Even as we celebrate Veterans Day, the holiday season is over. Christmas music is on – or nearly on – in every market. Programs and flights are built, planted and sold to prospective clients.
There are eight Tuesdays until The New Year. Historically, the first quarter is a slump as the calendar flips to a new year. Gold based radio formats like Adult Contemporary and Classic Hits/Rock view first quarter as a revenue black hole.
In fact, radio stations have a great opportunity to set the tone for a strong year starting in the first quarter. January, February and March can make or break annual momentum. Smart preparation now can pay off in increased ratings, revenue, and feel-good listener loyalty.
Over the summer, we encouraged you – in August – to plan for the balance of 2025. Now, your focus in the programming wing and with your sellers should turn to the first part of a successful 2026.
We offer a collection of ideas that spread programming goodwill and generate revenue in a quarter where inventory is plenty.
Food Drives
We’ve seen throughout the country how large 14% of our population rely on SNAP benefits. The cold truth is that people in need have that need year-round. Instead of a dedicated Food Drive, have your radio station partner with a local Food Pantry to have them be at EVERY one of your events – big and small – through the first quarter – collecting non-perishable items. Food Pantries have also have marketing dollars. That’s how they afford outdoor and direct mail. Investigate if they can get some of their budget in your building.
Food Drive 4 UR School
This campaign has been in force for decades and is a little-known secret weapon. It remains a valuable fundraiser for your local schools. Ford offers the participating schools up to $50 per test drive up to $6,000 per school. Have the Ford dealer run ads for the event and get a talent to host. Partner with a Ford auto mall and ANY local school, hold the event on a Saturday event at the school. Actual local description of the event is posted here.
A Soccer-Mom Blog
The heart of the AC format belongs to soccer moms. Find them in mom groups on Facebook. Identify one local, digitally connected mom in your market and have an auto dealer allow her (rather than talent) to drive a new (or pre-owned) car for a month. She blogs about it and gives her testimonial endorsements on the radio station. It has a “real” feel versus a talent who does it.
Best In Snow
Pet food and accessories is a $150 Billion Dollar annual business. When the snow starts to fall, have listeners submit pics of their pooches in the white stuff. Develop a listener committee of judges (or all listeners) to vote on best pics or have a ‘bracket’ challenge for the best on your web site. Sell to local vet or Subaru Dealer (Subaru is WAY into dogs). Also know that local Wal-Mart and Hyvee managers get a local budget allowance for market-specific promotions.
Anything Health
Hold a Health Fest coordinated by local hospital and hosted at a mall or local community college. If you have an annual Bridal Show, add a health section to the list of potential vendors. Make if free to attend and sell booths to chiropractors, GNC, blood banks or even a local drug store. Brides want to look their best on their special day. Now that GLP-1 Drugs (Ozempic, Wegovy) prices have been slashed, local pharmacies will want brides to be a destination for their weight-loss prescriptions.
Featured Teacher (Or Classroom)
The average money spent out-of-pocket for American teachers for their classroom is around $900 per year. You see their Amazon ‘wish lists’ posted next to their profile on social media. Teachers cold use assistance. With through local PTO’s to get into the schools. PTO’s are also excellent at organizing events! Have radio talent visit and present the grant. Record The Pledge of Allegiance in classroom for replay the next day or week. All sorts of possible sponsor categories for this goodwill campaign.
Free Ad Campaign
First quarter can be a VAST wasteland for radio inventory. Fill it up with $1,000 worth of free spots to local businesses who register for the campaign. Many local businesses can’t afford a robust schedule and haven’t used radio in their marketing. Employees lead a ‘spirit’ contest for how GREAT their employer is. Another angle would be to have businesses write in with THEIR best first quarter offer and make THAT the winning entry’s campaign.
