Radio Drops #4: Promote Ahead

A short Radio Drop on promoting ahead. The video runs 1:48.

Watch the video on YouTube: Radio Drops #4: Promote Ahead

Stay a Little Longer, Come Back Later

As a music radio program director, I had two principal tasks. One: keep people listening just a little bit longer. Two: give them a reason to come back later in the day, tomorrow or this weekend.

To keep them a little longer: “We’ve got a contest going on, and you can be the winner in just 10 minutes, so don’t turn off the radio.” “I’ve got a new song by that superstar, and you’re going to hear it in 10 minutes.” “If you’ve got plans for the weekend, you’ll want the latest weather forecast, right after this song.”

To give them a reason to come back, the morning man promotes what’s happening this afternoon, or the afternoon guy promotes something the morning man is doing tomorrow. Everybody promotes the weekend shows, like your countdown show.

Over the years a lot of rock stations ran Two for Tuesdays: two songs in a row by your favorite artist, all day Tuesday. Every time you hear a Rolling Stones song, you’re going to hear another one.

Anything special your station does beyond your regular hour-to-hour formatting, from a countdown show to the church shows you may run on Sunday morning, needs to be promoted. Tell people about this extra special stuff and when it’s on, and invite them back to spend more time with your station.

Twice an hour, I wanted my disc jockeys to give people a reason to keep listening another 10 or 15 minutes. And once an hour, promote something happening in another daypart or on the weekend. Tell people what you’re doing and invite them on back.