Thursday, May 16, 2013

Defining clutter....

All too often, many PDs, particularly at music stations, define clutter as any non-music element.

I beg to differ. Help them understand the difference between clutter and information and service elements -- even contests -- that resonate with your audience.

You want to be their source for the information they need ... in the context of your format.

For example:

* If your audience is primarily soccer Moms, don't you think they would want to know that there is an 80% chance of thunderstorms during little junior's game today?
* If you live in a city where many flock to the beach or a lake on Summer weekends, don't you think they would like to know how bad traffic is along beach/lake routes on a Friday afternoon?
* If your local team is in the NBA finals, even if it's not your core target, something like that takes over a city ... work it into breaks.

The art of programming is reflecting the needs and wants of your audience into the fabric of the format ... IT'S NOT CLUTTER!