| Have you ever considered why people listen to the | | | | community. That means se buys the local paper |
| radio generally and more importantly why? What is it | | | | regularly and likes to be aware of issues that could |
| about radio that makes it such an important part of | | | | affect her family and her lifestyle. |
| every listeners life but at the same time it is not a | | | | If I build a station based on this core listener what |
| very important part of their lives at all? | | | | would this station sound like? |
| I believe radio is intrusive. The word intrusive sounds | | | | I suggest a specific focus on the three pillars of a |
| negative but in terms of radio it could not be more | | | | good local station: |
| positive. The entire reason for the success of the | | | | 1) local/community information, |
| radio industry from it humble beginnings to what it is | | | | 2) news (local and national and global) and, |
| today is the simple fact that radio is intrusive. This is | | | | 3) Music. Generally I would base any long term |
| the secret why radio stations can be a viable | | | | strategy on good local information and entertainment. |
| business and an important asset nationally and locally | | | | Local information |
| in the first place. Without its ability to be intrusive | | | | Our core listener wants to hear local information |
| radio does not and will not work. Sadly, this fact is no | | | | because it may affect her either negatively or |
| longer understood, either forgotten or ignored by | | | | positively. She uses the roads everyday and wants |
| almost every programmer in this country today. | | | | to know if there are any problems that could affect |
| To understand why radio works is to recognise the | | | | her when she goes shopping, dropping the kids at |
| intrusive nature of the medium. How many radios are | | | | school or may affect her partner on his way to or |
| there in a household generally? There is a radio in the | | | | from work. Our core listener likes music and a venue |
| kitchen, there is a radio in the bedroom, there is a | | | | in our area hosts really good acts from the late |
| radio in the sitting room, and there is a radio in the | | | | eighties and nineties. She will go along to these |
| car. There is probably a radio in the bathroom too. | | | | events if she knows they are on and will be a keen |
| Nowadays, you can listen on your PC and on your | | | | listener to interviews or competitions we broadcast |
| phone too. So every household has at least three or | | | | to promote these events. Our core listener likes to |
| four places where the can pick up and listen to a | | | | support charity and like most people will gladly |
| radio station. There was a time and it probably | | | | support events that raise money for these charities. |
| remains the case still that the radio is outnumbered | | | | The local Lions club run a car boot sale every Sunday |
| by just one other electrical item in the household...light | | | | morning with all funds raised going to the local |
| bulbs. | | | | hospice. Our core listener likes to go to these events |
| The ability to listen to a radio station is everywhere | | | | and is comfortable that she is supporting and doing |
| and with the advent of other ways to listen too, | | | | something positive for the local hospice so we |
| radio has become even more intrusive into peoples | | | | promote the event but emphasise the benefit to the |
| lives. So if you try to answer the commonly asked | | | | charity rather than the detail of the event itself other |
| question why do people listen to radio the first simple | | | | than location and time. We are also promoting events |
| answer is that it is intrusive. It is easy to listen to the | | | | that may be of interest to her children. There are |
| radio, its accessible everywhere and it's free. People | | | | many events aimed at children and most would be an |
| do not have to make any big decisions to listen to a | | | | ideal way for our core listeners children to take part |
| radio. If you do not understand or choose to ignore | | | | in so we promote those events and the benefit to |
| this fact your station will never succeed. More | | | | our core listener too. |
| importantly, if you do accept that radio is intrusive. | | | | There is enough information here for me to justify |
| You must include this immutable premise when you | | | | the inclusion of travel news, local entertainment guide |
| try to define why people should listen to your radio | | | | combined with the fact that I would regularly run |
| station as opposed to your competitors. | | | | promotions giving away tickets to shows or nights |
| I believe that very few people in radio today | | | | out in the local area. I would strengthen the radio |
| understand the nature of the medium or understand | | | | station product by developing regular big on air |
| how it really works. They do not understand how | | | | promotions where the station is seen to be entirely |
| intrusive it is which leads to the fact that so many | | | | responsible for organising shows and events in the |
| radio stations struggle to achieve any success at all. | | | | area. These would be scheduled in advance across |
| Smaller radio stations place themselves in vulnerable | | | | the year and would be ongoing. The station would |
| positions simply because they have no understanding | | | | have a family feel and promote events that would |
| of why or how people listen to radio generally. If you | | | | be beneficial to all the family. |
| don't know how people use radio generally, how can | | | | News (local National and global) |
| you implement the second stage of the process, | | | | My core listener is interested in the area and the |
| which is getting people to listen... to your station! | | | | reason I say this is because she is rooted in the area. |
| Let's be positive and work through what would | | | | You do not have to be born and bred in a single |
| happen if a programmer of a station understood fully | | | | community to be interested in it. That is an attribute |
| how intrusive radio is. That programmer would know | | | | that can equally apply to anyone who has settled in |
| that the majority of people in the area have listened | | | | the area too. I'm sure you have heard the saying |
| to a radio station within the last seven days based | | | | 'putting down roots' meaning settling down and living |
