Wednesday, October 16, 2019

21 Oct Wednesday, October 16, 2019

This Week in The Lund Letter:  
>   Pointless talk may as well be hairy and smelly
>   Believe in better radio programming
>   Create listener buzz
>   Social beats print… and other Trends

Lund Programming Clinic: Cut the Chatter

Meaningless talk is the 800 pound gorilla in the room whether you have PPM metered ratings or traditional diary/phone recall surveying.  Almost all radio listeners tune in for either music, talk programming, or specific information like weather, traffic, sports or news. Some view commercials as an annoyance, yet they know (and we surely do) that commercials pay the bill.

The original guidance of radio pioneers like Bill Drake still holds: say it quick, sell it well, and play the hits.  As most US and Canadian markets are in the midst of ratings sweeps, here are five places to surgically remove excess talk:

Crutch phrases are a huge time killer, and they rarely add to the presentation.  Remove things like “hump day” – “I’ll be here till 2PM” – “and more” (after a list) – “if there’s something you want to hear, call me” (especially bad on voice tracks) – “I’ll be right back” (before commercials or news, it signals a reason to tune out).

Weather phrases are often repetitive.  If the weather is the same for two days, say “Clear skies through tomorrow” and save time.  Watch for the “currently” word trap and needless locations for temperatures (“at our Skelly Drive studios”).

Teases are a great tool for stretching time spent listening, but make them meaningful.  A list of artist names is not a tease; it’s only a boring list so detailed that no one retains any of the items.  Make the listener “want” what you have coming up via your word choice.

Edit liner and promo cards to the shortest length possible – seconds count. Rotate sponsors and details if necessary.  Don’t let your contest promo card run people away!

Hollywood news should be relevant to your audience, not just the DJ’s personal interests.  Edit this content and hold the list to only a few items.

Fall Tune-Up

Your format and execution can sound better – as a result…more listeners, longer listening spans, and higher ratings.  The Lund team can provide you a cost-efficient evaluation of your station.  We take these steps to derive your best plan of action:

>   Music:  We review your music library, clocks and rotations within your music software, and we conduct a music audit of key competitors.

>   Talent Coaching:  We aircheck your talents and produce coaching reviews.  These focus on format, music, talent performance, energy, formatics, imaging, and station “uniqueness” (Stationality).

>   Action Plan: You receive a comprehensive report, executive summary and Plan of Action.

This Lund Strategic Programming Evaluation provides you with a detailed road map to increased audience.  Contact John Lund for more info!

The Programmer’s Creed: John Lund Administers the Oath of Office

Judge for yourself – and take the pledge:

As a Program Director, I believe in a winning attitude. I do not accept an “It’s OK to be number three or four” mentality. I always shoot for number one, and expect my airstaff to do the same!

I believe in well produced, “colorized” sounding radio stations– ones that sound exciting and are in touch with their listeners.

I believe in market research.  There are many ways to research a market for little or no cost.  However, research should be used to guide the station, not run the station.

I hold “brainstorming” meetings with my staff.

I work in the mindset that radio is a business.

I have an open door policy with all members of the sales team.  This is where the income of the station comes into play.  They need to feel comfortable with the product that they are selling.

I feel that it is important to go on sales calls.  This gives me the opportunity to explain the programming to clients or prospects that may have questions, as well as learning how the station’s sales reps exemplify the station.

I believe in owning the streets; you can’t win without street buzz.

Making the station sound as unique and fresh as possible will be a never-ending part of my position.

Promotions are continuous and sound unique; they are not the same tired promotions heard everywhere else.

The programming staff communicates.  Listening to suggestions is extremely beneficial because someone may have an excellent idea for the growth of the station.

Individualism is essential. Each market varies, no matter how big or small, and each market has its own needs.

Lund’s Top 3:  Enticing Listeners
  
Increase cume adding new and returning listeners:

1.   Email potential listeners; ask them to listen for two days or two weeks to win a contest.

2.   Accompany every prize with a signed “thank you” note; ask winners to listen more.

3.   Create audience awareness with imaginative remotes; be visible everywhere.

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

Promotion of the Week: 20 Questions

Similar to the game of the same name, listener gets 60 seconds to ask yes/no questions and figure out what person/place/thing the talent is thinking of that morning.  If the answer is not discovered in those 60 seconds, let another person try!

Great Sales Promotions 

Boost your billing with creative sales promotions.  The Sales Promotion Guide details hundreds of money-making Sales Promotions with new ways to make extra billing.  The Guide details proven radio sales promotions geared to all kinds of retailers – including auto dealers and furniture stores.  And there are sales promotions for remotes and charity events.

Find new ways to lock in annuals.  Get sales promotion ideas for stations in any size market, and even prospects with small budgets.  Order now and receive our Fall Promotions Guide for free.

Lund Trend Watch:

Streaming By The Numbers

From 2015 to 2019, the number of monthly audio streaming listeners increased 54%.  From 2017 to 2019, the increase was a mere 13%. According to Nielsen Scarborough, streaming audio includes broadcast station streams, internet radio stations and streaming music services.  There are approximately 135 million monthly streaming audio listeners (189 million according to Edison Research).  Digital audio listeners are mostly below the age of 45, with 56% between the ages of 21-44 with a median age of 41.  Streaming audio listeners run similarly to the total population when it comes to gender: 51% are female.

Social Media: A Global Monster

Media agency Zenith’s Advertising Expenditure Forecast predicts social media ad spending will increase 20% this year to $84 billion.  Newspaper and magazine ad spending is expected to fall 6% to $69 billion.  This is the first time social media ad spend will beat print on a global scale.  Social media ad spending falls in third place (13%) after the top two worldwide ad platforms: TV (29%) and paid search (17%).

A Brick-And-Mortar Holiday

Holiday spending is forecast to increase by 4.9% from last year for a total of $832.3 billion, according to the results of the Holiday Shopping Intentions Survey by the International Council of Shopping Centers (ICSC).  90% of US adults plan to shop in-store for gifts and related goods; 97% of holiday shoppers will shop with a retailer that has a physical presence.  The average adult will spend $683 on holiday-related items.  86% plan to do their shopping between Thanksgiving and Christmas.

Refresh Your Station Sound!

Your listeners want variety – not unlike the music that’s played.  Refresh your imaging liners today.  Get 200 creatively written imaging liners.  Order now by clicking here.  For music stations order here, and for News-Talk order here.


Next week in the Lund Letter: Creating a compelling morning show.

Thanks for reading
The Lund Letter
We welcome your comments.  Email John Lund.

About Lund Media

Lund Media is a radio programming and broadcast consulting and research firm that assists radio and television stations throughout the U.S., Canada, the Caribbean, and worldwide for American Forces Radio and Television, a division of the Defense Dept.  The Lund Mission is to assist the broadcast industry with hands-on programming, talent development, music guidance, marketing and promotion, news formatics, and research to help stations achieve their revenue and ratings goals.  For over 25 years, the Lund team has provided consulting and research to radio stations (all formats), TV stations and broadcast networks.  With specialists in every radio format, the Lund Goal is to help stations attract a larger audience and keep them listening/viewing longer.   President John Lund is a frequent speaker at state and national broadcast conventions and is available to present his “Science of Radio Programming” workshop seminar to your organization.

The Lund Media staff has written over three dozen books and guides on radio programming, marketing, and news.  Over 10,000 subscribers opt-in to receive Lund Media’s weekly newsletter, The Lundletter, the most-read independent radio programming and management newsletter in the US.

Call 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.