27 Feb Wednesday, February 20, 2019
This Week in The Lund Letter:
> Choose news stories carefully
> “Hey, great job!”
> More listening occasions and targeting your P1s
> Eye Tracking TV commercials and the latest media trends
Lund News Room: Radio News Story Selection and Sequence Matter
In today’s world of social media, many members of your audience derive their news from Twitter, Facebook, Instagram, etc. More than ever, your story selection and story sequence represent an opportunity to enhance your brand.
First, concentrate on your story selection with the emphasis on “story.” With facts so easily accessible via search engines, the selection of stories of relevance and interest to your target audience is vital.
When deciding on a story, take these basics into account:
> Does the story appeal to the station’s target audience? The television show “Cops” appeals to primarily a male audience. It’s not beneficial for an Adult Contemporary station to choose crime stories, those involving murder, burglary or assault. When targeting women, choose stories involving emotions, family, and children. Stations targeting men should pick stories of conflict like politics and crime. When the format targets young people, stories about social security will not have appeal.
> Does the story fit the brand of the station? Music stations will benefit from stories about one of their key artists or an event connected with a key artist.
> Does the story affect the members of the station’s community? Consider stories involving natural disasters, major road closures, power outages, water shortage, etc. Stories which affect the listeners’ lifestyle should always be selected. A story involving a volcano erupting in Hawaii may have lesser interest to someone living in Vermont. Local news is more interesting that world news.
After selecting the news stories, prioritize them in order of appeal. The goal is to build momentum in the news presentation.
+ Start strong to establish momentum. Pick the story everyone at work will be talking about as the cliché goes, “around the watercooler.” The more immediate the story the more appeal to start with.
+ Your first sentence in every story should be the headline – what makes this story interesting to your audience and your slant on it. Examples would be when you’re at the checkout line at the grocery store looking at magazine covers and the verbiage they use to try to get someone to pick it up and read.
+ Use simple words and short sentences. Multiple short stories are best. No story should be more than several sentences long. Avoid numbers.
+ Your last story should be something lighthearted or humorous to leave the audience on a positive note.
When you choose the right stories and sequence them correctly, you will have an advantage over your competitor which includes social media. Depending on your target, your news can enhance your brand and solidify your market position.
What’s Your Spring Story Going To Be?
Maximize your spring ratings with a top-to-bottom review and programming analysis. The Lund Strategic Programming Evaluation finds the strengths and weaknesses in your stations – music, promotions, talents, and strategy. Make sure you’re playing the best songs for your target demos. Get the edge back from your competition. Contact John Lund to discuss a timely Program Evaluation of your stations.
Lund Management Memo: Recognizing Excellence
You have some terrific people at your station. How do you recognize their excellence?
1. Describe the action.
Be specific. Tell what was done.
2. State the effect
Describe how it helps; be specific.
3. Thank the employee
Be brief and be sincere.
4. Do it promptly.
It’s OK to do it in front of others.
Planning Your State Broadcast Convention? John Lund’s positive, fast-moving presentation, “The Science of Growing Your Audience,” includes training and coaching guidelines on the basics of attaining higher ratings and more listeners. Topics include the “basics” of radio programming, America’s top formats: who listens and why, tactics to get more listeners, talent coaching, and how to make voice tracking sound live and local. This presentation will be customized and expanded to meet your members’ needs. Email John Lund for availability and info.
Lund Programming Clinic 2019: Ratings Terms & Facts
The spring Nielsen diary and Eastlan surveys begin March 28, which is the start date of the Nielsen April PPM. Last week we detailed four facts about rating methodology that affects all programmers.
#1- One must listen for 5 minutes for credit
#2- Cume = total audience listening
#3- TSL = Time Spent Listening
#4- Adjust Programming to Improve Ratings
This week, #5 and #6.
The average time spent listening to radio for one occasion is just ten minutes. While we can’t always get people to listen longer than that, stations need to work on getting listeners to come back and listen for other occasions in the day.
#5- Increase Number of Listening Occasions
Increasing the number of listening occasions is very important. Programmers have the task of getting those departing listeners to come back after they have left. Promoting ahead is essential. Never go into a commercial break without teasing a listener benefit.
Promoting ahead increases TSL and listening occasions… and should occur often; in fact, several times an hour. Promoting ahead is the #1 Internal Marketing tactic for stations.
Give listeners reasons to stay… every break, every hour, every day. Teasing means increased occasions of listening. While a listener may not be able to listen for an hour of the morning show, they could tune in again at 8:15. Give them a reason. Promoting ahead builds anticipation…and achieves more tune-ins a day.
Give the audience a good reason to tune back in, and make it a specific appointment. TV news always teases before a commercial break. They do it because it works. They really want to keep their viewers…and they work that promote-ahead aggressively.
Radio should be as creative. Teasing is healthy. But don’t say that you are stopping, you’re going away, or going to a break. If you tell listeners you are going away… they will also. Don’t talk about a tune-out with a “Punch Out” line. Instead, make a promise and give them a very strong reason to listen.
But not all listeners are created equal. A handful of your listeners are more important than others.
#6- Program to P1s
The panelists who listen to your station more than all others are called First Preference listeners. While they represent a fraction of all those in your total cumulative audience, they rack up the most listening.
Pareto’s Principle is the 80-20 formula and applies to radio ratings. About 80% of your ratings come from about 20% of your cume. And that 20% of your total audience that produces the most listening are your P1s.
P1s Are Special
P1s have substantially more occasions of listening than most listeners. They simply tune in more and listen longer.
