The Top 10 PD Resolutions for the New Year!
As 2010 starts, here are a few ideas for all programmers to reflect and think on. There are many more, but these are on the top of my list.
By, Gary Berkowitz
www.garyberk.com
1. First and foremost, aircheck your jocks. As our business evolves, and PD’s are busier and multi-tasking more than ever, this art seems to be falling in-between the cracks. There is no better way to build relationships and help jocks sound better than to close your door, turn off the phone, listen to their show, and offer input.
2. Sell the product. I cannot tell you how many stations I listen to and hear them selling everything but their number one product. The music. Promote the quantity, quality, and benefits of listening to your station. Moreover, please remember the power of titles and artists. Listeners always rate this information very high.
3. Do not worry about liners burning out. Let them “Burn-In”. Sure, they need to be updated and freshened but make sure you do not lose the focus in the process.
4. Be involved with the daily editing of the music log. Since music is #1, there is nobody more qualified than the PD to make sure that ever segue, every song and every 15 minute cluster of music is right on target. Constantly look at songs to make sure they are rotating properly. Not only through the dayparts, but the hours as well. Lookout for “vertical rotation” problems. Delegating music editing to a less qualified person could cost valuable rating points. Remember with the music, safe, familiar and smooth always wins.
5. Make sure your station is not dull and boring. Jocks, jingles, sweepers, and promotions give you a great opportunity to keep your station alive and vibrant. Make this week the week to invent some new imaging.
6. Remember, personality is all about “the way you sound”, not in the amount of words you use. Warm, friendly on air people is what AC radio is all about. Keep talk elements to the point, but always make sure they are delivered in a warm manner with a lot of smile and sincerity in the jocks voice.
7. Review and improve your website. Is there a reason for listeners to visit you more than once? Now, with marketing budgets at a premium, is a great time to use this tool to your advantage.
8. Work on technical improvements now. Do not wait for the start of the spring book to work on your audio processing or any other technical issues you may have.
9. Plan ahead. Do not wait until the last minute to plan research, promotions, or marketing programs. We all know the upcoming Arbitron dates. Be ahead of them. If you are planning music testing for the spring book, plan to have it on the air between 3-4 weeks prior to the start. Same goes for my market visits this winter and spring. I am already booking, so please give some thought to when you would like me in the market, so we can schedule them now to get your first choice dates.
10.Review Christmas now. Look back at how the Christmas season went. Take notes for improvements for next year. Make lists of songs you’ll need, and believe it or not, start working now on clock grids, so they are ready next year.
For market availability and a confidential discussion of how together we can improve your ratings performance, call me today. (248) 737-3727 or email gary@garyberk.com. I will reply to you immediately.
