Podcasting Facts and Figures

According to Edison Research, here are some interesting facts and figures regarding podcasting.

In 2017 40% of the U.S. population has listened to a podcast at one point in their lives.

51% of podcast listening is done at home. 22% is performed in the car.

Podcast Listeners are Loyal, Affluent & Educated.

86% Listen to All or Most of Each Podcast Episode. They listen to an average of six shows per week.

According to the Infinite Dial 2017 study (conducted in partnership with Triton Digital), and the latest from Edison’s Share of Ear research, the report includes information of the following:

Podcast Consumption
Device Usage
Social Media Behaviors
Other Media Behaviors
The Updated Share of Ear for Podcasting

The popularity of podcasting continues to rise, with monthly listeners growing from 21% to 24% year over year.
The audience for podcasts remains an affluent, educated consumer—one more likely to gravitate to ad-free or ad-light subscription experiences.
Clicking on a podcast to listen immediately is the dominate paradigm for listening, although 27% subscribe to a podcast.
Subscribers tend to be podcast consumers longer than non-subscribers, consume more podcasts, and more likely to use their smartphone as their primary podcast player.
While the home continues to be the most often named location for podcast listening, vehicles are a strong second.
Most podcast consumers listen to most of the podcast episodes they download, while the majority listen to most of each episode.
Podcasts are the number one audio source by time of consumption among podcast listeners.
On the smartphone, podcasting’s Share of Ear is tied with AM/FM content, and leads AM/FM among 13-34 year old’s.

67 million Americans listen to podcasts monthly. That’s more common than Catholicism. 42 million Americans listen to podcasts weekly. That’s a really big number, representing 15% of the total U.S. population. To compare, 3% of Americans go to the movies weekly.

Podcast consumption has been substantially more common among Americans under the age of 25 since its inception. Until now. For the first time, a larger percentage of 25 to 54 year old’s listen to podcasts monthly than any other age group. Podcasts continue to be more popular among men. 27% of American men have listened to a podcast in the past month, compared to 21% of women.

Podcast listening is driven largely by subscription (new shows automatically download to your smartphone, tablet or computer). Podcasters must have a strong enough show to create powerful subscription behavior among listeners to have them subscribe past six shows a week.

Keep in mind, there is still plenty of room for podcast audiences to grow. The audience is wide-open for your content. Less than half of Americans still don’t know what a podcast is, so there is an abundance of room for audience growth.


To Stream or Not to Stream

The current state of the CD is in a sad state of affairs, to be sure. Target & Best Buy are foregoing the sale of CD’s altogether by the Summer of 2018. CD sales are slipping faster than a hooker attending church. Vinyl sales are rising to their greatest peak since the 1990s. So people haven’t abandoned music, just parts of the delivery service. With the rise and popularity of streaming music services, people are listening to their favorite songs and compositions in their homes, offices, or any other location where their devices can connect to the internet (even their car).

Streaming music services are so vital to the music industry that the Recording Industry Association of America (RIAA) now factors music streaming into its Gold and Platinum album certifications. Thankfully, you don’t need to wade through numerous services to find the one best suited for your listening needs. PC Magazine has reviewed popular and niche streaming music services to separate the good, the bad and the ugly! This list is just a sample. Judge for yourself what works for you.

Sirius/XM Internet Radio Review

MSRP: $10.99

The score: Sirius/XM Internet Radio’s crisp audio, numerous live stations, including talk radio is a must-have for radio-streaming fans.

Pandora Internet Radio

MSRP: $4.99

The score: This once pioneering music platform now offers unlimited skips, replays and ad-free service.


MSRP: $4.99

The score: iHeartRadio attempts to merge live radio and curated catalog, but the music service lacks substance.

Apple Music (for iPhone)
MSRP: $9.99

The score: Apple Music boasts exclusive albums and Siri and Apple Watch comparability, but this well-rounded streaming music service falls short of toppling Slacker Radio and Spotify.

Slacker Radio

MSRP: $9.99

The score: Slacker Radio’s deep music library, informative Djs and DNA stations, along with quality non-music elements make this service a real winner.


