Over the years, we’ve learned winning isn’t easy, but it’s also not brain surgery. And yes, brain surgeons are relieved they are not in the radio programming business, but that’s another column for another day.
If your radio station isn’t winning it is because it isn’t set up to win and mistakes get in the way causing audience loss. Black or Rhythmic formats win by exceeding the listeners’ expectations. It’s a simple formula. Stay away from programming confusion. Avoid it at all cost.
Winning Black and Rhythmic radio stations should focus programming on delivering the best content from the listener perspective. The listener knows what they want. Winning formats maintain a listener-oriented competitive edge and advantage and continue day after day to exceed the listener expectations.
Any format and especially Black stations can’t be all things to all people. Trying to satisfy everyone makes you special to no one. You should create something distinctive, uniquely yours, that gets liked and noticed and makes the locals talk. Be famous for something, promote vigorously and score with the locals.
When it comes to formats, Gospel belongs on Gospel, Hip Hop belongs on Hip Hop, R&B belongs on R&B and Talk belongs on Talk. When you mix a music-driven station with a talk format in afternoon drive you are causing listener confusion. Are you music or are you talk? You’ve created a split personality radio station, ignoring the listener expectation.
Black talk belongs on Black talk stations. Stay away from impeding your growth as some are doing. That’s not how it works. Today’s radio is a specialized game where you must stand out from the rest if ratings and revenue matter.
Radio is war, more so today than ever. In many markets, to win the war means taking no risk at all. The job is to make sure all the elements of the radio station’s strategic approach are in place and connected as they should be with a disciplined approach to the goals. Black radio does a great deal of sharing with many formats. You can’t afford to take risks in any area and especially music and talent. If the radio programming isn’t laser targeted, station issues will happen and vulnerabilities will appear.
In programming the best people to identify and solve issues or problems are the one who are closest to the work. It begins with YOU!
We are always looking for incredible broadcasters to partner with who are serious about winning. Reach out if that’s you at (404)403.0091. Come join our list of winners, making money. There is no better feeling on a station management level than seeing a winning station grow and make money when all the station pieces are in the right place in every daypart.
