- Satisfy “the friendlies.” TV’s network morning shows make this their specialty. Being cheerful, upbeat with great rapport is a must if you hope to compete with them.
- Welcome “the belongers.” These listeners have very high family values and are sociable. Make them feel welcome, a part of your family.
- Reassure the folks who tend have trouble coping with life. Bring listeners together to tell their personal stories of hardship and work to help solve problems. Social media is a great place to do this and then repurpose the most compelling stories in your on air news packages.
- Shake things up. If the news becomes too warm and fuzzy, some men will find it boring. Crime stories, special reports and interviews with law enforcement and victims on the edgy aspects of life can add important balance.
- Time management. Keep it brief and fast moving. Satisfy the people who want no-frills news.
- Tell the ongoing stories. Don’t make every newscast identical. Even if you get in early and pre-write every one, build in “fresh new facts” on an item from thirty minutes ago. Make your information packages benchmarks for “the longer you listen, the more you know.”
- Weather and traffic ARE news. Present them with the all of the above in mind.
Information is a must for any well-rounded radio station. What makes it work (or not!) is consistently achieving the right balance of all logical and psychological needs of the listener.