Wednesday, July 17, 2019

Lund Letter

Wednesday, July 17, 2019

 

This Week in The Lund Letter:  
>   Rules governing music… and a new idea for Power Currents
>   Over-prep and avoid clutter
>   Promote your promotions appropriately

>   
Radio and TV revenue up…plus other Trends

Lund Programming Clinic: Rules of Great Programming

rulesgreatprog.jpgWhat do the top stations have in common?  Regardless of format, they are market leaders in audience and revenue.  The pursuit of excellence that they possess is not a secret, although it drives their competitors crazy!

These stations have the most precise music library and scheduling, the top personalities, and the best positioning, marketing, and format execution.  Programmers are challenged to create a station that listeners love, and advertisers want to use the station to sell their products and services.

Today’s Program Director is a Product and Marketing Manager involved in many management and strategic areas.  The PD is a specialist in product development and execution, manages corporate requirements, contributes to the service orientation of the station, and anticipates staff, audience, and client needs.  For FM music stations, one primary focus is music.

Music is to a station like food is to a restaurant.  If a restaurant has poor food, people won’t return even if there is a nice atmosphere, convenient parking, and capable wait staff.  Music must be loved by the target audience and be well researched.  There are rules governing music selection.

Music Rule #1: 

Play the hits.  This is the foundation of music oriented stations.  Most formats don’t allow for playing secondary songs that are less popular or less familiar.  When listeners tune to the station, they expect to hear a hit, not a second-string also-ran.

Thus, the winning radio station plays the best songs for the target audience.  Music is precisely focused to the station’s demographic and core audience.  It complements the overall sound and is specifically scheduled for each daypart.  Music selection is delicately handled.  Stations rely on listener research to perfectly contribute to high tune-in and longer time spent listening.   Playing the best songs works like glue on paper – It acts like adhesion to keep listeners tuned to the station, and gets them to tune back in for many listening occasions. Playing a bad song will drive listeners away.

Music Rule #2:

Play the best songs.  This is far better than playing a wide variety of songs – “the most songs”.  Stations that play a tight list of proven hits achieve higher ratings. Quality is more important than quantity.  While listeners like quantity packages like “12 in a row” and “40 minutes nonstop,” they expect to hear the hits.

Music Rule #3:

Music is why they come.  Hearing the hits is “instant gratification” to the partisan since music is the single most important factor for listeners when choosing a favorite station.

Music Rule #4:

Power Currents.  These are your most liked songs in contemporary music formats like Top 40, Hot AC and Country.  Where does a Power Current go after it drops out of the top 5 currents due to spin count?  Some stations move them back into Medium rotation while others immediately put them in Recurrent status, but there is a problem.  These “Post Powers” are popular and deserve more airplay.

Research says these Post Powers are much more valuable than a normal Medium or Recurrent, and they test far better. Suggestion:  Create a Post Power category with a higher turnover than Recurrents to keep these Post Powers heard – and played often.  Then, in time, move them to Recurrents.

Coming up next week, more Music Rules, including “I don’t know what I like, I like what I know”.  If you have a music rule to share, email me.

What’s Right, What’s Wrong, and How To Fix It

The Lund Programming Evaluation is a work intensive research project that analyzes your stations and formats and outlines enhancements.  What we do…

+   Monitor all area radio stations using websites and streams.

+   Analyze rating software to better understand strengths and opportunities.

+   Conduct a music audit of each station’s playlist, category rotations and clocks within their music software.

+   Conduct air talent reviews and report on how they execute their format and basics.

The Lund team focuses on format, music, ratings, talent performance, on-air presentation, formatics, imaging, and station “uniqueness” (Stationality). Contact John Lund to discuss your challenges and how a Programming Evaluation can benefit your company.

Lund Talent Coaching: Presentation Advice from the Pros, Part II

rossbrittain.jpgWhen you ask America’s top radio personalities about how they prepare for their show, you get great ideas that will benefit every talent.  This week’s guest: This week’s guest: Ross Brittain, former morning host on WOGL and current writer of The Ross Brittain Report on All Access.

1.   Over prep the day before.

2.   Do the things your listeners do.

3.   Make things bigger than they really are.  Use theater of the mind … produce big or overproduce.

4.   Structure your breaks before the mic opens.  Use Post-It notes to remind yourself.

5.   Remember your audience composition when building in features.

6.   Don’t get caught up in “information overload.”  Delegate.

7.   Cluster your commercials correctly and cleanup your talk breaks to avoid clutter.

8.   Speak concisely.  Edit copy or write down important items so you won’t get lost. Use a sense of forward motion to move, or not move, your show.

