In the PPM world it has become more important than ever to use the basics of AQH maintenance. We share with so many more stations than was assumed in the old diary method. Besides, there's a lot of competition for our listeners.
The idea is to keep the listeners listening and to increase occasions. Not only does it help ratings, it helps develop listener loyalty. A loyal audience is more likely to voluntarily contribute.
I'm consciously looking for those promotable moments. I work at a music station in Boston that specializes in Americana and all the elements that feed into that format. I'm always on the lookout for things that might entice the listeners to stick around or tune back in. There are two items that stood out for today's airshift.
A couple of days ago The Atlantic published an article about Ray LaMontagne. LaMontagne's album, "God Willin' and the Creek Don't Rise was in our Top Ten Albums of 2010. His 2004 release, "Trouble" is featured in an ad for The Travelers." Plus, he now lives in Western Massachusetts. I'll be connecting to the article and fashioning a tease to increase TSL.
I'm also on the mailing list for the World Cafe produced by WXPN. The Wold Cafe will feature Amos Lee today. Amos Lee has a new CD Mission Bell. I'll offer the same treatment with a couple of teases to promote TSL and use vertical promotion for our broadcast of World Cafe which airs on WUMB weeknights at 10pm.
Nothing is forced in either case. I'm working with music already scheduled on our play-list. Both artists are well within our format. Both artists are a draw for our audience. My topical connections will be short and to the point, but still give enough information to draw the listener in. It would be impossible to for me to do this without some advance preparation.
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