MSRP: $9.99

The score: The feature-packed Spotify, available in both free and premium versions, is a top-notch streaming music service.

Microsoft Groove Music

MSRP: $9.99

The score: Groove Music brings more than 40 million songs to your browser, but a few missing features keep it from being a real winner.


MSRP: 9.99

The score: The continually evolving Tidal is an excellent streaming music service, especially for listeners who enjoy new music and a wide variety of titles (35 Million).

Podcasts to Enjoy


These podcasts are very popular and will catch your ear in 2018. Here’s a list of what you might find enjoyable. It is by no means comprehensive:

Pod Save America

Four former aids to President Obama are linked to journalists, politicians, comedians, and activists for a carefree discussion regarding politics, the press and challenges posed by the Trump presidency.

Dirty John

Successful interior designer Debra Newell meets John Meehan, a handsome man who confirms all the correct data points: attentive, available after just returning from a stint in Iraq with Doctors Without Borders. Her family doesn’t like john, and become entangled in a complex network of love, deception, forgiveness, denial, and finally, survival. Hosted by Christopher Goffard of the L.A. Times.

The Daily

This show’s mission is to find it. Only what you need to know, none of what you don’t. Hosted by Michael Barbaro. Supplied by New York Times journalism. Five days a week, twenty minutes a day, available by 6 AM.

Ear Hustle

This podcast brings you stories of life inside prison, distributed and produced by inmates themselves. The show is a partnership between Earlonne Woods and Antwan Williams, currently incarcerated at San Quentin State Prison in California and Nigel Poor, a Bay State artist. This team works in San Quentin’s media lab, producing stories which are somewhat difficult, frequently funny and always honest.

Up First

The news you need to start your day. The biggest stories and ideas, from politics to pop culture. Hosted by Rachel Martin, David Greene and Steve Inskeep, including reporting and analysis from NPR News. Available weekdays at 6AM ET.

30 For 30
First-hand audio documentaries with more from the acclaimed 30 for 30 series. You’ll find sports stories like you’ve never experienced before.

Oprah’s Super Soul Conversations

Touch base with the deeper meaning of the world around you with Super Soul. Listen to Oprah’s private selection of interviews with thought-leaders, best-selling authors, and health and wellness experts. All designed to enlighten you while helping bring you another step nearer to your best self.

Snap Judgment Presents: Spooked

This podcast features true-life supernatural stories, told primary by people who can barely believe it actually happened. Be very afraid! Produced by Snap Judgment at the WNYC radio studios.

Another Round

Writers Heben Nigatu and Tracy Clayton’s upbeat weekly podcast delves into the issues of the day surrounding race, gender, and pop culture, breaking up the more serious topics with lighthearted recurring segments. Each week brings a new notable guest such as Roxane Gay and Hillary Clinton.

Here to Make Friends

Ever since The Bachelor and its adjacent shows have become cultural institutions, it makes sense there’s a Huffpost podcast to discuss it. Hosts Emma Gray and Clair Fallon carry each episode of The Bachelor with their signature snark and social commentary. Contestants from the show often show up as guests to discuss the behind-the-scenes goings on.

Unhappy Hour with Matt Bellassai

Matt Bellassai is from BuzzFeed’s Whine About It and makes his podcasting debut with Unhappy Hour. With his classic pessimistic humor, Bellassai covers pop culture and news, even offering dramatic anecdotes from his life experiences.

The Morning Breath

Social media sisters Claudia and Jackie Oshry host their own morning show, broadcasting on various media, including iTunes, Facebook, Instagram, and YouTube. The sisters discuss five stories you need to know—often going on rants about their personal lives and bursting into songs.


If you’ve ever wanted explanations for historic events that don’t seem to add up? Lore uncovers that and much more in its biweekly podcast. Lore is systematically one of the top-rated podcasts, boasting over 9,000 reviews.

Anna Faris is Unqualified

Anna Faris brings in her network of celebrity to discuss all things Hollywood as well as relationships. Listeners are free to email the show with their own relationship questions.

Bad With Money

Author Gaby Dunn dispels the confusion and shame that so many of us have about our finances. The podcast takes a layman’s approach to discussing debt, monetary success, and pragmatic questions concerning what happens to someone’s money when they die?

