You're the PD!!

[radiolover78]

It's time for Radio's favorite new game....
(taken from radiodial on the Houston board)

YOU'RE THE PD!!!

Here's the scenario: a major radio corporation has hired you to take on one of their stations and make it relevant for todays fast paced iPod type world. You have total control on EVERYTHING: programming, hiring, sales, promotions, you name it.

Feel free to post what you would do to have a successful radio station in the nation's largest market. Tell us about who you'd have on the air, what kind of promotions you'd have, how would you market your station, who are your core artists, your demo, your playlists, etc. The possibilties are endless! Have fun!!!

 

[bostonmusicman]

6-9am= Local Morning Show driven on the community.. but not so much talk... but not so much music.. The right balance.. more than 3 or 4 songs an hour.. but also news gossip traffic and guests. Music should be strictly kept to current Top 40... Similar to but not as girl targeted as most Top 40 stations. Do things within the city going to different businesses and profiling them. Promote the rst of the day

9-Noon= News and Talk--- If I were an ABC affil.. Pick up there online news coverage or find somebody to come on and discuss topics suggested by listeners or current news headlines. Involve listener opinion alot and have debate. Local News every 20 minutes.

Noon-1= Commercial Free All Request Lunch Break- Get a jock in and take only requests- No requests=no music. Any song is game. This would get people set to finish out the work day.

1-4= Music... I'd go for a Mixed blend.. with more dance and rock music thrown in. You could also play Mondays-Rock (classic/alt/mod) Tuesday- Todays Hit Music Wednesday-Disco/Dance Thrusday-Country! Friday-WHATEVER You gotta have the right DJ to pull this off though... Involve the listeners and get them on the air... who at home doesn't want to be there? Promote to call in between Noon and 4 Mon-Fri to get yourself on (Frequency) YOUR FM- Your news, your music, your station!

5-7= Essentially- A morning show in the evening drive. News, Gossip, Traffic, Guests, All Request Music. Hit as many demos as possible. Do a half hour commerical free traffic jam music mix where you just play all types.

7-8= Business/The Market-- Some kind of show to draw that demo in

8-830= Pick up news coverage from online or CNN or something profiling the days top stories

830-Midnight= Same deal as in the 1 to 4 slot... Different music on different days. or simply do all request. A young and hip DJ and an experienced wise air personality would mix in this timeslot together. Young and hip and older and experienced bringing you the music and info they know with your input. Focus on the listener and make them want to listen. Drop tickets to all concerts coming around the area.

Overnights= 12a-1a Rerun of the Business Show 1a-3a All Music Automated 3a-6a- All News

Marketing would be strange. Some cool billboards showing the days of the week on a calendar marked off with the specific music to be played on YOUR FM on that day.

Go for all different types of sponsors that appeal everywhere.

Promote.. Variety isn't even the word... We are just like you... No organization.. Doing what you want.. Your FM.

I think it would be different and would attract curious listeners which you could hook with zangy liners and promos.

 

[bueller]

I would program a format that relied more on texture and sound of music rather than genre. The air personalities would have a lot of personal freedom to interact with the listeners and the music, and be tied in to what's going on locally in venues, clubs, lounges and music stores. The daytime format would be a flexible mix of classic and new alternative and credible rock, some soul and local music and even some jazz mixed in. Quality music for people who love music. Then at nights, we move into an urban downtempo sound featuring sophisticated vocals and chilled music, often live to air from the hippest local lounges. Overnights, a free mix of music chosen by the air presenter to soundtrack the city life at that hour. Hire quirky but intelligent DJs. The Nic Harcourt/John Peel/Vin Scelscea types.

 

[Herb999]

In this market rhythmic chr is the way to go. Fit it right between the two urbans hot 97 powr1051 and z100. Focus on rhythmic pop hits, play the Kelly Clarkson or Fort Minor but no guitar rock and no southern slow ghetto hip hop unless it crosses over big time like Ridin from Chamillionare. Play the right gold material that everyone loves, Let's get married, JayZ (Hustler, can i get a), Rich girl, murder she wrote ETC, even play wow cuts like Jump around and juicy. Show that the station is not one dimentional and boring like almost all stations are today by going back and playing 3 gold cuts an hour but also make a statement by playing the hits first by jumping on songs like the new Akon Eminem and Cassie that are sure to be hits with women 18-34. In other words, take advantage of the fact that the PPM is coming and build a station that gets true ratings.

