PD Resolutions For 2011

With the new year just around the corner, here are a few ideas for all programmers to reflect and think on, from radio program consultant Gary Berkowitz:

First and foremost, aircheck your jocks. As our business evolves and PD's are busier and multi-tasking more than ever, this art seems to be falling in-between the cracks. We all want and crave feedback. There is no better way to build relationships and help jocks sound better than to close your door, turn off the phone, listen to their show and offer constructive feedback.

Sell the product. Hard to believe, but many radio stations sell  everything but their number one product...the music. Promote the quantity, quality, and benefits of listening to your station. Moreover, please remember the power of titles and artists. Listeners always rate this very high. They want to know the names and artists of the music you are playing.If you think they know all the titles and artists, please re-think this.

Do not worry about liners burning out. Let them "BURN IN." Sure, they need to be updated and freshened but make sure you do not lose the focus in the process.

Be involved with the daily editing of the music log. Since music is #1, there is nobody more qualified than the PD to make sure that ever segue, every song and every 15 minute cluster of music is right on target. Constantly look at songs to make sure they are rotating properly. Not only through the dayparts, but the hours as well. Lookout for "vertical rotation" problems. Delegating music editing to a less qualified person could cost valuable rating points. Remember with the music, safe, familiar and smooth always wins in AC.

Make sure your station is not dull and boring. Jocks, jingles, sweepers, and promotions give you a great opportunity to keep your station alive and vibrant. Make this week the week to invent some new imaging.

Remember, personality is all about "the way you sound", not in the "amount of words" you use. Take a tip from the PPM markets. Keep talk elements to the point, and always make sure they are delivered with sincerity in the jocks voice.

Review and improve your website. Is there a reason for listeners to visit you more than once? With marketing budgets at a premium, do all you can to maximize this free marketing tool. The competition for web hits is greater than ever. If you do not have a Facebook fan page for the station, get it going asap.Same for Twitter.

Work on technical improvements now. Do not wait for the start of the spring book to work on your audio processing or any other technical issues you may have.Check with the jocks and production people to see if there are technical issues that need repair.

Plan ahead. Do not wait until the last minute to plan research, promotions, or marketing programs. We all know the upcoming Arbitron dates. Be ahead of them. If you are planning music testing for the spring book, plan to have it on the air between 3-4 weeks prior to the books start.

Review Christmas now. While its still fresh in your mind, look back at how this Christmas season went. Take notes for improvements for next year. Make lists of songs you'll need, and believe it or not, start working now on clock grids, so they are ready next year

Gary Berkowitz can be reached at (248) 737-3727