Call Your Girlfriend

This show is an energizing mix of the personal and political. The show covers political dramas coupled with social media headlines, sprinkled with self-care tips. Hosts Aminatou Sow and Ann Friedman bring a unique feminist eye to every topic.

How to Build a Rocket Ship

A weekly podcast bringing in big-name entrepreneurs to discuss aspects of beginning a startup, which is where the show gets its name. You’ll hear about product development to advice on profiling, uncovering and converting your customers, making it a wonderful show to listen to whether you’re business to business or business to customer.

The Pitch

This show is a grittier variation of Apple’s Planet of the Apps, a podcast where startup founders pitch their companies to investors and obtain feedback, if they’re fortunate, an investment. Many distinct points of view are featured on the show, making it entertaining and informative.

The Football Ramble

A genuinely passionate, light-hearted podcast celebrating the game of Football. The show’s hosts; Marcus, Pete, Jim and Luke, do live show’s and offer an ad-free version and host of extra shows, if you pay for Acast, but the weekly gang buster remains free and very much worth a listen.

The Cycling Podcast

If you’re interested in cycling, you’ll love The Cycling Podcast. Produced by renowned journalists Richard Moore, Lionel Birnie and Daniel Friebe, the show is centered around the world of professional cycling, their extensive knowledge of the sport and the stories behind them.

Death, Sex & Money

What happens when people stop being polite, and begin becoming real regarding the subjects death, sex and money? Host Anna Sale centers every episode around one of these three divisive topics, interviewing ordinary people as well as personalities that help listeners gain a deeper understanding on the various complications surrounding those issues.


This is another podcast brought to you by the creators of Serial and This American Life. It’s a crime-related podcast you’ll become addicted too. Its seven parts tells a story of a man from Alabama who brags about killing someone.

Camp Adulthood and the Resident Youth

In this podcast, a 20 something and a 30 something discuss the social divide in the generation. Various millennial guests co-host to talk about jobs, life and trying to be an adult.

99% Invisible

Design is everywhere in our lives, most importantly in places we’ve stopped noticing. This is a daily exploration of the process and power of design and architecture. Hosted by producer Roman Mars.

Haunted Places

This is a biweekly account of haunted houses, cemeteries and islands and normal places which become paranormal parcels. Every spooky place on our planet possesses an actual, real backstory. Actual legends, uncanny histories with tales of the supernatural. Host is Greg Polcyn.

The Big Loop

This is a biweekly anthology podcast hosted by Michael Kim, co-creator of The Black Tapes. Every episode is a self-contained narrative investigating the strange, the wonderful, the terrifying, and the heartbreaking.

How I Built This

This is a weekly podcast from host Guy Raz regarding innovators, entrepreneurs, and idealists, and the stories behind the movements which they built. Every episode is a narrative journey noticeable by accomplishments, failures and insight—as told by the founders of some of the best known companies and brands.

LinkedIn’s Work in Progress

Where is work headed? Hosted by LinkedIn Senior Editor Caroline Fairchild, this podcast delves into absorbing world of work, featuring discussions with some of our economy’s largest thinkers including interviews with workers around the U.S., all coping with change.

My Dad Wrote A Porno

Imagine if you will your Dad wrote a very dirty book. For the most part, people would try and ignore it, pretending it had never happened. Not Jamie Morton. Rather, he decided to read it to the world in this new comedy podcast. With his friends James Cooper and BBC Radio 1’s Alice Levine, Jamie will read a chapter a week.

Raised by TV

Two latchkey kid sisters Job Gabrus and Lauren Lapkus, reveal their unsound obsession with television by discussing their overly fanatical feelings regarding a different show in each weekly episode.

The Tony Robbins Podcasts

The #1 Life and Business Strategist shares proven strategies and tactics so you can also achieve massive results in your business, relationships, health and finances.

Copyrighting Tips For Radio Spots & Promos

Successful radio commercials and promos paint pictures in words, and touch the audience emotionally. But how to do it in 60, 30 or even just 15 seconds time?

