The Spring ratings survey begins on April 2nd. This is the time of year of a little "Spring cleaning" around your radio station. I know that you're busy and have more than enough on your plate right now, but doing a complete station programming audit is just plain smart business going into such an important ratings period.
1.) Review your music scheduler. Is it actually accomplishing what you want it to do? Does the rotation math work? Do you have the correct number of songs in each category? Review your clocks. Double-check the field data on each individual song for correct sound coding and fix all errors.
2.) Re-focus the talent. Do they know what the game-plan is? Don't make 'em guess--clearly define your targets, performance expectations, their role and responsibility in achieving both individual and station objectives. Remember, they don't necessarily have to agree with your programming strategy, but they DO need to agree to carry it out as planned.
3.) Re-evaluate all programming services and features on the station. Everything from syndicated programming elements to public service content needs to be checked and tweaked to fit your target. For example, if your station's primary ratings goal is #1 25-54 women, you're probably correct in questioning the strategic value of the "Classic Country" show you air on the weekend. Look at bulls-eye of your ratings target...the one that helps your sales department achieve the revenue goals. Run everything you do through THAT filter with as little emotional connection to the elements as you can muster. Super target ALL of your content.
4.) Re-establish team spirit and re-ignite pride in the product. Morale may be down. These are tough times and your team members may be more concerned about looking over their shoulders than they are in executing the station game plan. Now is the time to let your leadership and motivation skills shine. The threat of losing your job is not inspirational. The possibility of success, achievement, and fulfillment IS.
5.) Remember, it's all about the listener experience. Everything should be LISTENER-benefit focused. Develop a collective mindset within the walls of your station that enhances the listening experience, the web-viewing experience, the street event experience, etc; OF THE LISTENER. Don't put the station up on the pedestal, put the listener up on the top as the biggest priority. Stop beating your chest and trumpeting YOUR successes, promote THE LISTENER benefits and opportunities.
As you prepare for the start of the Spring survey window, don't forget--if you're in a diary-measured market...it's not ONE Twelve week survey---it's TWELVE one-week surveys. Each week has a completely different panel of fans/critics. Develop your Spring on-air, online, and on the street "plan" accordingly.
The first step...is to take a step backwards and view your entire operation from a more global perspective. If ain't broke...break it! Update it and make it better and more relevant to your target listener under today's economic circumstances, competitive media environment, and changing lifestyle behavior patterns.
