Recently I’ve written about a major market oldies radio station that just doesn’t seem to “get it.” (Being the only oldies station in the market gives them a lot of room to do things badly.)
Here’s the same station, promoting a daypart where:
“We’ve added more of your favorite artists like the Everly Brothers (audio: ‘Wake up little Suzy, wake up’), Buddy Holly (audio: ‘If you knew Peggy Sue, then you’d know what I’ve been through’), Chuck Berry (audio: ‘Riding around in my automobile, my baby beside me at the wheel’) and other rock ‘n’ roll greats!”
Uh, guys? Here’s a radio programming tip for any “gold” or “oldies” station:
If your listeners know who the Everly Brothers are, you don’t need to continue to explain it to them by playing a snippet of one of their songs.
If they don’t know who the Everly Brothers are, that song sample won’t mean anything to them.
Name a few artists (which instantly will connect, in the listeners’ minds, to the artists’ music) or play a brief song montage (which will trigger the audience’s emotional responses to the music).
One or the other.
And then play the actual music your listeners tuned in to hear.
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Hi Dan,
Doesn’t adding a song snippet keep the promo from being a laundry list?
If the music is well placed-mixed and crafted, could this not become an exciting invitation to keep listening — and a reminder as to why they (already) listen?
David
What alleged OLDIES station is still playing The Everly Brothers, Chuck Berry and Buddy Holly? About which market are we speaking? None I’ve encountered of late.