Happy New Year. 2025 is here. With each new year comes everything from resolutions in your personal life to the promise to take a fresh look at how you are doing things in your professional life.
When I was programming, I laid out goals quarter by quarter, knowing that celebrating wins along the way kept everyone more focused than huge year-long initiatives, which allowed for loss of focus because it was easy to lose sight of progress.
Some New Year’s resolutions and goals I would love to see on radio lists include.
Encourage content creation. It’s hard to believe, but I have worked with people who used vague terms in talent contracts to prohibit them from starting a podcast or their YouTube channel.
The absurd and narrow thinking was that the talent should be 100 percent focused on their show, and any form of brand extension would dilute the on-air product.
PS The talent in question left at the term of his contract and is flourishing in a large market both on air and online.
Improve the quality of commercials. It is hopeless that huge spot loads will decrease, so at least make them high-quality. Some companies’ idea of production hubs should allow for something that doesn’t sound like, “That Max’s Toyota on Highway 15 next to McDonald’s followed by the phone number three times.” Even if you are not one of those companies, there are creative people in your company; use them and don’t rely on AE’s to write copy. It will come to you way too long and way too boring.
Speaking of commercials and sellers, TRAIN THEM! At least once a quarter, in the middle of a sales meeting, I would pick on one seller and ask the question, “What is the lineup on our rock station?” I never once had them get it right, and a couple of times, I was asked, “Which one is the rock station?” It’s inexcusable.
I know this one is hard, with some stations looking at corporate playlists and top-down management. But take some musical chances. I was always a proponent of a tight playlist. I once programmed a Top 40 in a large market with 120 songs: a total cume play and a market leader.
Not everyone is in that position, and I love stations that find a spot within their playlists for music discovery. The battle has largely been lost to the DSPs, but with the proper setup, new music can have a positive impact.
I especially like to see this in Country, where there is so much product coming out of Nashville. It can be effective if you ring the bell, package it around your powers, and don’t overdo it.
Saying Live and Local doesn’t make it so. Recommit to getting your people, regardless of how many or few you have, into the community to take advantage of and create what KSON San Diego PD Scott Roddy calls “white hat moments.”
Be honest and transparent with your staff. I used to say, “You may not like what I’m going to tell you, but it will be the truth.” Ask for their opinions and include them in the process. And “be there” when they need you. Don’t look at your email, pick up the phone, or schedule music when they need your time.
Lastly, one of the four covenants of the “Fish Philosophy” HAVE FUN!
Community Connections:
HeartMedia San Diego’s eight radio stations collaborated for the seventh annual iHeart Rady Children’s Giveathon on December 11 and 12, aimed at supporting Rady Children’s Hospital-San Diego. Listeners raised $437,264 through phone, text, and online donations. The funds will help acquire lifesaving technology, advance pediatric research, and support programs that provide essential care for children in need, including those without private medical insurance.
WSB-FM Atlanta has made this holiday season unforgettable for several local families with its initiative, “Tad, Drex & Kara’s Merry Little Christmas.” Thanks to the kindness of B98.5 listeners and sponsors, ten families will find gifts beneath their trees on Christmas morning.
In its eighth year, B98.5 invited listeners to nominate families in need of a little extra cheer during the holidays. Each nominated family shared a poignant story, facing challenges such as medical issues, the loss of loved ones, unsafe living conditions, and even the trauma of a child affected by a school shooting. With many of these families unable to provide gifts this year, B98.5 stepped in to offer support and joy.
Industry Happenings:
The Country Radio Seminar has released further details regarding the Y’All Means All: Diversity Breakfast, which is scheduled for Wednesday, February 19, at CRS 2025. This year’s event will host a panel focused on promoting diversity and inclusion within the Country music industry.
Tiffany Provenzano, Director at Equal Access/Theory, will moderate the panel, which will feature an esteemed group of participants, including The War & Treaty, Brooke Eden, Sean Copeland, Program Director of Hank-FM Radio One Indianapolis, and Shannon Sanders, Executive Director of Creative at BMI.
Add ons:
iHeartMedia is celebrating a surge in yuletide digital listening as the company shares its initial results from this year’s Christmas music campaign. iHeart Christmas, an all-digital station, reported sessions up 300% on the iHeartRadio app compared to 2023.
The platform reported nearly 200 million holiday radio listening sessions across phones, laptops, smart speakers, and other devices. Seven of December’s top 10 digital stations were Christmas-themed, including iHeart Christmas, North Pole Radio, iHeart Christmas Classics, and iHeartCountry Christmas.
Bit Of The Week:
In future weeks, The Pulse will include the “Bit Of The Week.” If you want to be featured, please send me an mp3 of your best, most recent bit to jeff@barrettmedia.com.
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