08 Jul Wednesday, July 3, 2019
This Week in The Lund Letter:
> “U” – the fulfillment factor for your listeners
> The nitty gritty of music scheduling
> Show Prep made easier
> A thinkin’ problem…plus other Trends
Lund Programming Clinic: The “U” Factor
What do listeners expect from your station? Since about 20% of your total cume audience provides about 80% of the quarter hour listening, find out what the core wants, and give it to them! What makes you Unique? Promote this uniqueness to increase usage (tune-in), listening occasions per day, and TSL.
What’s “U?” It’s the major benefit that core listeners derive from the station. “U” is what the station means to him/her, what’s expected, and the biggest attribute of listening.
Find out what the station’s Uniquely valuable qualities are, and promote them. Differentiation is the first step in building a brand. In fact, the strongest brands distinguish themselves from competitors by way of their Uniqueness.
What makes listeners passionate about your station? Make it easy for the core listener to understand what they get when they tune in. Beyond positioning, becoming a destination station requires being Unique and special, and the best station in the listener’s minds. “U” examples:
> Hottest hits
> Hot talk
> Local news fast and first
> The Rock Authority
> Newest music; best music
> Funniest/craziest morning show
The “Unique” factor drives passion, showcases the difference, builds core understanding, and gets those who are loyal to commit to listen more. They know what to expect – and what makes U different. Success hinges on the emotion of a format and station brand. Targeting to the extreme, the station owns a clear-cut format position that is unchallenged.
Be Focused & Targeted
The “U” factor concentrates on the narrow core that best represents the format niche. All Sports or News-Talk stations have this advantage. Oldies, Classic Rock, CHR or Urban stations are also high on the “U” scale since the formats are unique. Promoting what makes your station unique – the U factor – is essential. Enhance your branding and programming; put the U into Unique.
Lund Music Scheduling: Fine Tune Your Music
People come to FM music stations for the… you guessed it… music. So making sure your music scheduling software runs smoothly is essential. This is our third article in the Music Scheduling series. The Lund Consultants offer these tips for better music scheduling:
Stretch your library. Use gold recycling from midday to the next overnight. These are largely exclusive listening periods, and you can vary the actual mix of songs by not recycling currents and recurrents.
Don’t ask for the impossible. Having a scheduling rule that says no male artists back-to-back may sound like a good move for variety, but not if your library is 80% male artists. The same goes for tempo restrictions.
Avoid artist conflicts. Check your spelling and spacing on artist names, as well as solo versus group artists like Niall Horan and One Direction. Also watch for featured artists, like Lil Nas X featuring Billy Ray Cyrus, Bruno Mars featuring Cardi B, etc.