There are many common misconceptions in the radio industry on the different factors that play a role in the success of a station.
In a recent article posted by the Randy Lane Company, they addressed some of the most widely believed myths among radio stations across Canada, the US and Mexico on what contributes to the success of a station.
Although these myths may still be relevant when applied to radio stations outside of the Americas, it is important to remember that these myths were the outcome of studies carried out on radio in the US, Canada and Mexica and are not necessarily as relevant, or have as big an impact, to radio stations across other continents.
These are some of the most widely believed myths on what can effect a radio station’s popularity and ratings.
The Show Must be Live.
Truth: A vast majority of successful local and national radio shows include some — if not all — pre-production. Particularly with today’s short attention span, audiences prefer content with the fat and dead spots edited out. Consider the growing rise in popularity of podcasts so much so that they are becoming a growing part of your future. None of those are live.
Giveaways Drive Listenership.
Truth: Unless it is a prize that money cannot buy — like a chance to meet Beyoncé — most listeners do not go out of their way for random entry contests. However, a show that offers some sort of interactive game, like the long running Secret Sound, or a show which encourages listeners to call up and share their own past experiences or opinions on a certain topic, generally get a strong reaction and interest.
Service Elements are Crucial.
Truth: Despite it being a nice touch for a radio station to give updates on time, temperature, weather and traffic, unfortunately in this modern world – there’s an app for that. These updates can waste precious seconds of your listener’s time with information they already have.
More Music – or — More Talk.
Truth: There is no one right answer for this. This very much comes down to the show’s progress, the competitive landscape and other factors that may vary the song count from year to year. When the show outperforms the station in ratings share, consider expanding content.
Recycled Content is Lazy.
Truth: Most listeners hear your show for just a few minutes a day and will appreciate a replay of A+ content from an hour outside of their normal commute. Just be sure to recycle great material, not good material.