RADIO PROMOTION
The product of a commercial radio station is their programming. The owners of radio stations spend a great deal of time and money researching what type of programming will deliver the best return on their investment.
RADIO PROMOTION
The product of a commercial radio station is their programming. The owners of radio stations spend a great deal of time and money researching what type of programming will deliver the best return on their investment.
THE PROGRAM DIRECTOR
One of the most important positions at a radio station is the Program Director. His or her job is to select the right DJ's for the stations format. DJ's are selected primarily for their personalities, and their ability to attract an audience. The most listened to times of day are mornings and early evenings. The best talent available is selected to be on the air during these hours, and the music played is generally selected by the Programming Directors, and in many cases by "Consultants" who specialize in selecting the music for a particular format.
The stations make most of their revenue by selling air time to advertisers. The stations select a format that they believe will attract a significant audience, which they deliver to the advertisers. Obviously, different formats attract different listeners. For example, alternative rock stations attract the 12-25 demographic, and in turn there are companies and products that look for that segment of the population to reach with their ads.. Whatever the format or segment of the population is selected, the stations goal is to choose music that appeals to the broadest possible audience within a segment of the population.
At most major market stations Music Directors deal with the labels, but it can also be that the Program Director acts as the Music Director. Find out what each station's policy is before you send "promo CDs". A courtesy letter to each station (before sending your CD may be money and time well spent.
PAYOLA
Record labels send "promotional copies" of their new releases to radio stations. The labels provide "Radio One Sheets" that list marketing and promotional plans, artist bio information, and other information aimed at convincing the Music Directors to play the record. Promises of gifts, favors, and label support of various kinds are also used.
Payola has been around in one form or another since the 1950's. The techniques above are more often the order today. However, the cash payment of money to key station personnel is still a factor in commercial radio. What is more prevalent is when imaginative minds find ways to legally get around the laws pertaining to payola. "Hiring" PD's to "advise" record labels on what they think of a particular song, can put extra cash into the PD's pocket, and result in those particular songs showing up more frequently on the station's playlists
THE ARBITRON RATINGS
It is essential for radio stations to monitor their audience. The Arbitron Ratings are the bible for listener information. Stations subscribe to these ratings which are conducted throughout the year, and give stations, labels, and advertisers feedback on how well a station is doing delivering their programming to the audience, and delivering a select audience to the advertisers.
COLLEGE STATIONS
If a new artist or band is looking for their first air play, their best chance is at college radio, and public/community stations due to the diverse programming commitments that these stations embrace. Be forewarned however; the amount of product being sent to any and all stations is at an all time high. Be professional, prepared, persistent, and patient when dealing with radio stations, non-commercial or commercial. "Follow up" and "Thank you" calls are highly recommended.
BROADCAST DATA SYSTEMS
This remarkable technology changed the way radio reported its pallets. Now there is a higher chance of accuracy in determining what songs and records are played, as well as how often the songs are played. Along with the soundscan system for tracking retail sales of CD's and tapes, "BDS" is a welcome change that helps artists, labels, and radio stations do their business more accurately.
TRADE PUBLICATIONS: RADIO & RECORDS, GAVIN, CMJ etc.
The charts found in the Trades are used by the labels to track the success of a new record. The Label Reps analyze and study these weekly charts, and the individual station playlists are also carefully studied. The labels can use the information found in the charts and playlists to continue their promotion and marketing campaigns, to go back to the stations to thank them for their support, or encourage more air play, or to convince stations who haven't played the record to do so.
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