Mike Bettelli
by Mike Bettelli
As radio and the broadcast industry become more complicated and competitive – it’s important for PDs to grab on to all the conventional wisdom they can. Here are some programming concepts and rules-of-thumb you really should know.
You Don’t Have To Act – You Do Have To Listen
Crazy ideas (except in a brainstorming session) are easy to dismiss. Instead of tuning out a sales person who’d like to turn the station over to an RV Dealer for the weekend or a listener who would love to hear deep tracks from the 2nd Jewel album – it’s in your best interest to really listen to these ideas. There may be the kernel of a good idea somewhere in what they are proposing. They will appreciate and respect you for at least listening and not just dismissing the idea. A great PD has the ability to say no without causing hard feelings.
The Coach Is Important – So Is The Team
You no doubt have spent time working airshifts, recording copy and spending long hours at a radio station. Don’t forget how frustrating this work can be when you are starting out or how much pressure key players (like your morning show) are under. Treat all of your staff with an equal amount of respect. Try to spend time with everybody who works hard to make your station successful. An occasional breakfast with your overnight jock (if you have one) or time with a weekend person will always pay off. Spend most of that time listening and not lecturing. You’ll have plenty of space to get across your PD message after you find out how it’s going with their job.
Step Away From Your Desk
Turn off your cell phone. Leave your e-mail behind. Jump in your car and burn up a few gallons of gas. Experience your product like your customers do. You’ll be surprised what you hear without all of the distractions. Spend at least an hour a week doing this. Make sure your staff knows you are out there and have become a super P1 listener for a little while.
Be An Opportunist
Before you became a PD you probably had some brilliant ideas for station events, contests and promotions. If you find it harder to actually make these ideas come to life now that you are in charge – join the club. Get used to convincing your GM, staff and whoever else you need to, that jumping on an opportunity can make for great radio. After the first few crazy stunts, contests that garner TV coverage or fund raising events for a worthy cause in your community that raise money – you won’t have to sell every idea quite so hard.
It’s All About The Song
With very few exceptions (like AAA & maybe Country) radio music formats are about the songs and not the artists. Music downloading and mp3 players have reduced the need for buying a whole album by an artist. Content between the songs on your station should probably be more about your community, the weather, show biz buzz and fun topics your listeners care about. Music programmers and record label employees do care about artists – we need to realize that today’s radio listener doesn’t really care if the songs they like are by Maroon 5, Matchbox Twenty or Leona Lewis. They just like the song.
Consume Media – Get A Life
Radio listening is important, but shouldn’t rule your life. Listen to the competition, watch TV, check out XM and Sirius, tune in NPR, read a newspaper, listen on-line, go see this week’s #1 movie. Staying in touch and informed isn’t really an option anymore – it’s part of your job. Make sure key staff members (like your morning show) do the same. Nothing is more boring than a radio morning show doing a tired bit like “today in history” day after day. Most listeners don’t care if today is Zachary Taylor’s birthday or the day we signed the Panama Canal treaty. Who lost on Idol last night? What’s so cool about Iron Man anyway? Why did Oprah devote two shows to Tom Cruise?
Everything Burns
It’s not just music repeating that annoys radio listeners. Put a critical ear to everything that is part of your station. Long commercial breaks take their toll on listeners (especially compared to satellite radio and mp3 players). The same commercials playing too many times are a worse tune out than any single song. Liners, promos, jingles, music beds and morning show bits & features can all burn out. Spend a high percentage of your time finding ways to make the station fresh without losing your brand and identity. Most PDs make the mistake of agonizing about music choices and not focusing on everything else that happens on the station.
Be Famous
What is your station famous for? If you were to put the biggest fans of your dial position in a room and ask them – what would the answer be? At many stations it might be the morning show. Maybe it’s the type of music you play. It could be your news department. Maybe it’s about Paul Harvey or Rush Limbaugh. A sports franchise might make you famous. Figure out where the fame is coming from, and make sure you continue to let your listeners know you are still the place where that happens. Don’t be afraid to incorporate the verbiage frequently on the air. “The best mix of music… Bob and Sheri in the morning… and Cowboy’s football… on Mix 107 Point 7.” Make sure your listeners will keep their appointment with what they know is famous about you.
Enjoy The Ride
Very few people will ever have the opportunity to program a radio station. Realize that even though the hours are long, your pay is not what it should be, and dealing with air talent and management is often stressful – you’ve got a job that lots of people still dream of having. Be sure to enjoy these moments. Twenty years from now they will still be talking about how awesome your station was back in 2008!
I’d love to hear from you.
Mike Bettell is Director of Adult Contemporary Formats / Consultant, for Jones Radio Networks / Seattle. Reach him at 800-426-9082 or mike.b@jrnseattle.com
