{"id":13041,"date":"2012-09-13T00:01:39","date_gmt":"2012-09-13T07:01:39","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=13041"},"modified":"2012-09-12T20:40:09","modified_gmt":"2012-09-13T03:40:09","slug":"radio-programming-fallacies","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2012\/09\/radio-programming-fallacies\/","title":{"rendered":"FIVE RADIO PROGRAMMING FALLACIES"},"content":{"rendered":"

1.\u00a0<\/strong> “People don’t remember DJs’ names. Therefore, there’s no point in radio air talent training.”<\/em><\/p>\n

Some programming consultant actually said that in a trade publication interview.<\/p>\n

If your hosts don’t make enough of a connection to your audience to be memorable, then “air talent training” should be at the top of your priorities.<\/p>\n


\n2.\u00a0<\/strong> “You can’t get people to listen for more than 30 minutes, so don’t waste your time trying.”<\/em><\/p>\n

If you believe that, then I trust you believe it’s impossible to fix a broken carburetor.<\/p>\n

After all, I<\/strong> can’t fix a carburetor.<\/p>\n

Reminds me of a radio convention panel session I was on years ago.<\/p>\n

Someone in the audience asked, “Is it possible to teach somebody to be a radio personality?”<\/em><\/p>\n

One of the other guys on the panel replied, “No, it can’t be done. I know, because I’ve tried.”<\/em><\/p>\n

He<\/strong> can’t teach someone to be a personality. But there are others who can.<\/p>\n

I can’t fix a carburetor. But there are others who can.<\/p>\n

Many programmers can’t get people to listen for more than 30 minutes. But there are others who can.<\/p>\n

I’ve seen their ratings.<\/p>\n

 <\/p>\n

3.\u00a0<\/strong> “Giving your name frequently is self-aggrandizing.”<\/em><\/p>\n

On a music station, hosts should give their names frequently.<\/p>\n

As in, “Each break.”<\/p>\n

Making sure listeners know who you are is humble, not boastful.<\/p>\n

It’s also good for your ratings (in markets that use self-report measurements and depend upon listener recall).<\/p>\n

 <\/p>\n

4.\u00a0<\/strong> “The audience doesn’t care about you.”<\/em><\/p>\n

Practically every DJ in the world (including me) has, at one time, worked for a program director or manager who said that.<\/p>\n

Of course<\/strong> they care about you!<\/p>\n

If you make a human, personal connection to them.<\/p>\n

If you’re a personality, not just an “announcer.”<\/p>\n

(The difference: An announcer never says anything worth listening to.)<\/p>\n

 <\/p>\n

5.\u00a0<\/strong> “Never say ‘I.’ “<\/em><\/p>\n

This one is big among self-styled consultants and certain station managers who never were successful radio personalities.<\/p>\n

You know the stereotype of the person who couldn’t make it radio and so instead became a consultant?<\/p>\n

I was shown an air talent critique written by one of those “can’t-get-a-job-in-America-so-she-became-a-consultant-overseas” types. She instructed the talent, “Use the word YOU instead of the word ‘I’ to deepen the engage.”<\/em><\/p>\n

(Yes, she did say “to deepen the engage.” Yes, I too had been under the impression that “engage” is a verb, not a noun.)<\/p>\n

You see, when you use the world “you,” then boring material magically becomes…um, engageful.<\/p>\n

I just checked, and so far in this article I’ve used the world “I” seven times.<\/p>\n

Do you find this posting to be impersonal?<\/p>\n

Should I have said, “YOU can’t fix a carburetor”?<\/p>\n

In your daily conversations with friends and colleagues, do you ever say “I”?<\/p>\n

Well, guess what: A good radio show is nothing more than a conversation between the host and the audience.<\/p>\n

But you still think it’s wrong to say “I”?<\/p>\n

Okay. Test it yourself:<\/p>\n

Listen to the 20 highest rated air personalities in America. They all<\/strong> say “I” and “me” and “my.” As well as “you” and “your” and “yours.”<\/p>\n

I guarantee it. I mean, “You guarantee it.”<\/p>\n","protected":false},"excerpt":{"rendered":"

1.\u00a0 “People don’t remember DJs’ names. Therefore, there’s no point in radio air talent training.” Some programming consultant actually said that in a trade publication interview. If your hosts don’t make enough of a connection to your audience to be memorable, then “air talent training” should be at the top of your priorities. 2.\u00a0 “You […]<\/p>\n","protected":false},"author":22,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":{"0":"post-13041","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nFIVE RADIO PROGRAMMING FALLACIES - DAN O\u2019DAY TALKS ABOUT RADIO<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/danoday.com\/blog\/2012\/09\/radio-programming-fallacies\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"FIVE RADIO PROGRAMMING FALLACIES - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\"1.\u00a0 “People don’t remember DJs’ names. 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