Mid-November...time for the format-flips to "All Christmas-all of the time" to commence. Up and down the radio dial from town to town, the sounds of Christmas abound. ("Holiday" music if you prefer)It couldn't come at a better time. These are uncertain times. The economy is bad. Many are out of work or fear losing their jobs. A new President has been elected-but the old one remains in office until Mid-January. The space under many trees will be bare this year...fewer presents than usual. It's a different mindset for sure...
As a radio station, you have to take a step back and ask yourself "What are we doing to plug into the listener's mindset?"
Whether you're a fan of Christmas songs on the air or not, this will be a challenging year for most. You can bet that there will be an emotional yearning for years gone by. Churches across the country are already experiencing higher attendance figures as panicked people turn to God for some answers. That's where the music question comes in.
This feels more like an "I'll Be Home for Christmas" Christmas...than a "Frosty the Snowman" Christmas. Taking it a bit further, it even feels like more of a "Silent Night" or "Joy to The World" Christmas than a "Grandma Got Run Over By A Reindeer" Christmas. (Nothing like financial hardship and emotional insecurity to snap us back to our senses!)
In most markets where the "format-flip" takes place, it's usually an AC or Smooth Jazz station doing the flipping to All-Christmas. In some situations, a non-AC station that is about to change format after the holiday season, uses "All Christmas" to bridge that gap and allow time to prepare for the post-holiday change. Depending on your station strategy, you may need to reconsider your Christmas music "plan" this year---if you want to be in sync with your listeners.
I'm sure you have a different set of experiences, but I haven't heard one person in my circle of friends and family "complain" that Christmas has come to soon this year. Heck, some stores had Christmas items or Holiday imagery up along side their Halloween stock this year. While I've heard plenty of comments like "Geez, they have the Christmas stuff out already...", or comments that it will be a lean Christmas this year, I have not picked up on any negativity about it.
This will be a "Hard Candy Christmas" (thank you Dolly) for many. Even so, "If We Make It Through December" (thank you Merle) it will most likely be because we have returned to a simpler, less materialistic, family-driven, spiritual "Christmas" this year.
Your musical approach, the promotions you plan, the visuals on your website, the attitude of your imaging and air talent, etc; all need to take this into account. You can't Tab A into Slot B this year...it's going to require a bit more sensitivity and attention to mirror your listener mindset.
Remember the formula: In times of extreme uncertainty: Return to tradition and comfort.