 

[radiolover78]

I would make a gold based adult contemporary format, a lot like the former Sunny 104.5 in Philadelphia, but there would also be 1990s and current product. It would have to be carefully selected though. The focus would be favorites from the 1960s, 1970s, and 1980s, but a select few hits from the 1990s and some current product.

Sample artists:

Diana Ross and the Supremes
The Temptations
Stevie Wonder
Chicago
The Beatles
Neil Diamond
The Carpenters
Barry White
Foreigner
Chris Rice
Hootie and the Blowfish
Celine Deon
Extreme
Savage Garden
Lionel Richie
...and more.

Play a lot of popular soft rock and motown hits from the 1960s and 1970s, then mostly soft 80s tunes, then some of the big AC hits of the 90s and now.

Name of the station: "Sunny XXX.X New York's Favorites".

On Air Schedule

5AM-8AM Jen Ryan (former WSNI jock)
8AM-3PM Donna Rowland (former WSNI jock)
3PM-7PM JT (Jeff Tyson) (former WSNI jock, heard on other stations nationwide)
7PM-12AM Bobby Jay (former CBS FM jock)

Other jocks: Angela Mason (from WOGL in Philly)

This station would be a good replacement for CBS FM and it would also create competition with WLTW. The playlist would have to be carefully selected though. It would also flip to the all Christmas format Thanksgiving Weekend. Even if Lite FM flipped earlier than that, we would stick with the schedule. There would be an ad campaign against Lite FM (say if they flipped Nov. 1) saying like "who wants to hear Christmas music in early November?" etc. Heavy competition. An ad campaign would be key to the success of the station. There would be billboards, TV spots, and you'd see advertising on city buses.

Contests would include cash giveaways, vacations, gift cards, and more.

 

[mikesingh]

Not to beat a dead horse, but...

...if I could, I'd go back in time and change the way the WCBS-FM flip to Jack took place. The flip would still happen, but it'd be slightly different.

I would have given notice of the flip to the staff allowing them to do a big all-day broadcast the day of the change to say their goodbyes and reflect upon their time at CBS-FM. At 4, start the stunting, let that go until 5PM and then intro Jack the way CBS did.

Now, I would have had jocks on our Jack from the get-go. New jocks who would fit the profile and attitude of who/what Jack FM targets (while keeping the Cogan liners of course). I would have the playlist be much less 80s rock-centric but keep it somewhat closer to the playlist of 92.3 Jack FM in Ottawa (which shifted to Classic Hits in Nov. 05) which would play 70s, 80s, 90s and end the playlist around 2000 or so. Keeping more emphasis on the pop hits of the 80s and early-mid 90s. Trying to really keep the "oh, wow!"/ nostalgia factor alive for as long as possible would be a top goal.

In the midst of this, the former CBS-FM might actually stay to listen since the playlist would include some tunes from the oldies format and gain new listeners at the same time who want to hear the pop/rock from when they were younger with much more variety and can't find it on other stations.
-------------------------------------------------------------------------------------------------

Keeping the balance of the playlist would be another big goal. Currently, Jack is heavy on the 80s rock. I think the 80s rock is fine, but not to such a high degree. In another thread, it was said that Brian Thomas isn't really being allowed to program Jack the way he wants. Why he's not is beyond me. One thing is for sure though and that is this... since Brian came on board, Jack has sounded a lot better. More pop/rhythmic songs tossed in for sure. The playlist is still too rock-centric.

Another thing I've noticed is that Amy Scott who does the "Jack FYI" spots has a bigger role in morning drive now. She comes on much more frequently now and sometimes says things which aren't FYI related. This morning she came on and promoted the fact that Jack FM is now streaming online. Then she said "[some artist, i forget] will be starting another bunch of songs in a row after this" then they cut to commercial. I like it that they're adding SOME personality somewhere. Even if it's just one person.

Sorry for the tangent, but I was trying to make some comparisons/comments to my scenario. Still not sure if I accomplished that lol...

 

[fred flintstone]

Dumbest Topic Award

If nothing else, this thread with sort out the radio geeks from people who work in radio.
The premise is: You have a radio station to play with as your own personal toy. What do you want to play?
Pick any station you want and don't worry about the competition.
Duh, I'll play more danz music.
Ah, I play more rock.
Welllll, Lite is making too much money. I change it.

