E-book Category: Jobs E-book Title: CONTEXTUAL PROGRAMMING: The Only Way To Win In A Competitive Radio Market Author: Dan O'Day Book Description: Warning
This book will challenge the way you do just about everything on your station.
It might make you uncomfortable, as you are forced to choose:
Do you want to continue to follow the radio herd, or do you want to break away and become the leader of the pack?
Theory + Proof + Application
In CONTEXTUAL PROGRAMMING, I explain the psychology that makes this form of radio so powerfully effective. That's the "theory."
But like you, I'm a radio professional - not an academic in some ivory tower. That's why it's important that I demonstrate to you - from a variety of media and from "real life" itself - that the principles I'm teaching you really do work.
That's the "proof."
Of course, the part you'll be most interested in is:
"How can I incorporate these principles into my station's (or program's) programming?"
I won't just teach you the theory & principles and convince you that they work. I'll show you how you can begin applying them immediately.
That's the "application" part.
Here's some of what you'll learn.
The principle of "Time Expansion" as it applies to radio
TV news vs. radio news
How to harness your audience's natural craving for "closure"
Three ways to create a context
The most powerful context
Context and branding
Context and relevance
Context and impact
Context and suspense
Context and surprise
The music context
The news context
Establishing a context with a name
Music and forward momentum
The single best way to create the listener sensation of "forward momentum"
The folly of "reading the map"
Why maintaining the listener's interest is not enough
The 100% wrong way to test for "forward momentum" in a morning show. (You might already be paying your research company to do this - even thought it can ruin the show!)
What you always must do before giving information on-air
The most powerful method of holding onto the listener's attention
How to let your listeners tell you exactly how to keep them involved in your programming. (No, I'm not talking about "focus groups" or audience surveys.)
The amazingly simple, incredibly effective Suspense Formula
The test that every news story you air must pass
The way in which many stations unknowingly decrease listenership with trivia contests
Creating uniqueness with Artificial Context. (This concept alone is worth the price of the book.)
How to convert "no context" into an audience-attracting context
