October 23, 2020
With the holidays shaping up to look non-traditional this year, how is this going to affect how your brand handles this issue?
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Buster Satterfield, Q102: We have the luxury of using more local inventory for community outreach and spreading some holiday cheer. Matt Johnson, KSLZ: I believe that tradition and nostalgia will be super-important to establish a sense of normalcy this year. As people celebrate the holidays, they need to have their audio companion with them and we need to set the mood on the air.
Valentine: We still have to project that warm and fuzzy holiday feel, and continue to be an escape from all the madness of the real world. Stay positive, bring people together, and be that release from all that negativity. Jagger, WKSS: We’re going to stay the course. We’ll still celebrate the holidays on the air and reflect the mood of the season and play music and do promotions around them. Once we got through the first few months of the pandemic (around June), we started coming back around and doing our normal programming. As weird as everything is around us, at least they’re getting what they expect to hear from us, and the holidays are certainly no exception. Brian Mack, WXXL: Outside of being a talk station or political talk, I don’t see how anyone would want to talk about anything but positive.
John Kuliak, Night Castle Management: One million Americans of all ages buy tickets to Trans-Siberian Orchestra‘s arena shows every single year. This year, COVID-19 has ripped that annual holiday tradition from their lives. Radio can bring them cheer by playing TSO’s big hits early and often in 2020. And we’ll see you on the road again next year. |
Orlando, WLLD: We’re in Florida so our approach is that of 2019. Mistletoe, body shots and gift for man whores and generous thots. #AtPhase7 smh
Toby Knapp, WASH: Well, Christmas is what WASH-FM in DC does… and does well… so we’re gonna try our best to give something familiar to our market just like we always do and hope the sounds of the season bring some joy! Clearly we’re re-imagining other events, like the Children’s National Radiothon and some of our holiday ‘tree’ lighting events and choral competitions… because, well, it’s the most COVID TIME… of the YEAR! I will also consume copious amounts of eggnog spiked with Titos. Fish, WKRZ: People come to us for normalcy, so I don’t like the idea of pivoting away from normality. Yes, we are in a pandemic and things are way different, but that doesn’t mean people are still not going have their traditions. So you want to project normalcy and you want to present the same content you do every year even if it is a little virtually enhanced. You have to remain true to what your customs and traditions are.
Josh Wolff, WAEB: We need our on-air content and personality to reflect what the audience is experiencing, and this holiday season I think we need to be very upbeat and relatable. We want to be in the holiday spirit and project a sense of tradition during this very untraditional year. Rick Vaughn, KENZ: Business as usual. We need to be an escape for people and try to help make the holidays just as special as they typically are. Max Volume, KOZZ: We’re going to do what we always do! |
Jon Zellner, iHeartMedia: More than ever, our brands need to focus on companionship and family this holiday season. Our personalities continue to hold a unique place in American culture, especially during times of crisis and many of our stations have become holiday traditions whether they play holiday music full time or not. We have a variety of national and local promotions planned for the holidays including Christmas Wish, Jingle Ball, Holiday Cash and plenty of others. Jeff Hurley, iHeartMedia: We’re heavily invested in the holidays this year. Even our ‘non-Christmas’ stations are tapping into the season. The audience is looking for joy and a sense of normalcy. Nothing like Burl Ives to put a smile on everyone’s face this year.
Kobe, WZNE: We’ve made some lighthearted jokes on-air in sweepers already like, “Leave hand sanitizer and wipes out for Santa instead of milk and cookies.” Most of our messaging will probably be sarcastic around this unique holiday time.
Buzz Knight, Buzz Knight Media: It’s more important than ever for radio to be a strong companion during this holiday season. Our medium provides relief during challenging times and lifting the mood is what we do best! |
R Dub! Z90: Our “Christmas Wish” programs on both Z90 and Magic 92.5 are just going to mean that much more to people. People need us now more than ever and we’re going to be there for them. We’re also going to play “Mi Burrito” 1,000 times. (WPOW reference. If you know, you know!)
Mark Adams, KYLD & KIOI: We’ve been living in the new-normal for six plus months, and what we’ve learned from our research is that listeners crave fun, escape and normalcy from our brands and personalities and we’re not going to alter that strategy.
Jammer, B97: It’ll be business as usual. We’ll throw in some Christmas songs like we typically do, but not too deep into it, and we’ll reflect the mood of the holiday season.
Rich Davis, KDWB: You know that people aren’t going to doing the same things they’re used to doing and not necessarily at the same time. The jocks have to address that and also how they also are not doing the same things that they would normally do. They need to relate this commonality between on-air and the audience and reflect that back to them.
Java Joel, WAKS: With huge family gatherings being deemed unsafe, we will have to be more sensitive to people unable to spend time with loved ones. Business as usual for the most part…Bring on the Mariah Carey!
Drew Heyman, Y100: Everything is different now with not having our Jingle Ball. But we’ll still be creative and a find a way to celebrate with our audience.
Jonathan Shuford, WRVW: I think we need to continue to acknowledge how overwhelmed everyone still is, while also providing an escape from all of this mess that’s out there. We can’t bury our heads and pretend that nothing’s happening, but we also can’t let that be our focus either. We need to continue to be positive, high energy and fun and be the closest thing to normal that our listeners have.
Lee Abrams mediavisions: It’s more important than ever to celebrate through media at a time when celebrations are muffled due to the virus and general social conditions. Media can be an escape to the reality and normalcy of a traditional holiday season.Next Week’s Question Of The Week:
In the spirit of Halloween, what music or entertainment celeb from any era would you like to dress-up as, and what are your Top 3 candy treats of all-time?
e-Mail your responses to: jodorisio@deanemediasolutions.com or bburke@deanemediasolutions.com
