Wednesday, October 08, 2008

Ingredients Of A Great Country Radio Station (Part One)

* A powerful, memorable brand.

* Very clear and simple positioning, such as: Today's Country; Country Favorites; Continuous Country; Classic Country; Real Country Variety (pick ONE); etc. The actual highly divisible music balance and flow in every ten minute time period delivers on it, proves it's true.

* Everybody has a fun-sounding, character-building nickname, including the weather personality. No nicknames for news people! Characters are defined by the local, relevant content they briefly convey.

* Two ongoing simultaneous contests which become famous, one to promote TSL (i.e. Double Your Paycheck, Triple Your Pay, Live Life Free, Count the Country Favorites) and one to promote cume (for example, Country Cruiser/Super Stickers, free donuts/coffee at remote location all morning until 9).

* Fewer, if any, 'newscasts.' Instead, lots of service elements - staff meteorologist, traffic reporter. Fresh story selection, avoiding the sense that "the same stories are repeated all morning". A good news teaser that SAYS this clearly: "coming up, stories we've haven't covered yet (headline)..."

What are you hearing right now that you like?

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