SHOCKING TRUTHS FOR RADIO PEOPLE + AIRCHECK CRITIQUE

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• Todd May 8, 2011, 10:51 pm

  Real people change the channel all the time when music comes on if they don’t like the song. This is an instant gratification world, and people don’t have to sit through a 4 minute song to get to the one they like.

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• Dan O'Day May 8, 2011, 10:56 pm

  The point I was making was: Radio programmers typically listen for the station’s elements and then punch to another station when a song begins, while the habits of listeners are quite different. I was not suggesting that listeners gladly sit through songs they don’t like.

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• Rob Chandler May 9, 2011, 10:11 am

  There’s always at least one great little tip or reminder in each and every one of your letters Dan!! Mind you, I did laugh out loud at the “Deep voice” comment in the top ten truths!!!

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• Sean May 9, 2011, 4:13 pm

  I agree and disagree with you on giving a time on a tease. On bits like in the aircheck, any tease at all is useless. If your going to do a bit, just do it. The average listener, especially those in a car, are not going to wait around. When they get to their destination, they are not going to sit in the car and wait for the air personality to do the bit.

  On the other hand, if its a major event, such as debuting a new song, announcing a major concert or such, then setting a time shows respect for the listener, that you realize the listeners have busy lives.

  Listeners are well aware of the game being played when they are told “coming up this hour…” or “sometime today…” and resent the manipulation. What’s going on on the radio is WAAAAYYY down on their list of priorities. By setting “appointment radio” your telling the listener “we know your busy, but when your ready we’re here.” Showing respect goes a long way to developing listener loyalty, which leads to solid PPM in the long term.

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• Bern Leckie May 12, 2011, 9:56 pm

  1. It’s interesting why radio people do switch at different points from everyone else – I think EVERYONE switches when what’s delivered conflicts with what the listener wanted next – that could be the wrong song, a too-long link or anything which sounds fake and cheesy.

  2. Saying terrible things about a competitor is a great way to promote them, the more extreme the better!

  3. Ratings are NOT a zero sum game, Dan! Radio has no automatic right to an audience and its measure of attention. Any other media or activity can erode radio’s market if radio doesn’t win people over every day. On the other hand, I believe that great stations grow the market, not just steal share from other stations. If we don’t respect our competitors for what they do well, we miss out on learning opportunities and undermine our ability to become that great.

  6. Please could everyone STOP who is still making breakfast promos packed with laughter next to a “you had to be there” kind of joke. Laughter is wonderful when a person feels included. When they feel on the fringe or not quite getting something, laughter feels painfully exclusive, and reminiscent of awkward social situations we want to run away from. You can literally laugh your listeners out of the room. It’s better to draw them in and let them do all the laughing if they find something funny.

  All the rest – great! Carry on…

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