How to write copy for spots that communicate what your listeners need to remember and need to do? 10 radio copyrighting tips for radio commercials and promos that work for your advertiser or station by combining creativity and effectiveness. From the secrets of visual copyrighting to the insights of audience psychology.

‘Advertisements for expensive cars

Are not about expensive cars’

The underlying action motivator is to achieve or maintain an exclusive lifestyle and status image

1. Choose one core message

Before you begin to write, know what you want to say and why. The most important questions are:

• What’s the target audience of this message?

(Is it aimed at every listener of my station, or only at a specific part of my audience?)

• What’s the main goal of this message?

(Should it, for example, introduce something new, increase overall recall, or trigger immediate response?)

• What’s the key USP of this message?

(Why should the target audience choose this company, brand, product or service over another?)

Having a Unique Selling Proposition is crucial. Make a list of each unique aspect you can think of, and pick the one that stands out (or combine multiple ones into a single one). Because a narrow focus leads to big results (and a broad approach leads to small results), one spot should focus on one message only, that is often the USP. Make every word support the core message. You can let 5 people read your copy, and ask them individually what they think is the single most important thing in this text. Unless all 5 name the same thing you intend to communicate, rewrite your copy and test it with 5 others. Once that works, record your copy with a voiceover, and test that with 5 more people (but just play it to them once). If necessary, re-write, re-record and re-test your demo until it’s perfect.

Call to action, call now, phone icon, Determine one action step
Just as important as communicating one clear USP is having a single call to action. Giving people (too much) options creates ‘analysis paralysis’ and cuts the response dramatically. Instead of saying: ”visit us in Flower Town, call us toll-free at 1-800-FLOWER-SHOP and visit FlowerShop.com”, just choose the one thing that you want your listeners to do today. Why not direct them to your website, where they can find all details?

3. Include powerful action motivators

Advertisements for expensive cars are not about expensive cars. They actually speak to people’s desire to improve or confirm their self-image. There’s a lot of psychology involved to get audiences to do what you want. Most marketers define 7 basic action motivators:

• Anger: ‘Aren’t you frustrated that your money in the bank is worthless? Invest your money here.’

• Exclusivity: ‘Don’t be like everyone else. Show your excellent taste with this exclusive car.’

• Fear: ‘Don’t jeopardize your health. Take this, and make sure you’ll live much longer.’

• Flattery: ‘You deserve to look fantastic and feel great. Treat yourself with this.’

• Greed: ‘Hurry to save 50% on our entire storage. Discount ends Saturday!’

• Guilt: ‘Don’t deny these children what you’re giving yours. Donate now.’

• Salvation: ‘Do you suffer from migraine? This will give you relief.’

Include one in your copy, and your spot will be more effective. Combine several action motivators, and the effect will be even greater: “Are you mad at bankers? They make millions with your money, and give you 1 cent on the dollar. Turn your back on banks, and invest your money wisely. Our new fund guarantees you a 15% return in 5 years! But don’t miss out. This offer ends Friday. Call us now, 1-800…”
‘Humor is a great way to
Add emotion and create rapport

While it easily grabs attention and engages listeners, humor should always support the main message

4. Use a conversational approach

Over the years, audiences have become allergic to anything that even sounds like a commercial. So make sure that your (in-house produced) spots and promos don’t feel like commercial advertising or heavy self-promotion. Instead of mentioning your brand or solution right away, rather have a real conversation with your audience first. Avoid red-flag words like ‘sale’ and typical clichés that turn people off (or turn on their anti-BS mode). Don’t push it. Focus on the listener benefit; not on you and your great product or service. “Don’t talk to me about your grass seed, talk with me about my lawn”, is an often-heard expression among marketers who understand consumers. Your audience will ask ‘what’s in it for me?’ and ‘why should I listen to this?’ whenever a spot comes on, and people’s attention span is short. So communicate a benefit right from the start or use a creative workaround – like an opening that draws them in.

Reflect people’s personal thoughts
Address one person by saying ‘you’ (instead of ‘we’ or ‘us’), and use the same words as your listeners do in everyday conversations. Get inside the mind of your audience to reflect how they think, so you can trigger silent feedback. If they ‘don’t want to be bald at this age’, why not bluntly ask: “Are you afraid to become bald?” in a spot that promotes a hair loss cure. Don’t replace ‘bald’ it by the fancy ‘dilapidated’ or the euphemism ‘hairless’. Tell it like it is.

