PD Resolutions for the New Year
January 26, 2024
By: Gary Berkowitz
Berkowitz Broadcast Consulting
It's a new year and here are a few ideas for all programmers to review. There are many more, but these are on the top of my list.
Aircheck your talent. As PDs are busier and multi-tasking more than ever, this art seems to be falling in-between the cracks all too often. We all want and crave feedback. 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.
Sell the product. I cannot tell you how many stations I listen to and hear 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 very high. They enjoy knowing the names and artists of the music you are playing.
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 focus in the process.
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 every 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. They are easy to see in all music scheduling services. Delegating music editing to a less qualified person could cost valuable rating points. Remember with the music, safe, familiar, and smooth always wins.
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.
Remember, personality is all about the way you sound, not the number 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.
Look at your socials and website. Is there a reason for listeners to visit you more than once? Do you have a loyal listener club? Now is a great time to use this free (often overlooked) marketing tool to your advantage.
Nielsen check. Check to see if your Nielsen SIP is up to date as well as your “Station Name” (if you changed it for Christmas, make sure you change it back).
Work on technical issues 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.
Plan ahead. Do not wait until the last minute to plan research, promotions, or marketing programs. We all know the upcoming Nielsen dates. Be ahead of them. Although it’s late January, most retail stores are only days away from showing and selling spring fashions. Are we that ahead? If you are planning music testing for the spring book, please shoot to have it on the air between 3-4 weeks prior to the book start.
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.
Gary Berkowitz specializes in ratings improvement for AC and Classic Hits radio stations in all size markets. Need help with your radio station? Let's talk. Call me today. Always confidential and no obligation. (248) 737-3727 or firstname.lastname@example.org.
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