May 19, 2010

I'm constantly amazed how many PD's complain that the reason ratings are stagnant or down is because "corporate won't give us any marketing money."

Yes, I know. We'd all love to have some marketing bucks.

But I'd ask your P.D. if she is maximizing all the marketing opportunities that are readily available to her?

My number one programming pet peave is not taking advantage of your own cume to send important messages. Making clear your music positioning in a promo that runs 3-5 times a day is not doing it. Break down your primary and secondary positioning elements and blow it out. Run a reach and frequency and tell them how many times they must air a message in a week so it's heard by most of your audience with a frequency of 3-5. Then, they'll hear it. Your station works for advertisers, why not you?