Once you decide what your most-important Value Drivers are, it's important to make selling them a priority on the air.
Does all station self-promotion center around just your ratings contest or money-making remotes/community appearances?
A major portion of your promotional inventory and production creative time should be set aside to remind listeners that you know why they pick your radio station from all the available choices.
If you take them for granted, they may take you for granted too.
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10 months ago