Ratings can be quirky. You see that in Eastlan, in Nielsen diary markets, and in some PPM markets. A lot depends on sampling. In one Midwest Nielsen diary market, over 60% of a station’s target audience for the three-month book listened in the last month.
Next week – the differences of methodology between Nielsen PPM and diary, and Eastlan, and the importance of “FILO.”
Planning Your State Broadcast Convention?
John Lund’s positive, fast-moving presentation, “The Science of Growing Your Audience,” includes training and coaching guidelines on the basics of attaining higher ratings and more listeners. Topics include the “basics” of radio programming, America’s top formats: who listens and why, tactics to get more listeners, talent coaching, and how to make voice tracking sound live and local. This presentation will be customized and expanded to meet your members’ needs. EmailJohn Lund for availability and info.
Lund’s Top 3: No & Low Cost Motivation Tips
Over the years, we have observed and/or developed several low-cost but high-result ways to motivate your staff. Here are the first of our nine favorites:
1. Practice MBWA, “Management by walking around”. Spend ten minutes sticking your head in doors, saying hello, asking if everything is OK, how you can help, etc. It results in employees saying things like “Bob is the first GM that really cares; he doesn’t just sit in his office.” This also serves as your open-door time, allowing you to later close the door and get more done without interruptions.
2. Make your meetings shorter and more focused. “This meeting will continue until the morale improves” is a big problem! Structure your meetings; concentrate on one or two topics. Shorten the content, move it quickly, and let people get back to work.
3. Require sales people to attend remotes, talent appearances and promotions.
They will learn firsthand how well the station draws listeners and who listens. At remotes, they take care of the client so the DJ can do perfect cutaways and meet listeners.
Next week – more No & Low Cost Motivation Tips. Visit www.lundradio.com for more Top 3’s!
Contest and Promotions Guide – Limited Time Half-Price Sale
Get hundreds of audience-building contests for ratings, seasonal times and holiday events, plus other fun programming and sales promotions. This recently updated Guide is packed with great contests designed to boost listening and ratings. Order it here.
For your sales promotions to be successful, your sales staff needs to ask the right questions. This guide covers everything from creation to execution to qualify each sales promotion to ensure the best possible results. We have 200 great sales promotion ideas for your station. The Lund Sales Promotion Guide is also 50% off right now.
Promotion of the Week: IRS Spells Money
Callers must predict the order in which the letters “I,” “R,” and “S” will come up in a prerecorded rotation. Winners get $500 to help pay their taxes (or to spend on themselves if they are expecting a refund). Select how the letters rotate randomly and you will average one winner out of every six callers. Tax day is April 15, but a lot of people are getting their taxes done early.
Are you marketing to General Managers or Program Directors and want to reach the 10,500 readers of the Lund Letter? Email John Lund.
Lund Trend Watch:
When to Post
Each social media platform has its own best times to post overall, but they can vary by region. When plotting your social media strategies and posting times, look into the analytics for the platforms you will be using. Here are some overall posting time guidelines… Facebook posts between noon and 2 PM Wednesday and 1 to 2 PM Thursday get the most exposure. On Instagram, users are active the most Tuesday through Friday from 9 AM to 6 PM. For Twitter, it’s weekdays at noon, 3 PM and 5 to 6 PM. Other things to consider include what your demo is doing at any particular point in time. Posts that show up while people are driving most likely won’t be seen. And don’t post just to post … share engaging content your audience will want to see and may share with their friends.
They’re Not Watching
Most people don’t watch TV commercials. Tobii Pro Insight is an eye-tracking marketing research company. Study participants wear eye-tracking glasses while watching TV but are not asked follow up questions to test retention or opinions. According to the study, 60% of commercial breaks actually go unwatched by TV viewers (the ones that watch live TV). There is up to a 30% swing in attention (from most to least) over the span of the first commercial in a set to the last. However, the later in a show they watch, the more likely they are to watch the commercials: 8% more attention is paid during the fourth commercial break and 15% during the fifth.
50% of all US homes are podcast fans and that’s over 60 million households according to Nielsen’s Homescan panel research. Half of these households are fans of at least one podcast while 22% of all podcast fans consider themselves “avid” fans of podcasting. An Avid fan is defined as those who consider themselves “extremely interested” in a certain genre of podcasts. These podcast fans represent billions of dollars in consumer purchases each year.
There are more than 600,000 podcasts in Apple’s service, about double the number from three years ago. The top ones attract audiences rivaling those of cable-TV shows, but the vast majority reach few listeners and make no money. The median audience for a podcast is about 130 people. About 50-70% of all podcast listening is done via the Apple podcast app and iTunes. Getting featured in the New & Noteworthy section can bring a new entrant a horde of listeners.
Mar 5: Mardi Gras
Mar 10: Daylight Saving Time starts
Mar 17: St. Patrick’s Day
Mar 28: Spring Nielsen diary and Eastlan sweeps begin
Apr 1: April Fool’s Day
Apr 21: Easter
Thanks for reading
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About the Lund Media Group:
For over 20 years, the Lund Media Group has provided programming, music consulting, operational guidance, and research to commercial and public broadcaststations throughout North America and overseas. Whether you program all sports, alltalk, or all music, the Lund Goal is to help stations get more listeners and keep them listening longer. The Lund Consultants are a multi-format custom programming and management consultancy.
Call John Lund for more information about how the Lund Media Group can help your stations achieve more listeners, higher ratings, and more revenue.