For decades, “Be caller number nine to win!” has been as much a part of Country radio’s DNA as the jingle package or the lunchtime request hour. However, in 2025, it is now outdated and needs to be retired.
My wife, Kristi, will testify that nothing sets me off more than listening to a radio station in the car and hearing, “Be caller number nine.” She likely can recite word for word the rant that will follow. It sounds like a leftover from the era when the “touchtones” signaled the time to call.
Especially in Country radio, which thrives on connection and authenticity, it is a missed opportunity.
It’s time to rethink our approach and reimagine contesting in a way that reflects how listeners consume, engage, and connect.
The Problem with Caller Nine
There was a time when “caller number nine” created urgency and made the station feel live and local. Now, it’s predictable at best, alienating at worst.
In an on-demand world, why do we expect people to call repeatedly, hoping their call will get through?
Most people are aware that the odds of success are slim. The experience is often frustrating, especially when a recorded voice answers instead of a real person. That’s not engagement. That’s just maintenance.
Who’s Playing?
Be honest. I know what you call them. The people winning “caller nine” contests are the same handful of listeners.
If you want to build audience loyalty across a broader base, you need contests that are inclusive, accessible, and fun for everyone. Not just the prize pigs. There I said it.
Casual fans who might be engaging on social, streaming your station, or interacting with your brand in other ways are effectively locked out.
Contesting Should Reflect Your Brand
One-size-fits-all content does not reflect your brand. Great contesting should be an extension of your station’s voice and values. If your brand is all about family, community, and connection, then build contest moments that reflect that.
If your morning show is high-energy and funny, create contests that amplify that tone. “Caller nine” does none of this. It’s a blank template—the lowest creative denominator.
Listeners connect with moments and experiences. They remember contests that feel original, fun, or emotional. Not the sixth time this week you asked for caller nine.
Lean Into Digital and Social
If your contesting strategy doesn’t involve your app, website, or social media in some way, you’re leaving engagement on the table.
Imagine a scavenger hunt that spans your Instagram stories. A text-in lyric scramble that rewards not just speed, but knowledge of the music. These are the kinds of contests that reflect how people live—scrolling, tapping, liking, sharing.
Digital contesting gives you valuable data. You know who’s entering. You can build your email list, learn listener habits, and target promos more effectively. That’s real ROI.
Make It an Experience
The best contests are more than just giveaways. They’re experiences. They make the winner feel like the star of the show and the rest of the audience feel like they’re watching something special.
Instead of giving away tickets to the 9th caller, what if you turned the contest into a story arc? Build it over a week.
107.9 KUZZ in Bakersfield recently caught my eye with its “Morgan Mystery Seat” promotion. The station was giving away pit tickets for the Morgan Wallen Show at Levi’s Stadium.
Program Director Brent Michaels told me about the contest.
“We picked an actual seat off a seating chart at Levi’s Stadium. Six times a day, a listener could guess the very specific seat where we hid pit tickets to the show.”
“So first level (was the mystery seat on the floor, 100 level, 200 level, 300 level, or 400 level). Then the section, then the row and the seat. People took it step by step. If you got the level right, you moved on. Then the section, row, etc. You had to listen every time so you could eliminate wrong guesses from where the seat could be.”
“It was fun!”
Even if you weren’t interested in going to the concert, it gave listeners the chance to play along vicariously. It was a creative twist on a prize involving the hottest artist in the format. It created a moment.
These moments create buzz. They get people talking. And they show your station is doing more than checking boxes.
Rethink the Prize, Too
Sometimes it’s not just the contest mechanism that’s tired. It’s the prize itself.
In the Country space, access is everything. Meet-and-greets. Soundcheck parties. Signed gear. Backstage photos. Zoom hangouts with the artist. Even a personal shoutout from an artist’s social account can have huge value to a fan.
The more exclusive, intimate, or creative the prize, the less you need gimmicks to generate interest. Great prizes drive participation organically. They make the contest feel worth it.
Keep It Real—And Fair
There’s a balance to strike between entertainment and transparency. Contesting only works if listeners believe it’s honest and fair.
Listeners want to be part of something real. If your contesting doesn’t feel honest, it won’t matter how clever the format is.
A “Call” to Action
Country radio has a chance to lead here. This format is built on connection, on storytelling and loyalty. Those values should extend to every corner of your brand, including contesting.
Caller number nine had its moment, but that moment has passed. Your audience is smarter, savvier, and more distracted than ever. If you want to cut through the noise, you’ve got to surprise them. Delight them. Involve them.
I would love to highlight the creative things that your station is doing. Email me here.
Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.
Jeff Lynn serves as Editor of Barrett Media’s Music Radio coverage. Prior to joining Barrett Media, Jeff spent time programming in Milwaukee, Omaha, Cleveland, Des Moines, and Madison for multiple radio groups, including iHeartMedia, Townsquare Media, NRG Media, and Entercom (now Audacy). He also worked as a Country Format Editor for All Access until the outlet shut down in August 2023.
To get in touch with Jeff by email, reach him at Jeff@BarrettMedia.com.
We just got back from a Scotland road trip with RADIO 1 on the whole time. What we noticed:
— No prizes. Just a lot of ever-changing and engaging contests to get audience interaction.
— No phones. All live interactions were in clear audio (FaceTime?)
— Without commercials, plenty of time to play out and have more fun with the bit.