Why your station is losing the ratings battle

[Robert Biltmore Jennings]

Thought to pass this on? Are your stations winning or losing... Here why:

After all these years, it still applies.........
- Mornings
- Music
- Marketing
You need to win one of the three to have a hope.
Two ticks and you’re likely to be a pretty good station.
Win all three and you are a market leader.
Basic stuff, yes, but it’s amazing how stations , big and small alike don’t bullet proof themselves and end up being vulnerable when under attack. In Australia we have just seen a radio station destroyed because it didn’t protect itself,
So, just how good are you……why not find out, and why not start with Mornings!
These are what could be considered the top ‘’Morning Show Attributes’’
Entertaining Talent. It really does start here.
Great Storytelling. You will find that ‘’ storytelling’’ is a fundamental requirement of a great show. Usually this content comes from the on air talent AND listeners. In 2014 the challenge is finding ways to amplify this content on air and via social media.
Sense of the Day. By this we mean covering off topical issues that listeners need to know about.’’ Here’s 5 things you need to know today” for instance.
Entertaining Benchmarks....you need a couple
Embrace Soap Opera/ Story Arc Radio. On- going episodic content that forces repeat listening and generates talk.
Being Famous for one thing. Most great shows are. What is your show famous for?
Great Preparation and internal systems.
Good at Utilities…..particularly the art of generating forward momentum, getting listeners to listen for another quarter hour, getting them back for another tune-in and bouncing them to social media and back.
Primal. Doing interesting and different things with topicality. Everyone has access to the same content. Do it differently and get talk via social media.
Sense of Fun
News Traffic Weather. We all do it but do you get credit for it. Do you guarantee it?
Broad Appeal /Easy to Explain….this equates to easy for listeners to talk about to non- listeners.
Social media Strategy. Where is it?
Momentum. It’s amazing how fast you can win when you get momentum (ie all the stuff above is being addressed)
One really good approach is to drill down and investigate every attribute. Use any system you like. You could score your station out of 10 for each quality or perhaps look at A for great, B for above average, C for Average and D for unacceptable.
Whatever system you like, just do something. It will be worth your while.
I would like to touch on one of the points above. "Prep values" or show preparation. This obviously varies dramatically depending on many variables…..market size, type of show, resources available etc….. There is some commonality though. Many great shows follow this plan with Talent’ on site 5a to 1p or 2p and 'Producers' unfortunately tending to leave later, often 4p.
Based on a 6-9am on air shift, the stations I work with usually have this kind of daily time table…
5am Arrive
530 Quick 10 min prep meeting
6-9 Present the Show
9am Social Media Meeting (Producers and Social Media Content Directors)
9-930 Talent to grab a break
930-10 Show critique
10-12 Next Day planning. This session also confirms social media priorities for the day….what to amplify on air and via FB/Twitter.....plus on air promos
1pm Plan for next day is confirmed
6pm Optional 5 min conference call
Let's just look at what happens across any given week. Morning Show talent are often pulled in many different directions Talk to your teams, see how many weekly obligations they indeed have.
Protect them where you can
Keep them fresh
Limit their access to sales team
The key meetings they must embrace are medium term planning and simple brainstorming, allowing for a real freewheeling of ideas.
Final Point….the ability to manage talent well is critical. Here are some tips for Content Directors…
Attitude comes first. If they don’t have a good one your first approach must be direct and honest. You must always set the tone of your working relationship with talent.
Daily contact is essential. Your morning show demands time. Be sure you make personal contact with every talent that goes on the air daily.
Profile every talent you deal with. The four different personality styles are:-
Driver; want to win & control
Expressive; want attention & approval
Analytical; want to be right & save face
Amiable; build great relationships but are insecure.
Break the routine. We all get bored with predictable things.
Try holding a session with the presenters at a hot spot in the city. Give them a sense that they’ve got to be out there with the listeners to be able to relate. Talent can become one dimensional because they fall into a boring routine.
Check for competency. Never assume that talent can do what they say. Ask them to show you the evidence so that you are sure they really can perform in this area. IE “Doing show Prep”
If a crisis in your relationship occurs deal with it immediately. First let them put their issues on the table, then present yours. The key point in the discussion is to check each one of their issues for validity. In most cases the crisis is based on feelings of frustration or insecurity. Most of the time they just want to winge and get it off their chest.
Evaluate talent performance on a quarterly basis. Part of the process should be a ‘skill’s audit’. The audit allows both the talent and manager a chance to evaluate their skills as per their job description. Review the audit and look for gaps. These would be areas in which you and talent differ. These are the first areas to focus on. Set your own KPI’s for the Morning Show team. These should include specific social media goals.
Training and education is a daily thing. Condition your talent to understand that you expect them to stay in touch with things that matter. Social Media training for all on air talent is a must.
Have a good talent bank. You should have a back- up for every key talent on your station. Stay in regular contact with talent you feel may have potential for your station. Your weekend morning show is a good starting point.
Give talent tracking and rating figures. Explain them completely. Let them know how they are measured. Again, Facebook, Twitter, website page impressions etc.
Make sure they hear the competition. Nominate the best shows worldwide to listen to.
Use the resources of the group for good ideas.. Talent needs to experience the power of the group by sharing in the success and wisdom. This is all too often missed.
Talent needs to get involved in brainstorm sessions. Get them involved in the creative process.

