Let Your Mentoring Begin.
- Your job as a Relationship Manager
- 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.)
- Why you're probably playing your commercials at the wrong time
- Why you can't afford to listen to record companies (!)
- Why Competitive Research is important to your station
- What percentage of your playlist should be "power" songs. (You'll be surprised.)
- Utilizing the power of music flow
- The smart way to introduce a new song to your playlist
- The single most common mistake stations make in programming their music
- 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.)
- The one thing your music clock must do
- The one thing you must give your air staff if they're to succeed
- The one thing a world-class PD should never do in relation to music programming
- The one aspect of the radio station most PDs need to learn a lot more about
- The mistake of over-catering to your core audience
- The life cycle of every record
- The key to successful promotion without a large budget
- The key to picking your music research sample
- The fallacy upon which most music clocks are based
- The common disconnect between what a station's listener research shows and what the station actually plays
- The artful use of science
- The "chaotic science" of radio programming
- The "Too Many Positioners" Trap
- THe #1 function of a PD. (Most PDs don't even have a clue....)
- Station Promotions: They must accomplish one of these three things.
- Scientific Research vs. Golden Ears
- Researching beyond your core audience
- Radio: A Simple Business
- Radio's Secret Gold Mine
- 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.)
- Principles of Station Imaging
- Music rotation: How & why most stations do it poorly
- Including your "digital address" in your station name
- How under-analyzed use of Recurrents can hurt you
- How to use "type coding"
- How to avoid being just "a utility" station
- How to "save the buy" on a sales promotion without ruining your programming. (Hint: Randy will give you a wonderfully effective two-word formula.)
- How stations write "liners" that attempt to sell a message - but then play them in a way that unsells it
- How radio is underexploiting its opportunities
- How misusing trade publication charts can hurt your ratings
- How long you can keep a hot record in current rotation. (The answer will shock you.)
- Eight rules to live your professional life by
- Choosing your station's name
- Analyzing and designing your Clock Technology
