{"id":10926,"date":"2011-09-06T00:01:01","date_gmt":"2011-09-06T07:01:01","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=10926"},"modified":"2011-09-05T20:48:12","modified_gmt":"2011-09-06T03:48:12","slug":"radio-programming-positioning","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2011\/09\/radio-programming-positioning\/","title":{"rendered":"RADIO PROGRAMMING: Action is Character"},"content":{"rendered":"

An axiom of dramatic writing is: Action is Character.<\/strong><\/p>\n

You might have heard the expression, “Actions speak louder than words.”<\/em><\/p>\n

They certainly speak louder than radio station positioning statements.<\/p>\n

A positioning statement spoken in a void, with no substantiating action, is just an empty boast.<\/p>\n

One of the smartest guys in radio, Randy Michaels<\/strong><\/a> (in case you missed it, he recently returned), refers to most radio station positioning statements as “selling their aspirations.”<\/em><\/p>\n

In other words, those stations proclaim what they wish listeners were thinking about them:<\/p>\n

That they’re the best station….<\/p>\n

Or that they play the best mix….<\/p>\n

Or that they’re the only station everyone can agree on at work.<\/p>\n

The example Randy gives is:<\/p>\n

“And now back to more of our Hot Talk, with today’s topic: Which is your favorite color \u2014 red or blue?”<\/em><\/p>\n

Well, you can call<\/strong> it Hot Talk. But that won’t make<\/strong> it Hot Talk, and it won’t fool your listeners into believing it is Hot Talk.<\/p>\n

“We always talk over music because we want to reinforce that we’re a music station.”<\/em><\/p>\n

When you talk over music, you’re not a music station. You’re a “talk over the music station.”<\/p>\n

Sometimes at my live seminars, I’ll play a station promo that spends 67 seconds boasting about how “all we do is play great oldies.”<\/em><\/p>\n

And before the promo ends, they add, “And if you’re ever in the mood for some great Country music, tune in our sister station….”<\/em><\/p>\n

When the promo finally finishes, the disc jockey rambles on for several more seconds as he fumbles his way through a song intro… and then we hear music.<\/p>\n

What you say you do is important.<\/p>\n

But only if what you say you do actually is what you do.<\/p>\n

Because Action is Character.<\/p>\n","protected":false},"excerpt":{"rendered":"

An axiom of dramatic writing is: Action is Character. You might have heard the expression, “Actions speak louder than words.” They certainly speak louder than radio station positioning statements. A positioning statement spoken in a void, with no substantiating action, is just an empty boast. 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