By Walter Sabo
Consultant, Sabo Media
A.K.A. Walter Sterling
Radio Host, “Sterling On Sunday”
Talk Media Network
The persistent liability of most talk stations is that they attract a high percentage of listeners over the age of 65. Consider that many of those older listeners are attracted to radio shows that are talking for companionship and comfort.
There are simple, tested techniques to incorporate in an on-air presentation that will appeal to a younger listener. If put on the air these tips will also enhance a station’s PPM results.
— Bumper music is unnecessary, it makes breaks seem longer. If it is necessary to use bumper music it should have been recorded after the year 2000. 2000 was obviously 23 years ago. A 35-year-old was 12 in 2000.
— Young people are busy with work, kids, life. They are attracted to radio that matches their pace. The shorter the calls, the younger the callers will be. DO NOT thank callers for holding on – that’s a screener’s job. Thank a caller for holding on and you signal that it takes a long time to get on the air. Busy people won’t call to be put on hold!
— The editorial page of any newspaper has the lowest readership. Comics, horoscope, and entertainment have the highest. Quote the editorial page and you’ll wake up grandpa and scare away the new mom. Did you know Taylor Swift has a new boyfriend?
— Everyone is attracted to mirrors of their lives. We engage with people who have similar problems with their kids, in-laws, jobs, money, car. How would you make a friend at a party? Those techniques will work for you on the air. What did your mother tell you about party talk? “Don’t talk about politics or religion, talk about the weather and the shrimp”
— The easiest way to attract younger listeners and repel older listeners is to play music on the weekend. Targeted, researched music that appeals to the exact audience age you covet. WABC features several music shows on the weekend. Sabo Media’s charter clients include “New Jersey 101.5” and “Real Radio Orlando” They air music all weekend, talk all week.
BONUS: Music on the weekend puts a station on concert, movie, music, club, and bar buys!
Just like a music station, a talk station must present a consistent package of entertainment, topics, news stories, music selection, production elements must appeal to your target listener. No wavering.
Above is a picture of two of Sterling On Sunday’s loyal listeners. Steven and Casandra of Burlington, NJ. Steven owns the bakery, Casandra works there and is a junior in college.
Walter Sabo founded Sabo Media to work with innovative media companies such as RKO, SiriusXM Satellite Radio, PARADE magazine, Pegasus, Apollo Advisers and others. He produces and hosts the successful talk show, Sterling On Sunday. Last Sunday the topics included how to know what’s in the custard in donuts.www.waltersterlingshow.com. Walter Sabo can be emailed at walter@sabomedia.com.