Mike McVay
by Mike McVay
Programming today, in this cluttered media world, requires YOU to focus tightly on what’s most important to the Target listener. If you’re talking to women, then stay close to what they want to hear. Dissect the product into four categories; Music – Information – Personality – Promotion.
The philosophy that we believe in, for music, is one of INSTANT GRATIFICATION. Research the music and play people’s favorite songs . . . frequently. You will never run into anyone who says that you play his or her favorite song too often. Songs that people complain about, or become tired of, are the ones that they don’t like.
VARIETY is a word that listeners are repeating back to us. They’re telling us that they want more variety and a larger library of music. The Adult Hits (Jack, Bob, etc.) format has heightened awareness of the lack of variety on most stations. This research has prompted me to continue to play my Power songs at one day plus a day-part, but the regulars have been slowed from 2.5 days to 3.5 days turnover. This is where the variety needs to come from. The biggest favorite songs still need to be played every 1.25 days.
We believe in creating a memorable music essence on the radio station. A listener should be able to tune in to your station, and in any 15-minute period, the station will sound consistent with your planned imaging. Be reflective of the audience. Be consistent so that your station has its own “Sound.”
We’re living in a time where information (news) has become a more important part of the listener’s life. The audience wants to know a little bit about a lot of things, so we urge our news anchors to present a high story count with lots of quick 2-line and 3-line stories. The first sentence should focus on the bottom-line, while the second sentence gives the details to the story in question. We suggest that stations use these seven categories from which to build a newscast:
1. Heart
2. Purse
3. Health
4. Relaxation
5. Safety
6. Local
7. National/International
Local stories are the most important of all to the listener. In the focus groups that we have seen, people regard local stories as the stories that are most likely to affect their lives. Unless the Middle East War turns into World War III, or unless you had a local soldier killed in the war on Iraq, we should always lead with the most important story of the day, local or national. The economy has replaced the war on the front pages. We have a new President. He will take the headlines, too. Know what is important to your audience.
Personality is important! We like people who are “neighbor-next-door” types. The morning show should be highly manufactured and fun to listen to. The rest of the jocks should be people who are warm and relatable but play a lot of music. The best morning shows are those that hold captive the audience, not allowing them to get out of their car when they arrive at work. They build day-to-day habitual listening.
Remember to coach the air-talent and work with them on a regular basis. One can never assume that because the talent has reached your station that they are at a level where they no longer need input. There is a need to have regular meetings with your talent, especially regarding Morning Drive.
Once your product is ready, promote it. Do Not promote the product before it’s ready. If you do, you will actually hurt your station because others will hear just how bad the product is.
Great promotions need three elements to be successful: Expectation, Realization and Memory. That’s why great promotions are like LIFE. They have the elements of Expectation/Realization/Memory.
Expectation = “We are going to give you a bright red Porsche 911. Imagine the ooohh’s and aaahh’s of friends and neighbors as they see you in this chariot of the gods (sound effects of people ooohhing and aaahhing).” To go with expectation is to actually tape a listener and put them into the promotional spot. Sell them on the benefit of winning.
Realization = This is where you tell Kathy Jones that she just won $10,000 and Kathy says, “Oh God, Oh God, I can’t believe I won!” — and if the disc jockey shuts up, the listener will tell us how really good she feels about winning. We suggest that radio stations utilize a bed under the giveaways so that there is no dead air. I particularly like the “Home Run Theme” from the soundtrack The Natural which starred Robert Redford. If you’re a more contemporary station, use “Oh Yeah” by Yellow.
Memory = is the element that most radio stations miss. Go back to the winner and ask them what they did with all the money they won, how they enjoyed the concert which you gave away tickets to, what was that get-away weekend in a secluded hotel like, and tape record them as you hand them the keys to that new red Porsche 911.
Most radio stations require listeners to come by the studios to pick up their prizes. Drag them into the production room and tape record it. You can always throw the tape out if you don’t like it. Side note; I believe that the listener should come to the station to pick-up prizes of $25 value and greater. Prizes valued at less than $25 should be mailed to the winner. Don’t make them work for their prize, once they’ve won it.
When it comes to Marketing, you have to ask yourself the question “What do you want to accomplish?” and “Why?” Don’t get hung up in marketing a product without knowing what it is you’re trying to accomplish. Is it to build cume? Do you need better TSL to build your Average Share? Know the answer to these questions before you start spending money on creativity and artwork. The reason to market is to build your cume audience.
The programming model that many of us have followed In the past has changed. It was demanded. NOT by technology Like the iPod or the Internet. The audience has demanded. I heard the demand. Did you?
Mike McVay is founder and President of McVay Media, a full-service consultancy, serving Adult Contemporary, Country, CHR, Oldies, Rock, Smooth Jazz, Sports, and News/Talk radio stations. McVay’s 32 years of broadcast experience include stints as a General Manager, Program Director, and Air Personality. For more information contact Mike @ mike@mcvaymedia.com or visit www.mcvaymedia.com.
