Over the years we’ve learned setting a station up for success isn’t hard or complex. In moving forward, the format should be built with a focus on growth. And yes, you can make adjustments along the way.
The right format plan and mindset can create the environment for growth when playing the Nielsen game. The real question to answer is “Are you delivering the most fun and excitement from the listener’s perspective”?
When it comes to any format, the music philosophy should be determined by the local demographic demand and appeal, based upon popularity. Once you find that information, the format should be developed to present the music in a consistent and repeatable pattern. We always also suggest you create a model “targeted listener” profile that the on-air talent can talk to.
When it comes to marketing of the format, all references to the station should be written to present the “Unique Selling Proposition” of the station. All marketing components must deliver the same, consistent message, over and over again.
When it comes to the sound and technology of the station, you must work hard to have the best audio sound in your market. Why? Because you want the locals to notice the music just sounds better on your station.
Promotionally, all contest and promotions, whether they be listener or sales oriented, should be demographically relevant to the life group of the format. Most important, all contesting should be simple and easy to win. As a programming partner to many formats, it is important that you and your on-air talent ensure the format maintains a competitive advantage and continues to exceed the listener’s expectations every day.
Remember, Lyles Media believes in the power of change when ratings are low. We are always looking for incredible stations and companies to partner with. Reach out if that’s you and let’s discuss how to make your station successful. Our job is to help you find peace of mind through success.
For a confidential conversation, call Harry Lyles at (404)403.0091 or email at hlyles@urbanradio.com.
