PROGRAMMING AND PROMOTIONAL PHILOSOPHY

OUR PROGRAMMING AND PROMOTIONAL PHILOSOPHY

While many consultants specialize in morning shows, specific music formats, talent training, etc., we work with the whole station. Every hour of every day your stations are on the air, there is an audience to serve. We are absolutely committed to the super-service and commitment to your local community. We emphasize the benefits of effective local programming. No market is too small not to have a professionally sounding radio station. No market is too large to not have its stations serve the community of license.

The key element in a successful station is the creation of "personality". This does not mean just talk, nor does it mean whoopee and whistles.

It means the projection of a very human figure with which listeners can identify and place their trust. It means a composite "personality" for the station itself...an identity drawn from every element and resource, human and otherwise, that goes into the product.

Seek out the most creative elements of each member of the staff and work with them toward making their unique contribution toward the good of the whole station. Let each member of the staff be encouraged to bring original and creative material to their performance, each being different from the other...but leave no doubt that the station itself is the principal focus. Each format and situation is unique.

	It's all about the listener. Humor and spontaneity have a place at all stations and in all formats.
	Sales personnel should be knowledgeable and conversant about their programming product.
	All departments within the station must move in the same direction and at the same speed when undergoing changes in personnel, format, demographic target, goals, and expectations.
	Every member of the staff, on and off the air, potentially represents the station in public. Policies, guidelines, and acknowledgment of each individual contribution can generate great opportunities and ultimate rewards.
	An brief explanation of "why" things are to be performed in a specific way can encourage and motivate air talent rather than just saying "do it!"
	AQH are ultimately more important than Cume in building a loyal listening core, therefore: a. Recycle at every opportunity to other dayparts b. Fulfill the promises you make in your advertising
	Advertise and promote your product in unconventional ways.
	Have an audience database. Access or mobilize them without depending 100% on listening.
	Develop alternate methods for generating income.
	Use caution when advocating costly research, especially music. People listen to radio in their environment, not in an auditorium or on a phone. Stay familiar, use common sense. Get music input from experienced people you respect. Set the standard, don’t follow the pack.
	In music formats, differentiate between a songs "chart position" and its "sound". What may be good for the record company may not be good for the radio station.
	In talk formats, get into the listeners lives. Offer them something compelling and relevant that they can think about, take action on, or respond to today!
	Make the audience believe that if they tune away, they’ll miss something very cool.