Mike McVay on "Continuing Morning News"

The concept of On-Going News is where the radio station recycles from one newscast to another. A story is rewritten to entice the listener to stay tuned for the next report.

Example:

“Yesterday we told you the story of the 3-day-old child in the Detroit hospital that was accidentally dropped down a laundry shoot. Following tests it turns out that the child has suffered some brain damage. Could such a situation happen in our area hospitals? We will look at that story and determine the safeness of our maternity wards in 30 minutes in the 8:00 o’clock report.”

The reason to present On-Going News is to create the perception that your radio station is more than rip & read in content. This is particularly important for the type of radio stations that want to bolster the news image without actually airing longer reports.

Reach Mike McVay at www.mcvaymedia.com or at mcvaymedia@aol.com.