Music stations seem to forget that they’re about music. We spend a lot of time on jock Content, what Promotions work and how to do the promos for them, how Contests need to be exciting but still organic, and Imaging.
But none of that matters if you have the computer on “auto” and your Traffic bed, for example, crashes right over the final word of a song that ends “cold.”
The solution is one that I’ve mentioned before: run any break where you’re going to talk MANUALLY. The listener has to feel that you’re listening to the music too (whether you are or not), and that you care about his or her being able to hear the end of one of their favorite songs. We don’t want dead air, obviously, but wait for those cold ends and develop FEEL, instead of just letting the machines do it.
Remember that computers are just idiots with great memories. They count time, but they don’t FEEL timing. We have to respect the music.
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Radio Talent Coach
Member, Texas Radio Hall of Fame
© 2014 by Tommy Kramer. All rights reserved.