Why is radio sinking? Don't blame the new technology, listeners can still enjoy radio podcasting and radio webcast. The problem is listener fatigue. Aside from the talent and signal strength, the weakest link in a good station is the station break. The radio commercial of today along with jingle and sweeper has turned into a sort of alarm or shock. Listeners get angry when jolted out of bed with bells and people screaming. Listeners turn away from loud noise and fast talkers. A good break should bring the listener closer to the radio. Instead; the listener either smashes the radio or turns it off, avoiding the break and missing the entire program. It's like trying to catch a kitten with a fire truck. Even sports and hard rock listeners need a break that they can remember as being a happy, relaxing experience. Instead we have the entire format trashed into a shouting and noise contest; while losing listeners in record numbers. If you expect your station to do better and see radio continue to exist, you should take my advice.
Have the courage to tell advertisers enough is enough. Make new spots if you have to or else have the advertisers do it for you. Take the time to pull the violence out of your sweepers and jingles. Never make your listeners flinch at every break. If you question my advice, you can try it out yourself and find out if this works for your station. Remember, without listeners, you have no money. I know how hard it can be to work in the sales dept. It takes time to build an audience, but trust me, over time you will have more listeners (or viewers) and the money will find you.
You may argue my point, but it would be better to build on it, rather than attack it.
Thank You
Have the courage to tell advertisers enough is enough. Make new spots if you have to or else have the advertisers do it for you. Take the time to pull the violence out of your sweepers and jingles. Never make your listeners flinch at every break. If you question my advice, you can try it out yourself and find out if this works for your station. Remember, without listeners, you have no money. I know how hard it can be to work in the sales dept. It takes time to build an audience, but trust me, over time you will have more listeners (or viewers) and the money will find you.
You may argue my point, but it would be better to build on it, rather than attack it.
Thank You