August 11, 2010

I'm a big believer in programming your station every hour of every day. If there is something big going on in town or something everyone is talking about, why isn't the best radio station in town reflecting that on the air?

It could be as simple as being in a losing baseball town when, all of a sudden, they swept the first place team -- and what, no mention of that on your station that is a mirror of your market's interest in lifestyle? That is the day-to-day. I'm also a fan of planning some spontaneity. I had a PD once who was a master of that and it made all the difference in the world.

Ask your PD these questions:

• What are you doing differently this week to make our station better and more compelling than last week?
• How are we reflecting on-air what our listeners are talking about?
• Heat waves
• Back-To-School
• Summer vacations
• Big concerts coming to town
• What special do you have planned for September to make sure people are talking about "What they heard on KXXX"

If you get lots of "mmmmmm," "errrrrrrr," "uhhhhhhh"... tell him to get back to you in 24 hours and you want good answers.