6. Tell (funny) compelling stories
One of the best ways to create an exciting radio commercial or promo is to engage listeners with humor or storytelling (or both). Facts tell, stories sell. Humor is a great way to add emotion and create rapport, but it should never overrule the message. Otherwise people will share the story with a friend, who will laugh and say: “what was it for?”, after which they go: “uh, I don’t know, but it was funny”. By the way, stories not necessarily need humor. Any compelling story, where people want to hear the end, can work, but some fun certainly can be a big plus. Good spots position the core message in between (or right after) the story.

‘A commercial is not a company website

7. Paint pictures with words

Great commercials and promos are using storytelling on a higher level. Research shows that most people will only do something after having imagined it first, and radio is a theatre of the mind! Visual copywriting helps to engage your listeners and trigger their imagination, so the subject of the spot (like a product) is in their thoughts as a ‘mental picture’. They already see themselves driving that Mercedes! As the human brain is wired to fill gaps between desire and reality, there’s a good chance that one day they will actually buy it (or first think of a Mercedes when it’s time for a new car). Some visual copywriting tips for radio:

• Avoid cliché openings like ‘picture this’ or ‘imagine that’ (and just start with the story instead)

• Name things that people can picture easily, and avoid any abstract words or expressions

• Use active and present tense verbs in the second person (e.g. ‘you can drive this car’)

• Put a noun before its adjectives; not after (e.g. ‘the water is crystal clear and blue’)

A powerful part of visualization is to let people see (how they feel about) the end result of whatever it is you sell or promote. Instead of “WAXY gives you a chance to win 6 first-row tickets to see Lady Gaga in Paris!”, write: “Do you like all your friends to adore you? Listen for a chance to win a trip to Paris for you and 5 friends, where you get eye to eye with Lady Gaga, standing front row at her concert in the City of Light! WAXY is making you the star.”

9. Throw out all waste
It’s nice to win an award for the best-written commercial. It’s better to turn an advertiser into a life-long client (as his campaign is effective). Write to communicate; not to impress. A commercial is also not a website, so leave out that the company is there “since 1973” and avoid addresses and phone numbers that people can’t remember (unless it’s 1-800-FLOWER STORE). Advise your client to have a site with an easy to recall (and easy to spell) address (e.g. Flower Store.com). If you practice ‘less is more’, the more your 15-second spot is to the point or the better you use your 30 or 60 seconds to tell a compelling story that highlights the essential Unique Selling Proposition. Make sure that your spots have a strong beginning and end, as listeners are most likely to remember those two parts.

‘Live a full life and explore many new things’

10. Widen your creative imagination
To create output, you need input. One part is seeing movies, attending concerts and reading magazines to stay in touch with today’s pop culture and current affairs. Another part is living life: getting married, having children and (hopefully not) getting divorced. It’s easy to find inspiration if you live a full life and explore many new things. In Yes Man, Jim Carrey commits himself for a year to just say ‘yes!’ to anything that the universe is offering him; from Korean courses and guitar lessons to a lot more. The advantage of having a wealth of skills and knowledge is that you can easily associate things, and play the ‘what if’ game to make new combinations of basically unrelated existing things. What if Jim saves someone’s life because he understands Korean and plays guitar? This question might have led to that movie scene! You can use the same creativity technique for your radio copyrighting.

Programming Strategies that Make A Difference in 2017

Programming Strategies that make a ratings difference in 2017

One of the most exciting parts of my job is travelling the country conducting and being part of research studies. Today I’ll share tips that come up most often in market after market that if implemented, will lead to stronger ratings for you.

Identifying music is a major benefit to female listeners. When you bring up back selling of music most agree that it is very important and their favorite station does not always do it. We (radio people) think they know all the songs. They (listeners) disagree. They wonder why their favorite station does not do a better job of telling them the songs played. Putting this info on your website is a step in the right direction, but not what they really want, which is to hear it on the air. This especially applies to newer and re-current songs.

