The Most Employable Program Director

I want to throw up every time I read a quote from a program director supposedly being promoted who talks about the station brand.

Screw the station brand.

That’s how the people who ruined the radio industry talk.

Let’s focus on listeners.

Not P-1s or any other faceless, nameless listener.

Fans.

People who love your station or could fall in love with it.

So, you should take a seat at the table at my upcoming Radio Solutions Lab.

It’s a powerful look ahead at audience preferences that have changed while the radio industry is busy doing more consolidation that has never worked.

Our group is made up of independent radio people who can and want to be the best.

So we’ll talk about how the morning show needs to change now – 18-34’s are outta here if not.  

How there are ways to deal with commercial clutter that is turning off listeners and killing TSL.  Ignoring it will only makes listeners go away.  Not the problem.

I am going to explain in detail how to do a promotion that pays down college loans – one that doesn’t sound like corporate radio and one that no manager in her right mind would turn down. 

And a way to pay for it.

Do me a favor and ask some listeners what they love about your station and then what they hate.

Do you know?  Can you back it with evidence?

I promise you, what they love is on our list of topics and we have solutions for what they hate about your station.

Philly.  April 5th.   Join in and keep up.

Reserve a seat

A partial sampling of topics …

End Advertiser Churn
Stop Rate Competitive Rate Cutting
5 Keys to Millennials
Eliminate Listeners 3 Big Objections to Radio
Significant Increase Time Spent Listening
Up to $500,000 a Year Making Short Form Video
All Podcasting All the Time But On Radio
The Morning Show Listeners Now Want

Learn more

7 weeks and counting until the 2017 Media Solutions Lab

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Entercom’s $25 Million Layoff

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Unlock these full articles …

            David Field

            What Happens Now to CBS News & Sports

            How Entercom Got CBS Radio

            The CBS IPO Delay

            CBS/Radiate Traffic Deal

            Miller Kaplangate

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Morning Show Listeners Restless for Change

Their lifestyle and preference are changing and they want morning shows to reflect their needs.

They want a more significant role for women in the morning drive.

This is in conflict with radio groups that are cutting expenses and either reducing the morning teams or promoting second tier talent to replace more expensive stars.

In-demo listeners appear to want a woman lead in the mornings.  But what is surprising is what they want as a supporting cast.  We’ll be addressing this at our conference – less than two months from today.

Listeners don’t want or need the services that morning shows have embraced for decades because their phones now provide those services on-demand.

Yet, there is a list of things that they want if they are going to continue listening to their favorite radio morning show.

5 things to be exact. 

Responding to these 5 things will make all the difference to morning shows.

Surprising new evidence about news.

Those music star interviews are showing a decline.  We can now track station ratings that have access to recording stars that are losing ratings hand over first.

To what?

To morning shows that most programmers – not all, but most – can’t believe an audience would want.

Not even comedy in the morning is untouched by changing audience attitudes.

That’s why we’re going to present the information and discuss the best options before stations see more audience erosion in the time period they can least afford it.

As mornings go, so goes the station – and the station’s revenue.

Check your calendar, reserve a seat and join this critical discussion.

Learn more

Reserve a seat

Inquire about group rates  (50% off everyone in your station’s group).

Other compelling topics we will cover:

How To Get More Advertisers To Re-Up
How To Shut Down Rate Cutters
The 5 Keys To Millennial Listeners
Explained:  The Killer “Pay Down College Loan” Promotion (And How to Get Your Advertisers To Pay For It)
Reducing Commercial Clutter Without Cutting Spot Load (3 New Ideas)
Revealed:  Feed Attention Deficit for Longer Listening
Add $100-500,000 a Year Making Short-Form Videos
Save AM By Going All Podcasting All the Time
What Listeners Now Want From Morning Shows

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David Field

Subscribers get INSTANT ACCESS here.

Become a NEW SUBSCRIBER and begin with David Field here.

Unlock these full articles …

            What Happens Now to CBS News & Sports

            How Entercom Got CBS Radio

            The CBS IPO Delay

            CBS/Radiate Traffic Deal

            Miller Kaplangate

            The Cumulus Re-fi

Your new subscription includes access to every article for the past year and 3,555 in our archive like these (scroll through/latest first). Everything.

For 27 cents a day, join the thousands of members who read Inside Music Media -- insightful, deadly honest and informative.

Inside Music Media contains no advertising. Accepts no corporate money or consideration. And is beholden only to subscribers who appreciate it so much that they pay for it. I work for you.

REPORT NEWS anonymously using our Witness Protection Program here.

Both Music Discovery and Ratings added to the 2017 Media Solutions Lab – details here

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Both Music Discovery and Ratings

86 million Millennials want music discovery.

Radio wants the ratings that come from playing the same songs over and over again in high rotation.

Millennials who are between the ages of 19 and 35, don’t like to listen to the same song all the way through.

Radio still thinks if you play the safe “popular” hits, even Millennials will stay tuned.

Radio winds up unnecessarily losing audience with a strategy that is this much out of sync with the audience every music station must have.