Galentine’s Day
Galentine’s Day actually started on the sitcom Parks & Recreation in 2010. The celebration takes place the day before Valentine’s Day (February 13th – a Friday in 2026) Centering around female friendship. On the show, Leslie and her friends gather for brunch complete with waffles and whipped cream to exchange small gifts.. Host a Ladies Night Out on Friday February 13th at a high-end local restaurant. Take the group out – hosted by your morning show – for a Mani-Pedi first with a wine tasting. Perhaps a Male Dance Revue at the restaurant or after? Valentine’s Day 2026 is on a Saturday – FYI.
Second Run Sing-Along
Wicked: For Good hits the theatres this month – Friday November 21st. Goes without saying but it’s going to be huge across all demographics. By the time first quarter is here, the film will be in second-run theatres and on-line. Host a Saturday morning sing-along to include a costume contest. Partner with a local Food Bank with your Food Drive at a local cinema on a Saturday morning where the price of admission is a bag of non – perishable food. Another film for a sing-along is Moana 2. As outlined above, a food drive not associated with a holiday stands out, helps those in need and creates good will for your brands.
When we brainstorm ideation with clients, the notes also chart special days in certain months. If your studio doesn’t have a Chase’s Calendar of Event, put it on your Christmas List. Here’s a sample from January (give the list to your talent, too!)
January Special Days
- National Clean Up Your Computer Month
- Self Love Month
- Diet Resolution Week – 1st – 7th – Also Resolution Week
- College Bowl Season
- Teen Driving Awareness Month
- National Stalking Awareness Month
- National Buffett Day – 2nd
- National Hypnotize Day – 4th
- National Bubble Bath Day – 8th
- National Kiss A Ginger Day – 12th
- National Dress Up Your Pet Day – 14th
- National Healthy Weight Week – 15th – 21st
- National Ditch Your Resolutions Day – 17th
- National Disc Jockey Day – 18th
- College Football Championship – 19th (Almost as big as The Super Bowl – on a Monday)
- National Use Your Gift Card Day – 21st
- National Peanut Butter Day – 24th
- National Thomas Crapper Day – 27th
- Bubble Wrap Appreciation Day – 30th
Also, put the following list on your seller’s cubical post-holidays. These targets almost always have an annual marketing budget and are bullet-proof when it comes to a soft economy:
Recession Proof Leads
- Municipalities
- Police – Fire
- Universities
- Funeral Homes
- Farm Supply
- Recruitment Companies
- Dentists
- National Insurance/Investment companies
- Trucking/Delivery Companies – Recruitment
- Liquor Stores
It’s not even Thanksgiving yet. On a broadcaster’s calendar, however, the holiday rush is in the rear-view mirror. Now comes the stretch that tests everyone’s fortitude. Historically, first quarter can feel like a revenue valley especially for gold-based formats like Adult Contemporary and Classic Hits/Rock. But that doesn’t have to be the case.
New Year success belongs to brands that plan for it now.
*Special thanks to client stations for ideation and the creative minds behind the promotional efforts of Kensington Digital Media, Midwest Communications, Federated Media, Midwest Family of Companies, Saga Communications and CPR Promotions Paige Nienaber (among others).
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Kevin Robinson is a passionate award-winning programmer, consultant and coach – with multi-formats success all over the country. He has advised numerous companies including Audacy (formerly Entercom Communications), Beasley Broadcast Group, Westwood One, Midwest Communications, Townsquare Media, Midwest Family Broadcasting Group, EG Media Group, Federated Media, Kensington Media, mediaBrew Communications, Starved Rock Media, and more. He specializes in strategic radio cluster alignment, building lean-forward tactics and talent coaching – legacy and entry-level – personalities.
Known largely as a trusted talent coach, Kevin is the only personality mentor who’s coached three different morning shows on three different brands in the same major market to the #1 position. His efforts have been recognized by The World Wide Radio Summit, Radio & Records, NAB’s Marconi, and he has coached CMA, ACM and Marconi Award-winning talent. He is also in The Zionsville High School Hall of Fame as part of the 2008 inaugural class. Kevin is an Indiana native – living near Zionsville with his wife of 39 years, Monica and can be reached at kevin@robinsonmedia.fm.
