All Things Christmas

garyberkowitz_275
Gary Berkowitz

Editor’s Note: The views and opinions of the above article do not necessarily reflect those of the MAB. Contact the MAB for information on the MAB’s official editorial policy.

By: Gary Berkowitz
President, Berkowitz Broadcast Consulting
gary@garyberk.com
http://www.garyberk.com

“It’s all about how you decorate your station for the holidays.

Here’s a programming checklist and suggestions as we approach Christmas.

Programming checklist/suggestions as we approach Christmas:

  1. The on-air presentation should remain up and contemporary. Sometimes when stations go to all Christmas music, the jocks tend to “soften” or bring the presentation down. The on-air delivery should be up, fun and exciting.
  2. When opening the mic, the jocks should always open with a line like: B106.1 The Christmas Music Station. (Please do not refer to the music as “Holiday Music” always call it Christmas music).
  3. Other key Positioning lines to consider:
    • 100% Christmas Music
    • All Christmas Music, All The Time
    • Non Stop Christmas Music
    • All Your Christmas Favorites all Season
  4. Reinforce these lines every time. Not just sometimes. It’s critical to drive home the “All Christmas” message. It will not get tired.
  5. The goal is to “dress up the station” with Christmas cheer. This is a six-week tactic. Sound great and get all the ratings credit.
  6. The right music list repeats a lot. You may get some complaints. That’s ok. Wondering about your list? Call me and I’ll tell you.
  7. Dress the website for Christmas. Use the line “The Christmas Music Station.” It’s very important that when a listener goes to the website, it reflects what you are doing on the air. Same for Facebook pages. Do what you can with them to make it look like Christmas.
  8. Have high production values. Use lots of holiday jingles. If you cannot get new Christmas jingles in time, take your current ones, and be creative. Add bells, chimes, and ho-ho-ho’s to make them sound Christmas.
  9. It’s all about Christmas. All live liners and recorded sweepers refer to Christmas.
  10. Get involved with as many Christmas promotions as possible. Local sings, shows that are coming to town (Radio City Music Hall Christmas, etc). Look at a contest tactic like “Christmas Song of the Day.”
  11. Attention diary markets: No matter what the Arbitron, Ooops, I mean Nielsen people tell you, change your Arbitron SIP. Make sure it says “Christmas Music” “Xmas music” etc.

Before his current tenure as President of the company that bares his name, Gary Berkowitz spent many years being involved in every aspect of the operation and management of some of America’s most successful radio stations. Gary was the first Program Director at the legendary PRO-FM, Providence. He transformed WROR, Boston from an Oldies station to what would become one of the first AC’s in the US. Gary then went to Detroit for Capital Cities Communications to program News-Talk powerhouse WJR, and WHYT. Under Gary’s leadership WHYT experienced the highest ratings ever as a CHR. The next step was when Gary launched one of the first Hot AC’s, Q95, Detroit with another #1 success story.

Gary started his Detroit-based Berkowitz Broadcast Consulting in 1990 and has been helping AC stations grow and achieve higher ratings ever since. Results driven, attentive and highly passionate best describes his style. In 2012 he was inducted to the Rhode Island Radio Hall of Fame as well as the WERS (Emerson College, Boston) Radio Hall of Fame.

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