Now how does YOUR station fare? Yeah, I thought so.

 

[TheBigA]

I'd add signal to your list. The best programming and marketing can't help a 1K AM.

 

[semoochie]

Not to poo-poo this idea at all but with women not tuning in right away and morning audiences fallen to third place, behind afternoons and middays, does this timeslot still have the power to drive the rest of the station?

 

[crainbebo]

Why are they losing the battle? Same songs over and over, stupid morning zoo personalities who talk about farts and burps, and more likely, WAY TOO MANY COMMERCIALS!! What are Jack's ratings in the mornings? With 24-7 automation I would think 96.5 would have a lot of in-car listeners between around 6-8:30AM.

-crainbebo

 

[Blatherwatch]

KZOK wins this one, Sarah and Danny morning show (thought he was slimy in Phoenix, however) but it sells in Seattle.

 

[fordranger797]

KZOK wins this one, Sarah and Danny morning show (thought he was slimy in Phoenix, however) but it sells in Seattle.

Danny's show is pretty entertaining and enjoyable. I like it. If I am correct, I believe Fitz in the Morning used to dominate before Danny and BJ Shea started giving KKWF a run for their money.

 

[AQH]

Why are they losing the battle? Same songs over and over, stupid morning zoo personalities who talk about farts and burps, and more likely, WAY TOO MANY COMMERCIALS!! What are Jack's ratings in the mornings? With 24-7 automation I would think 96.5 would have a lot of in-car listeners between around 6-8:30AM.

Talk about a distorted view of how people really listen to the radio.

 

[Lightingnut]

Talk about a distorted view of how people really listen to the radio.

He is not distorted...you are. You're only motivated by money, and that will kill radio. When profits are more important than the audience, radio will be finished...oops that's already happened. ( I know of many former radio listeners who have given up on the medium, due to the poor content, but mainly the over whelming amount of commercials.) KJAQ is a prime example of greed in the business. They could easily survive and have even higher ratings IF they would cut their spot load in half. But go ahead and flame away, 'cause you know everything about this dying business. You and David Edwardo can quote study after study if you want to show radio is doing well from your Citadel, but that doesn't change how it is on the street to us lowly peasants.

 

[TheBigA]

They could easily survive and have even higher ratings IF they would cut their spot load in half.

OK, no problem. I'll cut the spotload in half if I can send you a monthly bill for $5. How's that for a deal?

The problem today is people want what they want when and how they want it, and they want it for free. It's killing the music business, it's killing newspapers, and it's killing lots of other things. Look, we get it. People hate commercials. They DVR TV shows just to skip commercials. So the TV companies are charging the cable companies for their content. The result is your cable bill goes up. Are you OK with that? The people who work in radio, TV, and music want to get paid just like everyone else. Costs are going up every day. We can't increase the price of our ads, so we run more of them. Sorry, but that's the reality. Find us another less annoying way to make money, and we'll do it.

 

[fordranger797]

I don't understand why so many commercials are essential to the longevity of the station. FM radio stations survived 20-30 years ago when ad spots were shorter, and local advertising made up more of the ad base. I know they need to "keep the lights" on, pay on air talent, and also generate revenue, but are they just being greedy at this stage?

 

[bossbill]

OK, no problem. I'll cut the spotload in half if I can send you a monthly bill for $5. How's that for a deal?

The problem today is people want what they want when and how they want it, and they want it for free. It's killing the music business, it's killing newspapers, and it's killing lots of other things. Look, we get it. People hate commercials. They DVR TV shows just to skip commercials. So the TV companies are charging the cable companies for their content. The result is your cable bill goes up. Are you OK with that? The people who work in radio, TV, and music want to get paid just like everyone else. Costs are going up every day. We can't increase the price of our ads, so we run more of them. Sorry, but that's the reality. Find us another less annoying way to make money, and we'll do it.

It's all true. Most newspapers are unable to generate significant on-line revenues to replace the lost print revenue. When I began in radio some 54 years ago, in a small town, we ran 18 minutes per hour. In today's market, we run a maximum of maybe 11 minutes. If we were sold out,we'd make good money. But that only happens on Friday, and sometimes Thursday. Because the market revenues are finite, cutting our spot load in half would cut our revenues in half. Since or payroll is 50%, we'd have to fire allLightingnut has not made any friends yet
13 employees. But then we'd have no sales staff to sell advertising.

At some point, we as a society will need to realize that there is no free lunch. We either generate revenues from advertising, or subscriptions, or both.

Lightingnut must be excused because of his/her lack of business knowledge. Also I note from his/her profile that "Lightingnut has not made any friends yet".

