{"id":16108,"date":"2013-11-12T00:01:11","date_gmt":"2013-11-12T08:01:11","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=16108"},"modified":"2013-11-11T23:28:50","modified_gmt":"2013-11-12T07:28:50","slug":"radio-dj-show-prep","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2013\/11\/radio-dj-show-prep\/","title":{"rendered":"RADIO MANAGER WON’T LET HOSTS TALK ABOUT TV SHOWS"},"content":{"rendered":"

\"radio<\/a>A Loyal Reader Writes:<\/span><\/strong><\/span><\/p>\n

“On my radio show, I am not allowed to mention ‘Dancing with the Stars’ or that the newest iPhone is being released. <\/span><\/p>\n

“That’s because our manager believes that saying these brand names during the normal course of conversation will give brands free air time and thus engender a potential loss of revenue for the station.<\/span><\/p>\n

“Quoting from his critique of my program: ‘Speaking positively about local TV channels\/media is giving them air time and unpaid publicity.’<\/span><\/p>\n

“What’s your opinion?” <\/span><\/p><\/blockquote>\n

Your job is not to avoid giving unpaid publicity to other businesses or media outlets.<\/span><\/p>\n

Your job is to engage your radio station’s listeners.<\/span><\/p>\n

The easiest, best way to engage your listeners is to enter the conversations that define their daily lives.<\/span><\/p>\n

Half your audience watched “Dancing with the Stars” last night, but you’re supposed to ignore that and instead try to get them interested in the fact that this is National Dental Hygiene Month?<\/span><\/p>\n

Your listeners lined up outside stores the night before the new iPhone first went on sale, and instead of talking about that you’re supposed to encourage them to call to vote: “What’s your favorite color \u2014 red or blue”??<\/span><\/p>\n

I suggest that your manager ask every one of your station’s listeners, “Why do you listen to this station?”<\/span><\/p>\n

I predict:<\/span><\/p>\n

\u2022 Many will say, “I like the music they play.”<\/span><\/p>\n

\u2022 Some will say, “I really like their DJs.”<\/span><\/p>\n

\u2022 Not one, however, will say, “I listen to your station because you never give free publicity to competing media or to businesses that don’t advertise with you.”<\/span><\/p>\n

Why is that important?<\/span><\/p>\n

Because a commercial radio station cannot survive without listeners.<\/span><\/p>\n

Yes, “radio advertisers<\/a> pay the bills.” But advertisers go where the listeners are.<\/span><\/p>\n

The more relevant you are to your listeners’ lives, the more listeners you attract and the longer they listen.<\/span><\/p>\n

News Flash:<\/strong> <\/span><\/p>\n

Everything your audience does when they’re not listening to you is your competition.<\/span><\/p>\n

If they’re watching the World Cup, they’re not listening to your music program.<\/span><\/p>\n

If they’re at a concert, watching a movie, or reading a book to their children, they’re not listening to your station.<\/span><\/p>\n

Following your manager’s (and many managers’) logic, that means you should never talk about the big local concert, the blockbuster movie…or children.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

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