DON'T THROW AWAY YOUR WEEKENDS

Nearly 40% of radio listeners will only listen on the weekends.

That's a pretty big number of people that only hear your station on Saturday and Sunday.

Consistency is key.

Look at any big successful brand. They are consistent in their message, their product and their delivery. No matter where you buy a can of coke, it always tastes and looks the same. Every Starbucks has the same overall look and feel to it, no matter which one you visit.

Don't throw away your weekends with weaker jocks or play just music with sweepers and imaging (if that's not what you do on weekdays).

Have something BIG on Monday morning (grand prize, feature, benchmark, etc). Run promos all weekend to push those people to Monday morning. If you're in a PPM market, imagine what a difference one meter (that may only listen on the weekend) makes if they tune in Monday morning. Every minute and occasion count.

Syndicated shows can really help build you cume. If you run them, schedule music imaging promos within that show to let the listener know what you are all about the rest of the week. Sell your station's benefits.

If your full-time staff doesn't do a live weekend show, have them voice track. Get your morning show to track a "best of" on Saturday mornings recycling the best bits from the previous week. I firmly believe that a TRACKED show with a solid full time jock is far better than a LIVE show with a mediocre jock.

Make weekends as big a priority as Monday through Friday.

PEOPLE LISTEN TO PEOPLE

If you're an on air talent and only doing the bare minimum, (Title, Artist, Time and Temp or TATT) then you are missing a huge opportunity to grow your audience and the occasions that a listener will tune in.

Do more.

Open yourself up to the listener. Connect. Relate. Share. Give them a reason to listen beyond just the music you play.

Your goal should be for the listener to think of you as a friend, not "that person on the radio."

You can't do that by reading liner cards.

In the words of consultant Jaye Albright, "people listen to people. Not radio stations."

So true.

GENUINE COUNTRY RADIO

Recently, I was having a discussion with someone about how country radio's biggest asset is how real and genuine we are (or should be).

I know what genuine means, but I looked it up anyway. Genuine is defined as "not fake or counterfeit, not pretended; sincerely felt or expressed."

Right on!

The problem is, when I listen to country radio all over the United States, I don't hear a lot of genuine radio stations. I hear a lot of stations that play country music, but not a lot of genuine country music stations.

We need to make sure we look at everything on our radio station and be as genuine, real and authentic as we can be.

None of the air talent on your station should sound like “a DJ.” They need to be conversational, talking to the listener, not at them. They need to open themselves up and be real. Look at the success of reality shows on TV. People like watching and getting to know real people. With great personalities and all of our story songs, country radio has a BIG opportunity to be genuine, real and authentic.

When writing and producing your imaging, use real listeners talking about your station and the area you live. No hype. Use language real people use, not “radiosisms.” Look at how many TV commercials you see where real people are “talking about” and endorsing the product. Ford, Apple, Microsoft are all using this strategy and its working.

Whether you are the PD or the air talent, your goal at the end of the day is to make the listener think of you as a friend, not “that person on the radio."

Connect with the listener. Be more than a “DJ." Be a friend and companion.

Who wants to be friends with someone who is fake and contrived?