PS: PDs don't have that kind of authority anyone. PDs execute formats. They don't pick them.
Formats are picked based on what management thinks it can sell and how much money it thinks it can make.
I know some of you think it's about programming.
Like you think winning ballgames is more important than selling tickets and media rights.

 

[Herb999]

The fact that I work in radio kinda puts a damper on your rant. So what if the title is you’re the PD, the thread is more or less a chance for us to discuss what we think would work in NYC. I think your attitude is exactly what is wrong with radio. Radio needs to sound fun and with too many people in the business who don't have a true passion for it and don't come across as loving what they do more so than loving money, is why radio is shredding so many listeners. The good people in this business would never trash a thread like this, they would enjoy the entertainment value of it and not focus on silly semantics.

 

[fred flintstone]

The fact that I work in radio kinda puts a damper on your rant. So what if the title is you’re the PD, the thread is more or less a chance for us to discuss what we think would work in NYC. I think your attitude is exactly what is wrong with radio. Radio needs to sound fun and with too many people in the business who don't have a true passion for it and don't come across as loving what they do more so than loving money, is why radio is shredding so many listeners. The good people in this business would never trash a thread like this, they would enjoy the entertainment value of it and not focus on silly semantics.

Working in radio is a job.
OK, radio needs to sound fun (sometimes - not 1010 WINS).
It's a job because you get paid to sound fun even when you're not having fun.

What would work in New York? Work how? Define "work?"
Most fun? That's a hobby station.
Best ratings? A beauty contest.
Make money? Oh, wait! You don't think people should be in it for the money.

If anybody really could predict what will work in radio, real PDs would have job security.

A lot of people on this board think if they played what they want, everybody will listen.
("I like danz music. All my friends like danz music.")
Danz. Oldies. Standards. Rock. Fill in the blank. They have the same discussion on each of the format boards.
If you play what I like and they will come.

 

[Herb999]

Well with where things are going it is quite importaint to pay attention to what the radio geeks here are saying they like, since soon enough they will be the only ones left listening.


This is a business so making money is the most importaint thing. However, if you don't keep focused on the entertainment part of the business you will not make any money.

Over reserched boring stations that broadcast with fear are losing listeners, what made radio so great in the 80's is gone. What we need is management who sells like they do now with a product as good as it was in the 80's.

 

[fred flintstone]

Well with where things are going it is quite importaint to pay attention to what the radio geeks here are saying they like, since soon enough they will be the only ones left listening.

Some interesting research been published lately:
Looks like Blacks and Hispanics will be the only ones left listening.
They are more "loyal" to radio; slower to adopt satellite and Internet radio.
More stations targeting these audience groups (which advertisers do want to buy).

 

[radiolover78]

This is just a fun thread. We don't have to be serious or realistic. Just have some fun.

 

[mkdanz]

If nothing else, this thread with sort out the radio geeks from people who work in radio.

Which are you Fred, and if you're in the business, what do you do? I ask this because to dismiss the view of the radio geek is strange concept, given that those geeks are the customers who choose which stations to listen to, and which sponsors get their business.

 

[hellskitchen85]

Okay I like this topic.

My station would be targeted to the demo 18-34 because they will have money to spend because alot of the demo will be in college.

I would have a Hot AC based because I think the music is the best but with a mix of disco and some dance music. It would be a fun station with contests galore!!!

Also, there would be heavy promotions on TV stations, billboards.

There would be a church service on Sunday morning to go with the Christians and there would be also focus programs on like your health today, New York City based program (all about issues affecting the area) and New Jersey caucus like programs to aim at listeners in North Jersey.

On Saturday, there would be a dance party with Phil Matthews (WSTW/Wilmington, DE) and Kirstin Daly from the same station to encourage the party atmosphere.

The focus of the music would be the 80s, 90s, and today. On Wednesdays, there would be additional 60s and 70s music in there to create variety.The most prominent artist would be Rob Thomas (NYC boy) and other New Yorkers.

My airstaff would be

12-6AM Justin (from WSTW Wilmington, DE)
6AM-10AM Tom Richards (WROZ-Lancaster) and Christine Nagy (Lite FM)
10AM-3PM Michael C. Anthony (WROZ-Lancaster)
3PM-7PM Race Taylor (WPLJ)
7PM-12AM Christine Richie (WPLJ)

 

[John Waywoods]

I would create a radio station that plays what I want. I would hire a "street team" that would make the Soprano crew look like cissys. My crew would go to businesses and rough up managers that were playing the competition. They would then be forced to pay a monthly stipend to not get beat up again.

