Earlier this week, we ran a post that discussed what it takes to build a radio brand that can win over the long haul. In “Are You Building an HMO or a Radio Brand Built to Last,” we talked about the need to do more than cobble together a safe list, throw in a bunch of liners, and play 10,000 songs commercial-free.
In this week’s “Guest List,” we’re taking a deeper dive into what goes into putting a new radio station on the air in 2016. Veteran programmer John O’Connell has a history with great radio stations, having spent time at WBMX/Boston, as well as signing on The Buzz in West Palm Beach for American Radio Systems back in the ‘90s.
In 2015, John was tapped by Entercom in one of their new markets – Miami – to sign on The Shark, an Alternative station crafted for South Florida. In today’s post, John addresses the process of putting a startup on the air, including the conception, planning, marketing, and of course, execution.
1. Creating a Clear Plan and a Distinct Vision of the Brand
Once you’ve done your research and identified the new format, you need to create a clear plan and have a distinct vision of the brand. Seems simple enough, but when you really sit down and think about it, you need to consider your ultimate goal and that is brand recognition.
Does the name reflect the brand?
Does the imaging convey a clear message that defines the brand for your target audience?
Does the voiceover talent mesh with the image and the sound of the radio station naturally?
And finally, is there a unique and creative sound that sets you apart from other stations in the market?
If you answered “yes” without hesitation, you’re on your way. But if you had to stop and think about any of these, you may need to reevaluate your strategy because this is ultimately how people will perceive your radio station.
2. Staying Off the Radar
Over the years I have been involved in the launch/flip of five radio stations, and each time the biggest challenge was security. There’s the inability to openly work on the project for fear of word leaking out to people at the existing radio station or to the competition.
For nearly all of my sign-ons, I found it best to work outside of the building, use a personal email account, and contact any potential vendors such as voiceover talent and production companies through third parties.
New formats that are created inside of the building are often inadvertently discovered by someone who oversees email, a music scheduler, or imaging copy left on a desk. When that happens, the entire project can be in serious jeopardy. Go stealth!
3. Finding On-Air Talent That Fits Your Brand
Contrary to popular belief, there isn’t a stable of great talent out there waiting for you to launch your radio station. In fact, finding the right talent is becoming harder and harder.
When I went to Emerson College in the early 80’s, radio broadcasting was booming and interest was high. Since that time, the internet has grown exponentially and social media has exploded. This in turn has provided students interested in media with many more career options, and it has also caused the radio talent pool to shrink.
Regardless, there is talent out there but 99% of the time it’s not in front of you. You need to look in smaller markets, in different formats, in all dayparts, and at part-timers who may not be as polished but possess the sound and attitude that best represents your vision sonically.
Also, don’t be afraid to use your contacts in other markets. When evaluating a potential candidate, ask yourself these questions:
Do they listen as well as they speak?
Will they take direction?
Do they live the lifestyle?
Most of all, are they passionate about the format, and do they have the drive to win?
4. Building a Social Media Army
We used to depend on television spots and billboards to get the word out about our new radio stations but those required a marketing budget and not everyone had that kind of money available. Now, social media has given us a new avenue to help spread the word but the toughest part of capitalizing on this medium is building a large fan base quickly.
I have found that having a social media maniac on your team is the best weapon to accomplish this. You must have someone who can create relatable and engaging posts, 1-2 per hour 24/7. Running production and creating live content to promote your social media sites will help significantly. The challenge here is finding that social media pit bull who will start the ball rolling.
5. Turning the Casual Tune-in Into a P-1
It’s a challenge for every radio station but for a new sign-on, you literally have one or two tune-ins to make an impression and change someone’s listening preferences. While it sounds like the odds are against you, it is possible. There are people tuning in and out every minute of the day, which means that every song, break, and piece of production must be compelling.
If you lose a potential P-1 because of a bad first impression, the odds of having them come back are stacked against you. Make every tune-in count so they want to spread the word and tell their friends about you.
Thanks to Seth Resler for putting this week’s “Guest List” together.
More Guest Lists
- Is There “Bedrock” Down There?
- 5 Ways Radio Air Talent Can Build Better Brands
- 5 Ways Radio Broadcasting is Different From Podcasting (From a Podcaster Turned DJ)
- Kevin Gunn: 5 Tips for Writing Great Radio Commercial Copy
- Sheri Lynch: The Top 5 Radio Topics That Get The Phones Ringing
- What Advice Would You Give To Your Young Radio Self? - November 14, 2024
- When Your Radio Station Becomes A Greatest Hits Album - November 13, 2024
- Hey Twitter, Gotta Go - November 12, 2024
sea bass says
O’Connell? The same joker that drove the BUZZ right into the ground despite not having a single competitor? The same guy who got the job because he was friends with the GM and worked really really cheap? THAT O’Connell? OMG. The BUZZ ended up going off the air altogether under O’Connell with NO competition. That’s almost impossible to do. Nice work! How long will this new piece of crap last? I’m giving it 2 years max. Probably less. And Talent: WTF does O’Connell know about Talent? That’s the biggest joke of all. And seriously Fred Jacobs? The biggest snake oil salesman in history is the station consultant? Oh boy, get ready to hear the same 50 songs played over and over and over. This is what Jacob’s and O’Connel calls ‘Talent’: “Another 10 in a row”
Fred Jacobs says
Whew – tough room, Bass. Have a Mai Tai and relax.
Kirk McEwen says
I started in radio in ’84. I’ve had a few PD’s. O’Connell was one of the best. Disgruntlefish must’ve sucked and got fired by Johnny, thus the blazin’ post. Thanks, Sportsguy for reminding me to bring it each and every day. Like Carol Burnett once sang, “I’m so glad we had this time together…” Smile like a shark…
Fred Jacobs says
Great to hear from you, Kirk. I’m sure Johnny will appreciate those kind words.
Anthony Acampora says
Fred… John is a good guy and programmer. The thing is will the ethnic makeup of South Florida allow this station to work. So far, it hasn’t even been able to pull a 2.0 share. I know of two or three formats that would have gotten traction much quicker but obviously hope this is successful for John and Entercom.
Fred Jacobs says
Thanks for the note, Anthony. The Shark is a good-sounding station, and it Entercom will give it the time it will take to succeed. Thanks for checking in.
Christie Banks says
John O is one of the best in the biz! I’m so glad I had the opportunity to work with him and for him here in West Palm Beach! He gets it and Entercom picked the perfect programmer to take the helm.
J.D.SAGE says
Cheers and thanks for the advice John.I am interested as an Indie Artist who needs & wants a certain type of somewhat un-commercial Radio diffusion of my Peppy Social Comment singles so that play in many places to many different audiences.The Internet is now King and it would appear that you need images to sell sound now.I deal more and more with media maniacs online rather than Show hosts,producers and never-too-friendly-and -envious “researchers & Directors”of programming.A true & direct connection to Artists is all-too-rare in the USA- but usually & inevitably better for both Station,Audience & Performer.Best to you,J.D. https://www.jdsage.com
J.D.SAGE says
Sorry,forgot this current Promo-Kit for 2 singles for your information.Best. https://www.jdsage.com/whataboutme.htm
Ian says
That’s a good one right there, I wish you could add more