Monday, June 18, 2007
Don't Be Yourself - Be THE AUDIENCE!
How many times have you flipped on the radio and caught the personalities chatting all about THEIR world. What a pain it is when the coffee pot is dirty, the printer is out of ink, Bill doesn't flush, or how they spent their time this weekend hanging out backstage with the stars being pampered. Often you have to wonder if the audience cares at all about the every hassle or activity your personalities are experiencing.
One of the things we will be able to see in analyzing PPM data analysis is that the audience reaction to self indulgence may be even worse than all of us imagined. By tracking listener tune out on the minute by minute data and comparing it to what happened on the air we'll be able to see graphically how damaging these moments are. While we still have to have more time with PPM data to really pull out this kind of analysis we all know in the 'common sense' sector of our brains that it's likely to show up as a key element in tune out. And in a PPM world tune out is directly reflected in the numbers - not just forgotten in a recall game.
While in the studio - protected from the audience by soundproof walls, double pane glass, a transmitter, stl, processing, and a really tall tower it's easy with all the flashing control sliders and computer screens to think that you are the center of the universe.
If that's the thought swirling around your studio its time for a big de-briefing. It might be time to sit down with your air personalities and make sure they know the golden rule - IT'S ALL ABOUT THE AUDIENCE. What are they thinking about, what are they laughing at, and what do they want to know more about? Make that the priority in each break and you will be a star - forget about it and you are just another self centered person behind a mic with some headphones on that thinks they are a big star.
Listen to your breaks all day long - this can easily go on well after the Morning Show has left the studio. Is the content all about ME or is it about the AUDIENCE? While a little of the 'ME' sprinkled in to relate to the AUDIENCE is fine - just remember to keep it in moderation, on topic and planed out. If you just start rambling pretty soon you will forget about the audience and it will all be about you. As you prep for a show look at what your target audience is reading about, following on the web, watching on TV, watching on DVD, going to see at the movies, music they are into, and what news or gossip is in the air today. Make sure your breaks center on those areas and not too much on your personal world.