 

[Blatherwatch]

Lightingnut must be excused because of his/her lack of business knowledge. Also I note from his/her profile that "Lightingnut has not made any friends yet".

so you had to take the low road here?

 

[fordranger797]

Lightingnut must be excused because of his/her lack of business knowledge. Also I note from his/her profile that "Lightingnut has not made any friends yet".

That's rather rude and unprofessional. You could state your opinion on the matter without making comments like that at people who are still learning (myself included). I'll be sure to tune into stations belonging to the MCC cluster next time I make it to Grays Harbour instead.

 

[davideduardo]

That's rather rude and unprofessional. You could state your opinion on the matter without making comments like that at people who are still learning (myself included). I'll be sure to tune into stations belonging to the MCC cluster next time I make it to Grays Harbour instead.

And you, sir, should be thankful that a station owner visits these groups and honestly explains reality.

There are times when it seems more like a person is stubborn and obstinate than "... still learning" when they snap back at every reasoned explanation of the business with accusations of greed and disrespect for the audience.

Remember, Lightingnut is the one who recently posted this response to an attempt to explain radio to him/her/it "Advertising is KING! Audience...who cares about them...their(sic) a bunch of lowly peasants anyway...burn them at the stake for questioning our approach to broadcasting! "

... and that is more of a "wingnut" statement than a "lightingnut" one.

 

[fordranger797]

And you, sir, should be thankful that a station owner visits these groups and honestly explains reality.

There are times when it seems more like a person is stubborn and obstinate than "... still learning" when they snap back at every reasoned explanation of the business with accusations of greed and disrespect for the audience.

I'm happy to hear about the reality. However, it still is a little overboard to respond to someone in that fashion. I thought it was a tad unprofessional to do so when a simple, non combative explanation was all that is required.

Also, please explain to me how I "snapped back" at every reasoned explanation? I merely offered my unprofessional take on the situation and hoped that someone would see it, and provide their opinion.

I don't retract my earlier post.

 

[davideduardo]

Also, please explain to me how I "snapped back" at every reasoned explanation? I merely offered my unprofessional take on the situation and hoped that someone would see it, and provide their opinion.

I wasn't referring to you... I was referring to the posts of Lightingnut and Blatherwatch, which I found to be unduly harsh and thoroughly un-based in reality.

 

[Blatherwatch]

Thats ok Eduardo, I've seen that you're on ignore status with other posters.

 

[AQH]

He is not distorted...you are. You're only motivated by money, and that will kill radio. When profits are more important than the audience, radio will be finished...oops that's already happened. ( I know of many former radio listeners who have given up on the medium, due to the poor content, but mainly the over whelming amount of commercials.) KJAQ is a prime example of greed in the business. They could easily survive and have even higher ratings IF they would cut their spot load in half. But go ahead and flame away, 'cause you know everything about this dying business. You and David Edwardo can quote study after study if you want to show radio is doing well from your Citadel, but that doesn't change how it is on the street to us lowly peasants.

Aaaaah, preach it to me bro.....tell me what's wrong with radio.....I am here to absorb your wisdom......

 

[bossbill]

And you, sir, should be thankful that a station owner visits these groups and honestly explains reality.

There are times when it seems more like a person is stubborn and obstinate than "... still learning" when they snap back at every reasoned explanation of the business with accusations of greed and disrespect for the audience.

Remember, Lightingnut is the one who recently posted this response to an attempt to explain radio to him/her/it "Advertising is KING! Audience...who cares about them...their(sic) a bunch of lowly peasants anyway...burn them at the stake for questioning our approach to broadcasting! "

... and that is more of a "wingnut" statement than a "lightingnut" one.

I do need to apologize for my second sentence "Also I note from his/her profile that "Lightingnut has not made any friends yet".

I do not however modify my other remarks "Lightingnut must be excused because of his/her lack of business knowledge". This is not a derogatory remark, but a reasonable observation based on remarks made. I'm always happy to dialogue with those that have actual real world knowledge of the business I have loved for over 50 years, even to the point of accepting new ideas and learning from them.

My desire to obtain a reasonable return on my significant investment is not greed, and maybe those who think otherwise should sell everything and buy a radio station and find out how it works in the real world.

 

[bossbill]

That's rather rude and unprofessional. You could state your opinion on the matter without making comments like that at people who are still learning (myself included). I'll be sure to tune into stations belonging to the MCC cluster next time I make it to Grays Harbour instead.

When I was still learning, I would visit other radio stations, listen to people with more experience than I, and take away knowledge. Not only do I hope you listen to ALL the local stations when you visit, I hope that you will stop by and allow me to show you my studios on a one-on-one level. I have just invested significant $$$ to add HD to KSWW. We'll be the only HD station in this area. This will not bring me more revenue, but it's something I choose to do. We also are adding HD-2, HD-3, and HD-4, not because we will generate more revenue (because we won't) but because we will offer more programming choices for this rural area. My competition is Morris Communications, Augusta, Georgia. I'm not sure they have the same motivation as I do.