show’s theme as a bed for promos. I realized that this was a bad idea. Someone may not like a host for a variety of reasons. The theme bed would automatically be a turn-off for someone who is not a listener to the show. Promos are there to promote the show. I use a bed that I developed for that show only.
Your station’s imaging voice… Does this individual make the station sound alive? Has the voice been on the station so long that it blends into the background? This is taste. Generally, if I am doing a big update to the sound of the station… I want a new voice. It’s not an easy answer. It has to be about that feeling. Your station’s voice (narrator) is essentially a living representation of the words that you have written.
Ok, I may have created more questions than answers for you at this point. Your station is ALIVE, make it sound that way!
Peter Thiele is a weekly news/talk radio columnist for Barrett Media, and an experienced news/talk radio programmer. He recently served as program director for WHO/KXNO in Des Moines, IA. Prior to that role he held programming positions in New York City, San Francisco, Little Rock, Greenville, Hunstville, and Joplin. Peter has also worked as a host, account executive and producer in Minneapolis, and San Antonio. He can be found on Twitter at @PeterThiele.
