Getting Younger Listeners To Pay Attention

1. Tight production. Treat the station like a CHR or Hot AC in terms of production value. But, today's contemporary - authentic and organic - not like 80's or 90's Top 40.
2. Music elements. Use contemporary music as backgrounds or as "hooks" for feature stories. Use music beds, when appropriate, but beat beds which distract from the content don't work. Keep it simple, real.
3. Hipness factor. Saying you don't know how to pronounce "Kanye" or "Bieber" says 'you are old.' If you can't pronounce it, don't say it.
   
4. Pop culture references provide context for your content.
5. No "interviews with water commissioners," even in newscasts and public affairs shows. Tell stories, engage. Begin each narrative with "what's in it for me."
6. Less clutter. Stick to commercial limits. Shorten newscasts or eliminate formal "newscasts" and make everything you talk about be a reflection of what's happening right now.
7. Less "traffic report" mentality. More human "news you can use."
8. Faster pacing. Convey a "sense of urgency."

Impediments to younger demo growth:

1. An "old" reputation gets in the way.
2. Prehistoric production values.
3. Hype.

In fact, let's change that headline to "getting ALL listeners to pay attention."