In my generational media work that started when I was a professor at the University of Southern California, the answer became evident to give the next generation of music radio listeners the music discovery they consider mandatory while not losing radio ratings to unfamiliar new music.

There is no radio station doing what the evidence strongly suggests.

And the reason is that stations would have to disrupt what they do on the air in a way even more radical than when Top 40 came on the scene to redefine radio at the start of the television generation.

Yet stations can do the same thing today.

Redefine what a music station is.

Watch Millennials fall into place.

For example:

  • How to add two-thirds more music discovery to a winning hit mix.  That’s not a misprint – it’s two-thirds music discovery to one-third repetitive hits presented in a special new way.
  • And without losing PPM ratings – in fact, probably gaining share.
  • How far should a radio station go in selecting the songs for music discovery.
  • And, most importantly!  How to fit it all into each format hour.

That’s what I am going to show you at my upcoming Media Solutions Lab in Philadelphia.

This is important enough to add to the agenda because streaming music services are taking their toll on radio audience and in the case of Pandora, local ad dollars as well.

Apple Music added 20 million paid subscribers in about a year.  Spotify reported 40 million paid subscribers last September.

They’re growing.  Radio is losing prime audience to streaming music services and other digital options.

But Spotify and Pandora can’t do radio the way we’re going to show you.

Here’s the Agenda:

Wednesday, April 5, 2017

8:00 am         Registration / Complimentary Breakfast

9:00 am          Strategies to End Rampant Rate Cutting
                        Rebuilding Eroding Radio Audiences
                        The Morning Show of the Future
                        Eliminating the 3 Biggest Listener Objections to Radio
                       

10:30 am       Break/Complimentary Snacks and Refreshments

10:45 am        Longer Listening
                        Dealing with Too Many Commercials
                        How to Program to Shorter Attention Spans
                        Digital That Makes Money
                       

12 Noon        Complimentary Lunch

1:00 pm         Better Options for AM Radio
                       Podcasting – Yes or No!
                       
2:30 pm         Break/Complimentary Snacks and Refreshments

2:45 pm         Jerry Lee’s Presentation: Reducing High Advertising Churn
                       Morley Winograd:  Attracting Millennial Listeners

3:30 pm         Audience Q & A

4:00 pm         Conference Concludes

Here are the program details:

  1. Reducing High Advertiser Churn – The proven program MoreFM, Philadelphia Chairman Jerry Lee uses to keep advertisers renewing at high rates and premium prices.
  2. Strategies to End Rampant Rate Cutting – How to take back control of the media buy from large consolidators or underachievers who are willing to drop rates, add costly promotions and flood the buy with bonuses.
  3. Attracting Millennial Listeners – A list of compelling content that is like catnip to 18-34 year old Millennials.  Presentation by Morley Winograd, author of Millennial Makeover and other books on this generation.
  4. Rebuilding Eroding Radio Audiences – Take notes on things like changing the way you hire air talent, how they talk to listeners in the age of digital and social media and making today’s radio not sound like yesterday’s.
  5. The Morning Show of the Future – The prototype of the new “morning man”.  A more authentic way to do premium-priced commercials.  A must-have feature more addictive than traffic or weather.  The one thing every station leaves out of mornings that in-demo listeners really want. 
  6. Eliminating the 3 Biggest Listener Objections to Radio – How to fix too many commercials, outdated morning shows and ending repetition that turns listeners off.
  7. Longer Listening – With TSL down every year since 1990, commercial-free music sweeps will no longer keep them tuned in.  It’s this, instead.
  8. Dealing with Too Many Commercials – New thinking on how to schedule all those shorter spots stations are running.  The answer to where is the best place in the hour to schedule them (PPM and non-PPM strategies).
  9. What Cinches a Buy Faster Than Even Bonus Spots – Blow bottom feeding competitors out of the water when they offer tons of bonus spots to buyers and you offer this.
  10. How to Program to Shorter Attention Spans – The cure for the epidemic of listeners who won’t listen to a song all the way through --- even one that they love.
  11. Digital That Makes Money – Why you should eliminate the expense and effort of doing social, web and app digital projects when this one, very inexpensive approach can start producing big bucks in months – I’ll show you teens that make more money from this approach than entire radio stations.  If they can do it, you can do it!
  12. Creating Fresh, New Formats – Is radio all out of mass appeal formats?  Not if you choose the innovative, new spoken word and music formats from this list.
  13. Great New Options for AM Radio -- I’ll bet you if you put this megaton promotion on an AM station along with this format, even a Millennial will find it and stay tuned.  And what if I show you how you can pay for it and profit by selling it to a handful of advertisers? 
  14. What to Do About Podcasting – The #1 podcast in the iTunes Store is an on-air radio show.  What we’re learning about what works and what doesn’t and the future of podcasting in radio’s revenue future.

Reserve a seat

Inquire about group rates here

If you’d like to stay nearby, review these locations and prices here.

Look through our program, brochure here.

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