A Loyal Reader Writes:
“Hi, Dan….I’m a radio sales manager who attended one of your copywriting seminars last year, sponsored by our state broadcasters association.
“I’m bumping heads with my program director on the length of our ‘direct broadcast’ (live remote) call ins. His stance is a maximum of 60 to 90 seconds.
“Our station is the only Adult Contemporary station in the market. He thinks we’ll totally dump our audience with a 3 – 5 minute remote cut in.
“I feel since most listeners stick around for a 5-minute commercial pod, or a 3-minute song that they don’t particularly like, why won’t they stick around for the live call-in?
“So I’d like your opinion: Will we dump our audience with a 3 – 5 minute cut-in?”
In general, I agree with your PD.
I say “in general” because I suppose it’s possible that the event is so exciting and the call-ins so entertaining and compelling that the audience loves hearing them.
But that’s pretty unlikely.
Almost all remote call-ins are virtually impossible to listen to.
And 3-to-5 minutes? I agree with your PD; you’ll tune out many listeners.
You’re an AC station.
If you were a small market Full Service station — where you’re expected to cover everything that happens in your community and listeners are accustomed to lots of talking…
And you’d trained your promo staff in the art of doing call-ins that actually are interesting enough to listen to…
Maybe I’d make an exception.
“But people stick around for 5 minutes of commercials.”
Well, many of them don’t.
But those who do sit through the commercials now have paid their price of admission. They don’t want to pay again by having to hear some intern, DJ or promo assistant shouting into the phone but saying nothing of value to the listener.
(They shout, of course, because they think it creates the illusion of excitement. It doesn’t. It only creates a louder noise.)