| on the fact that recent figures published (Rajar Q4, | | | | in one community. When that happens you become |
| 09) says 46 million adults are tuning into radio | | | | interested and involved in the day to day operation |
| nationally each week. This fact has nothing to do | | | | of that community. Everything from condition of the |
| with him. It is simply because radio is intrusive. The | | | | roads, crime levels, events, schools, local government, |
| issue for the programmer is how does he get people | | | | public services. Of course she is interested in |
| to listen to his station as opposed to any other | | | | everything that is going on nationally and globally too. |
| station broadcasting in his area? | | | | There is enough justification here for me to build a |
| Radio broadcasting either nationally or locally is less | | | | strong local news service on my station and be able |
| complicated that some programmers make out. | | | | to strongly promote my station as the leading |
| There are two basic reasons why people listen to a | | | | provider of local news. I would aim to build my local |
| particular station. They are entertained, informed or a | | | | news product to the extent that my core listener |
| combination of both by the station they listen to. | | | | would rely on the station first to provide her with |
| Everything broadcast must flow from these two | | | | local news first. I would aim to own the number one |
| basic listener desires. All you have to do as a | | | | position in her mind for local news provision. I would |
| programmer is, be certain that you achieve those | | | | also provide national and global news every hour but |
| two things in every thing you do and you will be | | | | would consider the local news provision would always |
| heading in the right direction. | | | | remain the priority at peak times. |
| The core problem with some radio stations is that no | | | | Music |
| thought whatsoever is put in to competing for an | | | | Music on this station is important because it is the |
| audience. I stress the word compete because that is | | | | single most important tool to build a strong identity |
| exactly what you need to do all the time. One vital | | | | and an easy tool to use to capture and keep my |
| thing that local programmers miss is listeners do not | | | | core listener. My aim is simple and that is to be |
| categorise you in the same way as you categorise | | | | certain that my core listener (38 year old female) will |
| your station. You might say that you are a | | | | love (not like) the music I play. I intend the radio |
| community radio station, or an independent local | | | | station to take the number one position in her mind |
| station or a commercial station. Be very clear that | | | | so that when she wants to listen to some good |
| listeners just see you as a radio station and at best a | | | | music she listens to my station first. |
| local radio station. If you want to get them to think | | | | Our core listener is 38 years old and right in the |
| in a certain way about you, you need to tell them | | | | middle of that common but unworkable target of 25 |
| again and again. I refer you to my article on radio | | | | to 55. She was born in 1972 and became interest in |
| station positioning on how you can do this. | | | | music through the eighties and early nineties. The |
| It is my view that programmer and broadcasters, | | | | music from this era format the core of her music |
| particularly in local radio in the UK are complicating | | | | likes and any other forms or eras of music will be |
| things so much that they are in no position to | | | | subconsciously compared to this time in her life. She |
| develop a clear and simple radio product. There are | | | | has heard music from the seventies and likes some |
| two reasons for this, either they don't know how to | | | | of it and is tolerant of the rest of it. She has a liking |
| build a radio product at all or they spent so much | | | | to for the music of the nineties too but has some |
| time just dealing with everyday problems (fire | | | | reservations about it but she loves the big artists and |
| fighting) and spend no time at all on thinking about or | | | | the big hits. |
| developing an overall strategic plan to build that | | | | There is enough justification here for me to build a |
| product. Of course, that is if they even have a | | | | specific music policy that is aimed at getting my core |
| strategic plan at all. | | | | listener to become loyal to the station. My music |
| I know that community radio stations specifically | | | | policy will be represented by a simple statement 'the |
| struggle with cash flow. I know that they are in | | | | music you love'. Two of the words used in this |
| existence only because they rely on volunteers, | | | | positioning statement happen to be the two |
| donations to cover costs and earn what they can by | | | | strongest words in the English language according to |
| selling airtime to keep the station on air. The lot of | | | | those who study these things. 'The music you love' |
| the community radio station is a tough one so | | | | would consist of but not entirely limited to late 70's |
| everything must be done to squeeze the last drop of | | | | 80's and the best of the 90's and would not include |
| revenue to make the station succeed in what are | | | | obscure tracks and certainly not remixes or cover |
| very small transmission areas or crowded market | | | | versions. |
| places. If that is the case it's vital to build a product | | | | So basically I have a station that is tightly focussed |
| that can attract the largest audience possible just to | | | | on a 38 year old female. The station would be |
| survive. The problem is that the audience has to | | | | focussed on 'e local news you need and the music |
| come from somewhere and as most people listen to | | | | you love'. It is now very easy for me to manage any |
| radio anyway, you have to take listeners from | | | | move up or down through the demographic scale at |
| another station. | | | | the appropriate time in the future. However, my |
| I worry about programmers that say they are not | | | | station will not move from that position until I have |
| worried about the competition, they say they are | | | | firmly established a loyal audience within the stated |
| different and what other stations do is not of any | | | | target. Once I have achieved that I can build my |