“Good Chemistry” the top attribute in AM Drive. When asked why they liked their favorite morning show the word “chemistry” came up time after time. The relationship of the players and how they get along on the air is key critical. Important issues in the morning are “fun” shows (not to be confused with funny) as well as shows they are “used to and comfortable with”.

Benchmarks are out. Commenting on the day’s “news and events” is in. Most listeners agree that they want their morning show to discuss what is happening at that moment. It’s sure a lot more important than “Dumb criminal news”.

Music is still important in the morning. As usual, listeners want it all. They want a show with fun people having a good time, but they also want a lot of music. Please do not overlook the power and importance of music in the morning.

Don’t overlook the power of information. Weather, traffic and news updates are very important in most markets. In many cases more important than useless banter.

Keep it live, but watch the talk. They like DJ’s but not talky ones. Keep the talk breaks crisp, short & to the point.

Morning and night personalities are the best known. In most groups, listeners were very unsure of the midday and afternoon personalities. For stations that have their own love songs host, there is usually good familiarity.

Delilah continues to get a love-hate vote from most listeners. They either love her, or dislike her. One thing is for sure; they know her and have strong opinions on her. Still, in many markets she gets strong numbers.

AC music stations are described as “Easy listening/Softrock/Pop music”. Familiarity with the music continues to be key. Most disliked type of music; Rap & Hip-Hop. They see this as a “threat to their kids”. As we have always said, AC female listeners “Know what they like, and like what they know.” Never underestimate the power of familiarity with you music, your personalities and overall station sound/feel. Now more than ever, play the hits!

AC radio is a “safe haven” for women 35-54. They know it by the music we play and the way we present ourselves. They say there is no need to talk about “family friendly”. How do you communicate it? They say “Just “Do It”.

P1 Women like to play contests. The prize is not always as important as the chance to win. Prizes such as theatre tickets, weekend getaways, dinners at restaurants and tickets to shows (concerts) are all good. “Entertaining contests” seem more important to many of these listeners versus the actual prize itself.

Stopping fewer times, each hour is preferred. Most listeners like the 2-stop clocks, but are aware that they will “pay for it” (their words) in the end. They do however feel it is better to stop less often even if it means more spots. The one common comment heard in market after market is they feel all stations play too many commercials.

Are You Ready To Coach Your Team?

If you’re not getting better, you’re falling behind. Every world-class athlete, performer, or executive knows this and it’s true of your station sales, programming, technical, and other staff as well.

Winners in any profession understand that without the right “coach,” they won’t achieve their objectives. A steady focus on effective coaching will increase performance, even in the face of client and project distractions, and secure your spot as a winner.

Unfortunately, coaching may be the item bypassed by busy general managers, market managers, programmers, DOEs, and sales managers.

In my travels as a consultant, I am reminded every time I turn on the radio that most air talent lack the “relatability” and entertainment skills necessary to keep me tuned in.

Since coaching is something done with people, rather than to people, how well prepared (both in skills and attitude) are managers to coach? Managers typically possess an innate interpersonal technique.

Coaching is talking with a person in a way that helps him or her solve a problem. Some managers confuse coaching with giving advice. The reality is often that, as Gordon Dickson noted, “Some people like my advice so much that they frame it upon the wall instead of using it.”

Managers are asked to improve productivity without additional resources. One option is to enhance behavior and performance through coaching. Managers also need to use their coaching skills within the company with those who don’t necessarily report to them, as well as outside their organization.

An effective coaching skills strategy emphasizes collaboration and respect rather than control and faultfinding. People can see effort that’s expended in helping them do a good job and experiencing a sense of achievement.

Effective coaching skills, therefore, contribute to not only a “push” to achieving business outcomes, but also a “pull” towards effective leadership.

Think of the following as an air-check for your management team on coaching employees.

Knows the discipline he or she is coaching: It seems obvious, but a coach must know ins and outs of the discipline—the rules, the history, the tactics, etc.

Motivates the team: Remember that a coach will need to lead a team of individuals, every one with different personal goals. The coach’s job is giving the team enough motivation to turn their attention from their private matters to the goals of the station.