9.   Edit your calls and your bits. Leave people wanting more.

Invest In Your Career

Are you a talent (personality or news) currently working at a station?  Are you at the start of your career? Radio personalities who systemize their approach to prepping and presenting their shows realize improved performances and higher ratings.  Want to know the benchmarks that listeners like most?  The Lund Consultants coach and develop talents for improved performance and higher ratings.  Contact John to find out how he can assist your performance for higher ratings, better formatics, or career advancement.  John has developed major market and network personalities as well as assisting talents in all markets better serve their listeners.  Email John Lund.  

  
Lund’s Top 3:  Promotion Planning Checklist

  
Top3B.jpgFall Nielsen and Eastlan rating sweeps begin in two months. Do you have all the necessary promotions in place for fall? Use our helpful hints to thoroughly plan each step of every fall promotion:

1.   Create your fall contests and confirm great prizes. Cash is good!

2.   Script the on-air contest execution to assure consistency. Create great winner’s promos. Record winners; voices should sound crisp and perfect. If necessary, rehearse winners to make them sound excited. This is Show Biz!

3.   Tell the world. Email press releases to local TV and newspapers; send follow-up releases to industry trade media. Keep a record or scrapbook of press coverage.

For more Top 3 lists, check out www.lundradio.com.

Amp Up Your Radio Show

personguidecov.pngImprove the planning, presentation and sound of your show.  The Radio Personality Guide has all the tools that radio personalities need to grow and sound better.  This is the #1 best-selling e-book designed for air talents of all formats… and their PDs.  The updated Guide provides hundreds of tools and new ideas to make your show better.  This book with help you grow your audience, connect better with listeners, and sound terrific!

Order the Lund Radio Personality Guide here.


Promotion of the Week: Fall into Fall

fallintofall.jpgCelebrate the first day of fall, September 23, and on remote offer free bungee jumps to the first 23 listeners who show up.  Makes for a great live bit.  Or, listeners must say “I fall for (station name)” to get a free or discounted jump.  Play songs with “fall” in the title.

Do You Need A Great Promotion?

greatpromofall.jpgOur Fall Promotions Guide outlines every programming and sales promotion you’ll need for the months ahead.  Over 100 audience-building promotions, contests, sales promotions and show prep ideas will make your stations sizzle right now and through summer … and help the sales staff lock in new dollars.

Order our Fall Promotions Guide now… Order here.


Lund Trend Watch:


I Take It Everywhere

takeiteverywhere.jpgAccording to Common Sense research, smartphones and other digital devices may be at least partially responsible for the lack of sleep a lot of people suffer… the rest of the blame lies with the user.  Doctors have been warning people about the dangers of blue light coming from these devices and its effect on the body’s sleep cycle for some time now.  And yet, screen time doesn’t stop in the hour before bedtime.  In fact, 68% of teens take their devices to bed with them, and 29% actually sleep with them all night!  The young aren’t the only guilty parties: 70% of teens and 61% of parents check their mobile devices within 30 minutes of falling sleep.  More than a third of teens and a quarter of parents wake up to check their devices for something other than the time.

Traditional Media Hanging On

oldtvandradio.jpgTraditional media is doing better than expected in 2019 according to analysis from Moffett/Nathanson.  In the first half of 2019, radio revenue increased 1%, local TV station revenue went up 1.9% and outdoor was up 6.7%.  Radio industry revenue is now expected to reach $165.5 billion in 2019.  Digital has not grown as much as expected this year.  An earlier forecast of a 22.2% growth rate has been downgraded to 21.5%.

Smart Speaker Shopping

alexaorderbatt.pngIn 2018, 23.6 million people shopped using their smart speakers (in this case, shopping refers to buying, browsing, researching products and/or adding things to a shopping cart).  eMarketer forecasts that the number will increase to 38.0 million in 2021.  Most of the purchases made this year include electronic media: movies or music.


Planning Your State Broadcast Convention?

fullconf.jpgJohn 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 more info.



Next week in the Lund Letter: Familiarity breeds content.


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About Lund Media

jclforLL.pngFor over 20 years, the Lund Media Group has provided programming, music consulting, operational guidance, and research to broadcast stations throughout North America and overseas. With specialists in every format, the Lund Goal is to help stations get more listeners and keep them listening longer.

C
all John Lund for more information about how the Lund Media Group can help your stations achieve more listeners, higher ratings, and more revenue.
Phone: 650-692-7777.
Email john@lundradio.com.

 



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