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By: Gary Berkowitz
Berkowitz Broadcast Consulting
If you are a regular reader of my newsletters and MAB columns, there’s one thing you know for sure, I believe in being “Brilliant with the Basics.” One of the most basic (and important) jobs a PD can do is critique talent. But with today’s busy PD schedules, this often gets ignored. So now that you’ve been reminded, set up an aircheck session today. To
help, here’s a rundown of important areas to review:
- Trying too hard to be funny. There is a difference between “fun” and “funny.” Being fun is important and much easier to do.
- Not enough time checks. Too much time in-between time checks.
- Not enough benefit driven re-cycle mentions to “listen at work.” Use the morning show to get them into listening during the most important daypart, at work.
- Being an “Island” from the rest of the station. Not promoting what will happen later in the day on the station.
- Laughing at everything said. Laughing when it is not funny. Nervous laughter (especially with sidekicks).
- Bits that go too long. In focus groups, most listeners “zone out” after about 20 seconds (unless it is really good).
- If you’re still doing news. Stories that have no interest whatsoever to the target listener. Use of words like “officials” and “authorities.”
- No promotion of what is coming up next. No appointment setting.
- Weather teases that give away the forecast.
- Talk for talk sake. Music is still a very important reason that people listen in the morning.
- Failing to sound warm and friendly.
- Weak or old fashioned benchmarks. Drop the weakest one.
- Too much reliance on pop culture, show business, entertainment “blocks.” Most AC listeners rate this very low in importance.
- Companionship. Are you good companions for your listeners?
- Jocks who sound stiff/formal and un-natural.
- Not promoting the stations unique benefits enough.
- “SAYING” liners versus “SELLING” them.
- Not promoting tomorrow’s morning show.
- Sounding bored and un-interested.
- Failing to realize that you are their workday companion.
- Use of DJ Crutches such as:
- Good Afternoon
- Good Evening
- With You
- Thanks for listening “Everybody”
- On a (day of week)
- Hump Day (if your jocks use this PLEASE eliminate)
- Saying goodbye at the end of the shift
Gary Berkowitz is President of Detroit based Berkowitz Broadcast Consulting, specializing in ratings improvement for AC radio stations. www.garyberk.com