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Innovation. You have probably heard that there is nothing new under the sun. That comes from the Ketuvim part of the Hebrew Bible, Ecclesiastes chapter 19. While in many ways, this expression of wisdom is essentially true, innovations happen every day. Between now and the first Monday in January, it is an opportunity to evaluate the station and/or your show. There is more competition for the consumers of media seemingly every day. Ok, being honest… When was the last time that you thought through your approach?
A great Program Director should always look at the glass as half full. Here is why: every moment on the station is a precious commodity. Did the news anchor bury the lead on the big story of the day? Do you have old promos running? Did your host spend eight minutes discussing her/his weekend instead of generating amazing radio? Even the best News Anchors and Talk Show Hosts have inefficient shows or newscasts.
Program Directors, ask yourself the following: Is my staff focused on the lives of the station’s target demographic? Is my station fun to listen to? Are the guests on the show good or just a lazy use of airtime? As I have written way too often, the worst lie that you can tell is the lie you tell yourself.
Hey hosts, when was the last time that you tried something new? Do you have new features? Are you playing the same bumper music that you played 10 years ago? Is your audience aging with you? I don’t know the answer, but here are some of the signs: is your newest bumper music from before 1990? Do you look at the dated features as legacy segments? Do you have a regular guest that brings nothing to the table?
You have to be honest with yourself. If there are no surprises in any of these questions, you may need to adjust. A 45-year-old was born in 1979. That individual was 20 years old in 1999. If you have bumpers from the 1970’s, it is the music that man or woman’s parents listened to. You are alienating the younger end of your demo. Here is a fact; the 65-year-old is likely familiar with songs from 25 years ago, 1999.
Are you still doing your show on the Rush Limbaugh template? Rush innovated the long monologue in the mid-1980’s. That is 40 years ago. Due to the segmentation of entertainment choices, you need to grab the attention of listeners quickly. You must be aware that you are not the only choice. Are you leading with the most intriguing detail? Are you more than just interesting? We must be audio clickbait.
Hey News Anchors, you MUST lead with the most intriguing detail. Did someone carjack a KIA at the Walmart with 2 toddlers strapped into the backseat? Did you lead with “According to the police a carjacking at the Walmart has led to a search???” You could lead with “The poor carjacker who now has to figure out what to do with 2 toddlers who have likely dirtied their diapers.” I kind of feel bad for the carjacker in this situation. You know that I am right.
What about the family who lost their home last night? Did you open with the unremarkable, “Fire destroyed a home on Elm Street?” or “Family of four is homeless after their house was destroyed by fire overnight.” Did it open like this: “In the Stonegate neighborhood, one family will not be celebrating Christmas. Home erased by the overnight fire.” Every story should be audio clickbait. I have heard from some of you who think that audio clickbait is demeaning somehow. It is not. We live in a clickbait world. If you don’t accept this reality, you are living in denial. This is our reality.
Social Media execution. Crew, it is about show business. Make sure that you post pictures of every in-studio guest. If you are out at an event, post a picture with you and every listener you meet. Find ways to create show biz. I hate to say this, but I work hard at being a truthteller. For whatever reason, News Talk Hosts suck at being showmen or show women. We are in showbusiness. Make things as exciting as possible. I have seen so many hosts who are promoting their shows poorly. It looks like hosts have been kidnapped. Get your producer or board operator to livestream or record your show’s social media promo. We are in show business.
Ok, you are creative. Probably coming up with ideas that I have never thought of. This article is meant to give you permission to create. You are amazing. I have met hosts who feel like that they are in a box. YOU ARE NOT!
Do great radio. Don’t be scared to fail. You are an artist. Trying something that doesn’t work is not a crime on your station. The crime is continuing things that have worked in the past but are not working today.
Ask yourself questions. Ask your producer and/or board operator to critique a segment. Your on-air support team is essential to your success, and it is up to the host to empower them. The market is changing so fast that it is incumbent to adjust to the market.
You hold the power in creating a Listener-Focused Experience. I want to urge hosts, news anchors and program directors to follow the data. I often find people trying to scapegoat Nielsen for their failures. Nielsen’s methodologies are certainly not free from faults, but it is the data. Follow it.
Peter Thiele is a weekly news/talk radio columnist for Barrett Media, and an experienced news/talk radio programmer. He currently serves as News/Talk Format Captain for Zimmer Communications. Prior to joining Zimmer, Peter held programming positions in New York City, San Francisco, Des Moines, 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.
