Congratulations, you have been hired for a prime on-air radio gig! Do you want to destroy the competition? Do you want people to quickly forget the previous host? Can your show create revenue equal to Walmart? Do you want to have a long run in the position? Well, I want to share with you the strategies necessary to dominate in 2025.
I have witnessed these ideas over the years. There are more things that I can expound upon. I know that hosts who want to succeed can use these ideas.
It is now more than just doing a great radio show. It is about building a loyal audience quickly. In my experience, it is an 18-month process to build an audience, especially in a diary market. Companies are likely not that patient. Your job on day one, besides doing a great show, is to protect the revenue from the previous show.
I get it — you are not in sales. But you will be judged on revenue. I know someone who replaced a long-running morning show. The show’s ratings were okay, considering the jarring change of replacing a landmark show on a heritage station. Over the first six months, several endorsements dried up. This host was working the old paradigm, where sales and programming rarely interact with each other. I can assure you that thinking is passé. Your show’s revenue numbers mean more than the ratings.
So, you are the new host: what do you do? It’s called taking time out to drop by every major advertiser of your station or cluster. Do this on your own. Don’t go with an account executive. This is for a very specific reason: it is a sign to the sales department that you are a partner for every account executive.
What do you say to the advertiser when you stop by? This is relatively simple. Introduce yourself and thank the advertiser for being a part of your show and station. The client will tell the account executive. You will likely be the only media personality in your market who stopped by to say hi and thank you. Here is the other touch: ask for a picture with the boss and his or her team. Post that on the station’s social media. Put that pic up on your show’s social media as well. You want every advertiser to know that you are a partner for their success.
You also need to be on point with the biggest events in your community. You need to make connections with the audience. There are several strategies for this. Your community has a couple of signature events. You must be there, and it is imperative that you include listeners. Invite them. Yes, you will be at Oktoberfest this weekend. Invite the audience to say hi. Or, on Friday, tell your listeners that you will be at the food court of the local mall to enjoy some Bourbon Chicken. You will be there at noon and would love to meet your listeners.
As with business owners, take selfies. Post pictures on the social media for your show and station. There are a couple of reasons to post. It shows that you — the new host — are excited to be a part of the community, the station, and the lives of your listeners. This is such a big win.
Now, I understand that this may be tough to do. What if no one shows? What if there are only a few people? I am not guaranteeing that 300 people will show up. I am guaranteeing that you will make evangelists for yourself, your show, and your station. You will become accessible and personal to them. Perhaps you are worried about your personal safety. Don’t drive to the location. Take a taxi or Uber to and from the station.
Whenever you are recognized at the grocery store, a restaurant, etc., spend time with that listener. Be very polite and appreciate them greeting you. Thank them for listening. Ask if they want to take a selfie for you to post on social media. Most of these people will love that. A quick brush with greatness is a highlight for their miserable existence. You are a star who is thrilled to listen to their observations and concerns. It is a win.
I want you to have a long run at your job. This doesn’t happen by accident. You need a careful strategy to become so essential that you are the radio station’s identity.
Everything in life is built upon relationships. Your success is in your hands. I have heard hosts grouse about a lack of a marketing budget, the studio setup, the equipment, or the station signal. I certainly understand that there are shortcomings in every situation. It is your responsibility to overcome the obstacles. Bitching about them is not how to solve these very real issues. I want you to go out and win. We all have situations that seem uphill. You can do two things: ignore them or overcome the issues. I prefer overcoming the issues.
Here is something that you also need to always remember: you are a champion of the listener and advertiser. You are there to represent them. If you are able to become that champion, you will be victorious.
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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.
