The Only Two Elements

Besides the station's agenda (contests, events, etc.) and identifying the songs and artists, there are five basic subject headings for content on the air. These will always work.

1. JOBS

Everyone has a job, wants a job, or has to deal with a spouse's job. And with that job comes all sorts of job-related stuff that you--and the listener--can relate to.

2. ENTERTAINMENT

We're an entertainment-driven nation (Think People magazine, Entertainment Tonight and the "E" Network.) What happened on CSI last night? When does the DVD come out of all the Sopranos episodes? What color Chihuahua does Paris Hilton have in her purse this week?

3. RELATIONSHIPS

Man to woman, parent to child, friend to friend, relationships are the backbone of daily living. There's a reason that women watch Oprah, and you should be reflecting that on the air. (Think it's different for men? Why do you think they watched "Everybody Loves Raymond" or "The Sopranos?") An impersonal show might as well be automated. Even in the most music intensive formats, I want a human being there. If it were only about the music, people would just play their CD's or iPods instead of listening to the radio.

4. "THE BUZZ"

Every day, there's some "buzz" topic that people will be talking about by the coffee machine when they should be working. What is it today? If you DON'T talk about it, you're missing the boat.

5. "THINGS THAT GROW OUT OF THE SHOW"

Personal quirks, behavior patterns and idiosyncrasies become part of the tapestry of the show. "Things that grow out of the show" can't really be planned, exactly, but they can be recognized when they happen (and they will), and cultivated to take advantage of them.

If it doesn't fit under one of these subject headings, DON'T DO IT.

The key to using all of these correctly is to find some way to connect them to the listener's life and interests. If you have questions about your listener, see the Program Director and get the listener in focus NOW.