| concern to them. That may be correct if you have | | | | overall format that will become attractive to both |
| built a wonderful radio product, a large loyal audience | | | | below and above my core audience as my radio |
| and a good station heritage and your station is a | | | | brand becomes trusted. I can also strategically place |
| proven success over time. Very few radio stations | | | | specialist shows that will target specific areas of the |
| can say that and those that do so have been around | | | | demographic if I wish but if you are a programmer |
| for years, well established and did not get there by | | | | you will know that specialist shows need to be |
| chance. They got to where there are by good | | | | chosen carefully too. |
| strategic planning, good targeting and implementation | | | | I am certain that I will never be able to target a 25 |
| of programming focussed on the listener and they | | | | year old and a 55 year old with the same brand |
| have changed their strategic focus on keeping their | | | | (radio station product) and that is why it is ridiculous |
| listener base rather than focussing on building it. | | | | to say my station target audience is 25 to 55, you |
| You do not build a loyal audience by trying to be | | | | simply cannot do it and keep everybody happy all |
| everything to everybody. That is an old and now | | | | the time. |
| defunct theory and is no longer true. The listening | | | | I would hold tight control of my programmes and |
| preference of a 25 year old male is vastly different | | | | presenters and protect my brand rigorously. If any |
| from that of a 50 year old female and you simply | | | | presenter decided to work outside of the target |
| cannot target both all of the time and keep them | | | | audience on their own, they would have to deal with |
| loyal. Of course some community stations target | | | | the consequences. The fact that on community radio |
| different sections of the community like minority | | | | they are volunteers does not matter. They must |
| groups, underprivileged or those from specific faith or | | | | understand and keep to the format regardless. |
| ethnic origin. The fact is they are doing the right thing | | | | However if they understand and wish to build the |
| by defining their target audience in this manner rather | | | | brand with ideas and hard work on air that helps the |
| than by age. What is of real concern is those | | | | station achieve its overall goals they would receive |
| community stations who try to be everything to | | | | every encouragement and help to do so with access |
| everybody all of the time and end up with no clear | | | | to ongoing training and development with a view to |
| identity at all. That is the worst possible scenario | | | | developing their overall career in radio. |
| So what is the solution to this? Well it is simple really. | | | | While some stations consistently perform poorly. |
| You need to specifically define who your listener is. | | | | There is some very successful ones too. Stations of |
| Instead of saying you target 25 to 55, let's say you | | | | all sorts exist now that have to genuinely beat |
| build your radio station output around the fact that | | | | advertisers away with a stick. These are the very |
| your core listener is a 38 year old female. So let's talk | | | | same community or local radio stations that have a |
| about her for a few moments she is right in the | | | | cool, tight and attractive format that is rigorously |
| centre of the 25/55 demographic. | | | | controlled and implemented. The presenters sound |
| What is her life like generally? Well she probably | | | | intelligent, they clearly understand and know their |
| married or has a partner. She probably has children | | | | audience and know how to keep them listening and |
| that go to the local school, her partner works locally | | | | listening for longer. It is no coincidence that the |
| and they have a nice apartment or house (nothing | | | | programmers in these stations do not take any |
| special but adequate). She probably has some | | | | nonsense on air from its presenters and that some |
| disposable income after paying the mortgage but still | | | | investment, thought and planning has gone into |
| has to budget to make ends meet. Her partner | | | | deciding what these stations should sound like and |
| supports the local team and goes to matches from | | | | getting presenters to implement that strategy. |
| time to time. She shops locally for food and has | | | | Guess what... it works. There is clear brand identity |
| spends large sums of money locally on necessary | | | | and you can almost identify the audience the station |
| items like a cooker and washing machine and other | | | | is aimed at just by listening for a short time. I was |
| major household items. She likes to keep the house | | | | offered a very good piece of programming advice |
| and garden nice so she visits the local DIY and | | | | from an eminent broadcaster in Ireland a few years |
| garden centre and spends some of her income there | | | | ago. He said if he heard a station and could identify |
| too. They eat out from time to time and know | | | | its name before he heard a station identification being |
| where the best restaurants are. They have two | | | | played on air then it is also very likely that it was a |
| cars, a decent one they bought second hand and a | | | | clearly focussed station with a loyal audience. If you |
| little runabout she uses to get the kids to the local | | | | are a radio station programmer that is what you |
| school. They can afford to take one holiday a year | | | | should be trying to achieve. |
| and more often than not that holiday is UK based. It | | | | In conclusion, I urge you to recognise the innate |
| is important to note that this 38 year old female is | | | | intrusiveness of radio and what you can do to make |
| rooted in the community too, her family is part of | | | | your station successful by recognising this fact. We |
| the community and as a result she is interested in | | | | know people listen to radio. Your station success is |
| the community in lots of different ways. Her family | | | | based solely on your ability to get them to listen...to |
| have a sense of loyalty to the community too and | | | | you. |
| will be interested in anything that goes on in the | | | | |