One lunch time, I was listening to the radio as I drove to a local shopping centre. The announcer talked about a feature coming up on that station. I arrived at my destination, but I stayed in the car – I did not want to miss that feature!
I admit, I’m a sucker. I succumbed to the radio station’s bait, and I ended up a little bit late!
One of the main goals of a radio station is to get you listening, and stay listening as often and for as long as possible. For the radio station, this means good ratings, better opportunities for advertising and more chance to achieve their station goals (ie: what they want to do for their listener).
There are two keys to this:
(1) Create compelling programming that is relevant and enjoyable for the target audience.
(2) Promote this programming – in other words, make listeners want to stay listening.
A radio station needs to be constantly promoting its main features – through recorded station promos (which are adverts for specific programmes on the station).
And, announcers need to forward tease what is coming up in their programmes. That means to tell listeners why they should stay listening. Tease is a good word. It means: “Look what I’ve got for you. You can have it…but not yet. Stay listening!”
How often? Always!
Forward tease what? Some of the songs coming up, things they will be talking about, news, interviews, competitions…
How far ahead? After the break, next few minutes, next half hour…if it’s worthy of broadcast, it’s worthy to be teased.
“Coming up, a song from a rock icon who turns 76 today. That’s after the break” Are you hooked?
So go, keep people listening, and happy broadcasting.