Individuals on the street would be treated in like manner. Examples would be made trhroughout the boroughs. If ratings ever dip (and I doubt they will) one of the crew would be dealt with. Resignations are not acceptable. Employment at my station is a job for life.

This is legal! Isn't it?
What are you looking at?

 

[fred flintstone]

Which are you Fred, and if you're in the business, what do you do? I ask this because to dismiss the view of the radio geek is strange concept, given that those geeks are the customers who choose which stations to listen to, and which sponsors get their business.

Radio geeks are a small portion of the audience and they are (highly) atypical listeners.
Advertisers are our customers.
Listeners are our product.
Radio stations do audience research to find out what attracts listeners.
We don't need postings and phone calls with complaints, comments and suggestions from people who seem to think they know better how to do our jobs (and clearly don't know what they are talking about).
OK, you think you can program a radio staton better than people who make their living programming radio stations.
I got it.
Now back to our regularly scheduled fantasy exercise.

PS: I have not seen hard data on this but I suspect the kind of person who is a radio geek does not have a lot of money to spend on advertised products.

 

[davideduardo]

Radio geeks are a small portion of the audience and they are (highly) atypical listeners.
Advertisers are our customers.
Listeners are our product.

I think that is wrong. Advertisers pay for our product, which is programming. Listeners are our consumers. we have a bi-model marketing model, a concept introduced by d. Waldo Abbott of the U of Michigan some 60 years ago. Our consumer is not our purchaser.

We provide good programming to reach listeners, and then advertisers pay us to share access to listeners.

Radio stations do audience research to find out what attracts listeners.
We don't need postings and phone calls with complaints, comments and suggestions from people who seem to think they know better how to do our jobs (and clearly don't know what they are talking about).

In a sense, true. But I find that the more I read listener comments, the more I understand listener psychology. While posters may be a very specific group, they display the same conceptions about radio that I find in personal interviews I conduct, although they are a bit more passionate.

OK, you think you can program a radio staton better than people who make their living programming radio stations.
I got it.
Now back to our regularly scheduled fantasy exercise.

Here, we agree. Finally.

This is the same syndrome that makes people with no radio experience by dog radio staitns because they just simply know all the rest of us have been doing it wrong.

 

[mkdanz]

PS: I have not seen hard data on this but I suspect the kind of person who is a radio geek does not have a lot of money to spend on advertised products.

Oh I don't know, I think you'd be hard pressed to find an advertiser who doesn't have an interest in my money

 

[radiolover78]

Fred, you're really taking this thread too seriously.

This "fantasy exercise" is just a fun thread. I know I can't program a radio station, because I have no experience. It's just a fun thread. You really need to lighten up. I know you're right, but let us "radio geeks with no experience" just have some fun.

 

[John Waywoods]

Hold on there, Bobby.

David,
You are correct on many counts. If this was a perfect world all radio stations would exactly reflect the the numbers for the targeted audience in a given market. However, people in management have their own built in prejudices, experiences, and point of view. That said, I have spoken with many GMs that refuse to see what market data has shown.

Let us take take Tampa: many reports showed that Urban and latin market was under-served but most wanted to go after the potentially lucrative AC market. They had 93.3, 94.9, 95.7, 100.7, and 107.3 essentially targeting the same audience. They all failed miserably! Eventually WRBQ 104.7 took the lead as an Adult Top 40 and reached arbs, 12+, in mid teens. Amazing for a market its size. There was NO station playing Dance or Urban on FM dial. I had moved own from New York and I tought I went through a time warp into 1959.

I had discussion after discussion with PDs and Ms about bringing a Power 96 (Miami) styled station to Tampa. Some laughed at me and said that I didn't understand because I was not in the "business". One actually told me that she wanted to do just that but the GM had told her that he was not going to be the man to bring a "n*gg*r-sp*ck station to Tampa because he would be the laughing stock of the Chamber of Commerce.

That, David, happens everywhere and for the same or similar reasons. One last item. Jaor Communications moved into Tampa and changed Oldies Z93 to Power 96 (The Power Pig) as a dance-leaning Top 40 an quickly jumped to the number one slot. Today, the station still exists, with great numbers, as the now legendary 93-3FLZ.

Today, Tampa has Urban Contemporary and Spanish represented on the FM dial. I believe that the increased variety is due to folks at the corporate level that have truly examined the data and have set aside their personal beliefs. Keep in mind that it took years for the changes to occur.

See ya.