For as long as I can remember, radio stations did everything they could to get listeners to listen longer, and to remember their name. So, that when an audience rating company contacted them, they would quickly be able to supply this information.
Radio used contests, promotions, events and big cash prizes to incentivize listeners to tune in and stay listening, with the goal to garner big audience ratings which could be turned into revenue.
Did Radio Miss the Point?
Just about every piece of research I ever saw, showed little impact for many of these rating ploys. Yes, there was a small segment of the listening population that played along, but a much larger percentage of the audience participated vicariously, and not actively.
Why?
Because when a radio station contest, promotion etc. was well executed, it made the listener feel good, engaged and part of the fun.
I’ve learned that people will forget what you said,
people will forget what you did,
but people will never forget how you made them feel.
-Maya Angelou
Things Radio Stations Do
When you scan the radio dial, these are the phrases most stations use to promote themselves.
- 25-minute music sweeps
- More music & less talk
- (City Name) #1 Hit Music Station or #1 Classic Hits Station or #1 Country Station
- Your 10-in-a-row station
And I’m sure you could easily add many more to this list.
But, do any of these kinds of things create a meaningful connection to the listener?
Feeling Things
Great radio stations and personalities, find a place in our hearts, and make us feel things.
- They work every day to make their community a better place to live and raise a family
- They honors moms, dads, aunts, uncles, first responders, teachers, etc.
- Listeners know they will miss something important, if they don’t tune in every day
- Listening is a habit that makes them feel good about themselves
It’s Not About You
Radio stations love to talk about themselves, unfortunately the listener really doesn’t care about all this “chest thumping.”
But when a radio personality or station talks about the things that listeners care about, that gets their attention.
It doesn’t matter what you do
if what you do doesn’t matter.
-John Frost, GoodRatings Strategic Services
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