E-book Category: Jobs E-book Title: FUNDAMENTALS OF RADIO PROGRAMMING Author: Randy Michaels Book Description: Who Will Profit From This Book?
Anyone who programs a music radio station.
Actually, I believe every program director in every format should have this book.
But 37% of this book is devoted to Music Rotation. So if you program a Talk station, 37% of this book won't do you much good.
Not For Students or Beginners.
This book is for people who already program radio stations and already have experience programming music.
So if you're looking for a beginner's guide to "How To Build A Music Clock," this book is not for you.
This book assumes you're already familiar with the most common methods of programming music.
Which means you've been exposed to a lot of "conventional wisdom" about music rotation that - Well, much of it isn't very wise.
Randy will share some extremely sophisticated, ratings-enhancing music scheduling techniques.
Sophisticated, but not difficult. You don't need a degree in statistics to understand and apply Randy's methods.
Overview of Chapters
Radio Without "The Vision"
A Simple Business
Radio's Secret Gold Mine
Your Most Important Asset
Programming
Art vs. Science
The Leader's Job
Music Rotation
Utility vs. Emotional Connection
Station Imaging
Promotions
"Not Enough Budget"
Eight Truisms For Program Directors
Competitive Research
"Unselling" Our Own Messages
Let Your Mentoring Begin.
Radio: A Simple Business
Radio's Secret Gold Mine
Your Station's Most Important Asset. (No, it's not some squishy-soft concept like, "Your people." It's the very first thing Randy looks at when considering acquiring a new station.)
The one aspect of the radio station most PDs need to learn a lot more about
The reconnaissance you should do on your very first day in a new market. (But because you probably never did it in your own market, you should do this for your own station tomorrow.)
Scientific Research vs. Golden Ears
The "chaotic science" of radio programming
The artful use of science
How radio is underexploiting its opportunities
THe #1 function of a PD. (Most PDs don't even have a clue....)
The one thing you must give your air staff if they're to succeed
Your job as a Relationship Manager
Music rotation: How & why most stations do it poorly
The common disconnect between what a station's listener research shows and what the station actually plays
The life cycle of every record
Why you can't afford to listen to record companies (!)
How misusing trade publication charts can hurt your ratings
What percentage of your playlist should be "power" songs. (You'll be surprised.)
The key to picking your music research sample
The mistake of over-catering to your core audience
Researching beyond your core audience
The one thing your music clock must do
The single most common mistake stations make in programming their music
Analyzing and designing your Clock Technology
The smart way to introduce a new song to your playlist
How under-analyzed use of Recurrents can hurt you
How long you can keep a hot record in current rotation. (The answer will shock you.)
The one thing a world-class PD should never do in relation to music programming
Programming your music clock to fit your market's competitive matrix. (Very few PDs have ever even thought of doing this. But its power will be obvious as soon as Randy points it out to you.)
The fallacy upon which most music clocks are based
Why you're probably playing your commercials at the wrong time
Utilizing the power of music flow
How to use "type coding"
How to avoid being just "a utility" station
Principles of Station Imaging
Choosing your station's name
Including your "digital address" in your station name
The "Too Many Positioners" Trap
Station Promotions: They must accomplish one of these three things.
How to "save the buy" on a sales promotion without ruining your programming. (Hint: Randy will give you a wonderfully effective two-word formula.)
The key to successful promotion without a large budget
Eight rules to live your professional life by
Why Competitive Research is important to your station
How stations write "liners" that attempt to sell a message - but then play them in a way that unsells it
