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By: Gary Berkowitz
Berkowitz Broadcast Consulting
Doing traffic and weather may seem simple, but its easy for both of these services to become “wallpaper” or just be done the wrong way. Since most radio stations do both of these daily elements, check out these tips and instantly see how great they sound on your station. Your listeners will appreciate it too!
GIVE ME THE TRAFFIC REPORT, PLEASE. Nothing annoys listeners more than hearing the traffic intro and then the jock goes off on a tangent, talking about everything but the traffic. When the intro hits, get directly to the report. Save the “schmooze” for other places.
WHAT DID THEY SAY? Have your traffic reporters developed their own language? Make sure they speak with easy to understand words. At the news station here in Detroit, they always refer to I-75 as “The Chrysler.” Problem is, nobody calls it that. People call it 75. Traffic reporters are the only ones who use that name.
SLOW DOWN. Many traffic reporters speak so fast to include everything that you end up hearing nothing.
THEN WHY DID THEY DO THE REPORT? Avoid “Nothing is going on.” If that is the case, why are we doing a report? Avoid this traffic reporter crutch: “Things are winding down.” What does that mean?
BETTER TSL. Avoid using traffic reports as a tease unless you are going to site a specific problem. “There’s a problem on 95 South by Salty’s billboard at exit 56. We’ll tell you why next on 92 PRO-FM.”
RATINGS HINT: Get credit by attaching your call letters to traffic reports. Avoid “We’ll check traffic next.” Better: “We’ll check Lite 101.9 Traffic next”
ONE PUNCH JINGLES SOUND BETTER. Two-punch weather jingles never sound as good as one-punch versions. Have a longer emergency bed only for use on bad weather days when necessary.
ELIMINATE PARTLY TO MOSTLY CLOUDY WITH HI’S IN THE MID TO UPPER 60’S. Use fewer words. Eliminate use of words such as Hi’s, Low’s. Do the weather format the same, all the time. This is a great one from Don Kelley when he was PD at Magic 106.7 in Boston.
Sunny & Warm Today, 78
Clear Tonight, 66
C’MON, I NEED TO KNOW HOW TO DRESS. Like with traffic, once the jingle hits, get to the weather. This is not schmooze time. Now that we’re into Fall, how about “What to Wear Weather.” or “School Day Weather.”
RATINGS HINT WITH WEATHER: When doing weather back to music, make sure your format includes a strong station benefits.
“Sunny and 89 with another 30 minutes of Today’s Best Music starting now.”
TV PEOPLE ARE GOOD FOR YOU. Have a relationship with a TV station and its meteorologist in AM Drive. Use their name on weather reports throughout the day. Make sure they do not get too technical and involved. Keep it fun, simple and concise (TV weather people are notorious for going too long).
Once you get these on your station, let me know how it’s working for you.
Gary Berkowitz is President of Detroit based Berkowitz Broadcast Consulting, specializing in ratings improvement for AC radio stations. www.garyberk.com