{"id":16278,"date":"2013-12-10T00:21:43","date_gmt":"2013-12-10T08:21:43","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=16278"},"modified":"2013-12-10T00:20:18","modified_gmt":"2013-12-10T08:20:18","slug":"radio-programmers-imaging","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2013\/12\/radio-programmers-imaging\/","title":{"rendered":"RADIO PROGRAMMERS WHO DON’T UNDERSTAND THE NEIGHBORHOOD"},"content":{"rendered":"

There are three types of radio programmers who are going to read this.<\/span><\/p>\n

1.\u00a0<\/strong> Program directors who insist on airing hostile “attack ad” positioning statements, because they’re not very smart.<\/span><\/p>\n

2.\u00a0<\/strong> Program directors who know better.<\/span><\/p>\n

3.\u00a0<\/strong> Younger PDs who haven’t yet had a chance to think about it.<\/span><\/p>\n

If you’re in Group #1, you’ll dismiss what I’m about to say.<\/span><\/p>\n

Group #2 will nod their heads in agreement.<\/span><\/p>\n

But it’s Group #3 that I’m really aiming at.<\/span><\/p>\n

You know all those positioning statements you hear in which one radio station ridicules another? It’s called “trashing the competition.”<\/span><\/p>\n

98% of the time, it also deserves to be called “stupid.”<\/span><\/p>\n

There have been a few very smart, very successful “attack campaigns” that were effective because they were strategic. They weren’t borne of animus or demo ego. They were part of a well conceived plan to beat the radio competition<\/a>.
\n<\/span><\/p>\n

My favorite of that tiny minority of successes was Randy Michaels<\/a>\u2019 destruction of Q105\/Tampa by “The Power Pig.”
\n<\/span><\/p>\n

\"radio<\/a><\/span><\/p>\n

Your city probably has a “restaurant row.” A bunch of good restaurants, all clustered together within 2 or 3 blocks.<\/span><\/p>\n

They cluster together deliberately: Good restaurants profit by being close to other good restaurants. If you’re a diner, that’s a nice neighborhood to find yourself in.<\/span><\/p>\n

Well, the radio dial = Restaurant Row. That’s your neighborhood.<\/span><\/p>\n

When’s the last time you saw a sign over an establishment on Restaurant Row proclaiming, “All the other restaurants on this block will give you food poisoning”?<\/em><\/span><\/p>\n

You already know the argument about “not using your airwaves to promote another radio station by attacking them.”<\/span><\/p>\n

If you have a bigger audience than they do, that’s a valid argument.<\/span><\/p>\n

But there’s another reason why publicly attacking them is a stupid thing to do:<\/span><\/p>\n

If you’re going to the trouble of attacking them, undoubtedly it’s because you see them as a direct competitor for your audience.<\/span><\/p>\n

If so, some of your listeners also listen to that other station. <\/span><\/p>\n

Do you really want to tell your listeners that the other stations they like are lousy? That they’re idiots for listening to them?<\/span><\/p>\n

Finally, if you need to attack a competitor to make yourself look good, what does that say about the quality of your radio station’s programming?<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

There are three types of radio programmers who are going to read this. 1.\u00a0 Program directors who insist on airing hostile “attack ad” positioning statements, because they’re not very smart. 2.\u00a0 Program directors who know better. 3.\u00a0 Younger PDs who haven’t yet had a chance to think about it. If you’re in Group #1, you’ll […]<\/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-16278","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nRADIO PROGRAMMERS WHO DON'T UNDERSTAND THE NEIGHBORHOOD - 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\/2013\/12\/radio-programmers-imaging\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"RADIO PROGRAMMERS WHO DON'T UNDERSTAND THE NEIGHBORHOOD - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\"There are three types of radio programmers who are going to read this. 1.\u00a0 Program directors who insist on airing hostile “attack ad” positioning statements, because they’re not very smart. 2.\u00a0 Program directors who know better. 3.\u00a0 Younger PDs who haven’t yet had a chance to think about it. 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