If you're a PD, you know the feeling. You go all-Christmas and within 24 hours you feel it. Everyone is listening. Sure, you get a few complaints, but most people are happy and in the spirit. The station feels alive, and listeners feel good. Then the next thought kicks in: how do we turn all this cume into daily partisans?

It’s not easy. All-Christmas stations attract listeners from across the dial. If you’re an AC station, suddenly you’ve got P1s from Rock, Country, News and formats that normally never touch you.

Every year, this flip brings a rare opportunity: a huge influx of new ears who may not know your regular sound at all. Naturally, stations want to take advantage of that and start planting seeds about what happens after December 25. But that’s where things can go wrong.

People love the build-up to Christmas as much as the day itself. The shopping, decorating, cooking, travel plans and parties are part of the mood they expect from you. When you start talking too early about what you’ll be “after the holidays,” it breaks that mood. It feels like you’re pushing the season out the door, and no one wants that.

That’s why timing is everything. A smart rule: don’t talk about life after Christmas until you’re inside the final ten days. By then, listeners are deep in the season but also starting to think about what comes next. That’s the moment when a gentle, well-phrased message won’t feel out of place.

When you do start introducing it, keep the tone warm and seasonal. Skip the blunt “after the holidays” language and try softer lines like:

“When the lights come down, we’ll take you back to the music you love.”
“Once the season winds down, here’s what we’re all about.”
“As the new year approaches, here’s the sound waiting for you.”

This approach lets you protect the magic listeners came for while still positioning your station for January. Hold the message until the last ten days, say it warmly, and keep Christmas front and center until the end. That’s the best way to turn seasonal visitors into everyday listeners without rushing the season they love. And by the way, Merry Christmas!

Gary Berkowitz is a programming consultant specializing in AC and Classic Hits formats. Reach Gary at gary@garyberk.com or (248) 737-3727. www.garyberk.com 

Editor's Note: The views and opinions of this article do not necessarily reflect those of the MAB. Contact the MAB for information on the MAB's official editorial policy.