2 reasons brokered hosts cancel?
2 ways to save the business, and pump-up tune-in (and digital)…
Weekend ask-the-experts shows CAN be a gold mine, and pay-for-play hours CAN be solid, habit-forming radio.
Too bad too few stations accomplish both.
Listen to what-passes-for Saturday/Sunday programming — on some otherwise-respectable stations, some in big markets – and you’ll hear why weekend ratings stink, and why subsidized hosts come and go, and stations lose credibility, familiarity, and (forgive me) “stationality.”
You might not expect to hear this from the consultant, but “brokered” is not a four-letter word.
Listeners understand that programming is sponsored.
It matters less whether it’s sponsored by the minute or by the hour than whether it’s interesting.
“There is no such thing as an attention span. This whole idea of an attention span is, I think, a misnomer. People have an infinite attention span if you are entertaining them.”
So one of the things I do for client stations is aircheck reviews with weekend warriors.
Heck, in some markets where I don’t even have a client station, I’m working directly with pay-for-play talent, delivering the coaching their short-sighted stations don’t.
I’m selling real estate agents a dang $299 E-book – soup-to-nuts on-air + online strategy + tactics — which, if implemented, can multiply leads they harvest from their radio investment.
But even a well-tweaked show won’t ROI for the client if not enough people hear it.
And that’s how many — maybe most — Talk stations disappoint pay-for-play hosts, and invite churn.
Read: In a meaty November HC newsletter, a fix SO-obvious, SO-in-tune-with modern media consumption, that you’re probably overlooking it.
Oh, and this quick-fix costs NOTHING.