Here we are, Hot AC programmers. Spring has sprung! Is your station ready to improve on its success? This week, let’s review some of the key points to ensure your ship has all its engines in tune!
Music
Let’s approach this from the standpoint of a pyramid. First and foremost is your MUSIC. Are you maximizing your rotations? Exposing your new music in meaningful rotations to get them familiar? If you have research, do you have a spin threshold for when it’s time to move on from stiffs?
Another great exercise is to rework your clocks. On that note, consider more than one or two clocks for each daypart. Most Hot ACs with high-profile morning shows that play a limited number of songs per hour can get away with one or two clocks. All other dayparts should be adjusted at least twice yearly with two to four clocks.
Changing them is like changing the oil in your car, a necessity! Are your recurrents and gold on point? If something goes viral as far as a recurrent or gold, capture the moment because your listeners do. Remember a few years ago, when Kate Bush / Running Up That Hill, a song from the 80s, became more massive than when it was released because of a popular TV show? Do not miss those moments.
Talent
Next up on the pyramid, I put TALENT. Most Programmers are now dealing with reduced staff. In many situations, you may have only one or two hosts live in the house. Reset with them to focus on LOCAL, LOCAL. LOCAL is a must-do in today’s landscape. Make local references, be in the community as much as possible, and utilize social media to their advantage with things your audience cares about.
Give them the freedom to be themselves, and you play goalie, keeping them in play and focused. If you are lucky enough to still have two to three dayparts live, have the talent do crossover breaks. Make your station sound like a cohesive machine where the show does not end; it’s just a new host to continue the show!
Imaging
Imaging is next on the hit list. This is more than just a review and refresh a couple of times a year. The imaging to position your station needs constant refreshing. Especially any fun or humorous pieces that will burn after 200 plays or possibly less. Your workhorse station IDs can go longer, but even those should be refreshed a few times a year with new production elements. Effective, entertaining imaging comes down to writing, refining, and rewriting. I never found it effective for me to sit down and say,…ok, now I’ll write 10 new imaging pieces and two promos.
I would make a weekly appointment with myself to take 30 minutes or so to think up a few ideas and jot them down. Then, I would often use my phone’s “Notes” feature when ideas would hit at whatever time of day they did, which was often on my commute to the office or the weekend. Whatever process works for you, it just needs to be done because, YES, imaging can burn just like the songs you play.
Promotions
Next on the hit list is Promotions. I know all of my fellow Hot AC programmers who once had big promotion budgets for every book, but that, for the most part, is not a reality any longer. But reduced budgets just mean having to be more creative. What is it that would really engage your listeners? All expenses paid getaways, free cash, exclusive artists access, or experiences with those artists if you can make it happen.
They all work, but I would also suggest making local establishments the defining prize for your audience. There are probably several local destinations or activities that you can entice your audience with! Remember, even when you find a promotion that works, you should see if there is a way to give it a fresh coat of paint with some added twist. Do your best to balance sales and programming promotions, and be aware that too many at one time just come off as clutter.
Speciality Programming
Last on my list would be the top of the pyramid but still important. Specialty Programming. Hopefully, you have something, whether it’s an artist-hosted feature or acoustic performances with artists that you invite listeners to. If there is little budget, you can still make unique programming features that are music-driven. You Say It/ We Play It! All Request 2K weekend. Listeners voting for themed countdowns. There are many things you can do, and having the goal of one weekend a month for a music-driven feature gives you time to really do it well. Anytime you can put the listener in charge of the music selection, it is usually a winner!
The bottom line is that, just like any machine, your stations need tune-ups and maintenance to stay operating at a high level. Radio is supposed to be fun and entertaining. This is show business, so treat it that way!
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Jim Ryan is a Music Radio columnist for Barrett Media. In addition, he runs Jim Ryan Media LLC, a consulting company which assists major market radio brands and top talent including national radio personality Delilah. Prior to relaunching his consultancy in 2025, Jim spent 15 years with Audacy/CBS Radio, serving as SVP of Programming. Among his responsibilities included programming WNEW-FM and WCBS-FM. His career includes additional programming stops in Los Angeles, San Francisco, and Houston. Jim was voted the #2 PD of 2024 in Barrett Media’s Top 20 series in the AC category. He can be reached by email at Jim@JimRyanMedia.com.