Talks only when it gets results: A good coach will never speak without a good cause. If he or she talks too much, employees will stop listening.

Ability to listen: If the manager is to become a good coach, he or she needs to think like a surrogate father or mother for the team; listening is the single most important trait that can make it possible.

Knows their team: Another important matter is a coach knowing one’s team. It’s not only about matching numbers with names. A good coach knows about the professional and the private lives of their teammates.

Treats everyone individually: It is necessary for a manager to treat each employee individually. Treat them as you would like to be treated.

Leads by example: A good coach does everything he or she will ask others to do.

Interpersonal issues

Beyond technical aspects of setting goals during coaching, it is critical to pay attention to certain interpersonal issues. As a coach, you must set clear expectations, performance standards, and specific objectives regarding what should be done, when, and how. Measure performance. Focus on behavior, not value judgments. Correct deviations from performance standards.

Make it clear that you are on the same side as the employee and that the objective of the meeting is for the employee to be successful. Provide guidance while preserving the employee’s self-esteem. Give an employee with longer service an extended time to improve. Set the time for improvement in accordance with the specific behavior involved.

Effective systematic coaching is an opportunity to build meaningful partnerships between members of an organization. Without effective coaching skills, progress is just that much harder.


Radio Branding 101

Branding is not only about ubiquity, visibility, and functions; it’s about bonding emotionally with listeners. Only when your station kindles an emotional dialogue with listeners, can your radio station qualify as a brand. Listeners want to deal with radio stations that are responsive and sensitive to their unique needs. When effectively executed, “branding” increases a radio station’s market share and profitability by leveraging awareness while clearly positioning the station. In layman’s terms: to attract listeners, Program Directors must think like listeners.

For branding to be truly effective, radio stations have to feel & sound dead-on with their listener’s expectations. The correct mixture of language, sounds and expressions will accomplish this. You need to stand for something to stand out from the crowd. Radio stations must become strong brands. It’s termed a culture: a set of beliefs and expectations celebrated and enjoyed every day. A distinctive experience listeners want to become part of.

As radio’s background has changed so dramatically in the new millennium with the advent of listening options such as internet radio, satellite, HD, or tablets and smartphones, the audience must care about what is said. It has to matter to them. It has to touch their lives in some significant way. As we are in the middle part of the second decade of the new millennium, broadcast radio (the original portable medium), persists dominance in spite of newer, aggressive audio technologies.

The fact that you can listen to radio while doing something else is a reason it maintains its popularity. Radio can never stop innovating. That will become its death knell. For your radio station to be very successful, you must constantly anticipate new developments and freshen your productivity.
Make sure your station has a unique USP in your market that draws listeners and keeps them entertained. Establish your brand and maintain a high quality. Remember, perception is reality. If and how long people tune into your station mainly depends on their impression of your station—your image—which is based on previous listening experiences. Develop positive brand images with the listener!

Keep transforming your radio station. Try and anticipate where the market will be, say, five years from now. Don’t make many moves that will distort your audience and damage your brand. Invest in talent development and coaching while searching for tomorrow’s radio personalities. Give fresh talents a chance but make sure they relate to your stations target audience. Make sure your radio personalities are natural storytellers. Great storytellers make a nice story great by the way they present it.
Build distinctive and familiar brands.

Create a brand for your radio station where people feel at home, through imaging, marketing and events. You’re more than just a radio station; you’re a brand! Create a brand that your audience can relate to and knows what to expect. This goes way beyond music. It’s about a shared feeling. Radio is a great medium to embrace new developments. Apply innovation to the complete output of your station, from programming to marketing.

Now that the music industry’s impact has deteriorated—record companies are not the only jumpstart for talent: with radio and social media combined, you can create an enormously important and fun place to work by branding your station as the place that plays the latest music. Music discovery is still dominated by radio, although teens now turn to YouTube and I Tunes to discover new music.
Most radio programmers agree that constant innovation, familiar brands & shared emotion are key to secure radio’s future in today’s social media world.

The technology and content behind radio offers all the possibilities in the world. Radio is immediate, live and fast. The final conclusion? Radio brands will continue to thrive on an emotional and personal relationship with the listener.