Tag: station imaging

Industry Views

Monday Memo: WHO ARE You Talking To?

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imWe – inside-the-box – live and breathe radio. Listeners have their hands full just living and breathing. Their day is time crunched and financially challenging, and we want to be its soundtrack.

But listening is free, unlike umpteen other purchase decisions they agonize. So, what’s high stakes to us is low stakes to them. We only matter if we matter, and we’ve never had so much audio competition. Accordingly, this exercise, which has been helpful at stations I work with:

im

Describe the listener your station targets. Then ask other staffers.

— Is everyone profiling the same person?

— Does your programming content address their needs and wants?

— Is station imaging about the station? Or their needs and wants?

— Do commercials offer solutions? Are you missing categories?

Well worth the investment in conference room pizza.

Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. He is the author of “The Local Radio Advantage: Your 4-Week Tune-In Tune-Up” and “Close Like Crazy: Local Direct Leads, Pitches & Specs That Earned the Benjamins” and “Confidential: Negotiation Checklist for Weekend Talk Radio.” Follow HC on Twitter @HollandCooke and connect on LinkedIn

Advice

Monday Memo: RIP Bill Balls

By Editor | by Editor

By Holland Cooke
Consultant

 

BLOCK ISLAND, RI — The 1970s-sounding “Star Wars” type lasers and WHOOSH that still plague sound-alike station imaging now seem as dated as those 1960s TV “Batman” fight-scene graphics: “POW!” And doggedly dodging them all is the Central Casting baritone, shouting or growling-through whatever copy the station sends.

“To stand out, take whatever you think is normal, and do the exact opposite.”

50 years ago, I was an English teacher; and I’ve been assigning reading ever since. And here’s a page-turner that will not only inform your station’s on-air marketing, it may inspire your career.

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