New Rules?

With apologies to Bill Maher and HBO, the concept of some rules seeming to be constant and others requiring updating came to mind as I was cleaning out old files from two decades ago. I came across a monitor of a very successful Country station, noting 10 things they were doing, some of which still work in today's radio and some of which require revision in light of PPM measurement and changing demographics and culture:

1. Two simultaneous contests -- one to promote TSL (Count the Country Favorites) and one to promote cume (Country Cruiser/Super Stickers, free coffee at remote location all morning until 9).
New rule: Contests are not as important as crisp, concise, compelling content. Off-air cume-building and direct marketing may be a more effective way to spend your money than attempting to bribe listeners to listen longer.

2. Clear, simple positioning: Country Favorites, Today's Country, New Country, Classic Country, The Legends.
This one still works. Own one word.

3. Everybody has a nickname: "Uncle" this, "Rhymin' that, "Dancin'" this, etc. No nicknames for news people!
Crazy names still help convey character and personality, but authenticity is even more important than just adopting a zany name. News people? What are they?

4. News on hour and half-hour, headlines at :15 and :45. Lots of service elements -- staff meteorologist, traffic reporter. Fresh story selection, avoiding the sense that "the same stories are repeated all morning." A good news teaser that SAYS this clearly: "Coming up, stories we've haven't covered yet (headline)..."
Freshness remains a good rule, repetition is still the enemy, but who has time to wait for a newscast today?

5. They use a format-specific comedy service, but LOCALIZE everything (i.e., Randy Travesty/Pint of Light song parody).
Localization remains crucial, but pre-produced content and interviews have to be trimmed to the bone.

6. Name the show: Breakfast Flakes. Name the elements: Highway Patrol Traffic, Radar weather.
Branding is still a good idea, but what you do and how well you do it now defines your brand far more effectively than any clever name.

7. Production. Morning show jingles, beat beds behind everything. Lots of music and sound effects to keep momentum moving. They don't limit length of anything, but keep it high energy and limit to one fully developed punch line per set. Produced intros (short and a BIG variety of them) on everything. Production inside news: intro, punctuators before spot, weather and traffic sounders.
That was then, this is now: contemporary, organic, spontaneous, tight.

8. Involvement. Many listeners on the phone. At least one such phone bit per quarter-hour.
In 2009, that still applies, but now you add texting, e-mailing, IMing and social networking to the ways listeners share their stories. If they aren't part of creating the content, it's not engaging enough.

9. At the start of each hour (5:59 and 6:59), they immediately promote to 6:20 and 7:20a with a specific reason to listen an extra quarter hour.
That "old" rule still rules with me.

10. Double-time sells. Analog and digital.
Talk about outmoded! Who needs the radio today to tell what time it is? Scratch rule #10. Completely irrelevant today.

10a. No mixed messages, cynical attitude, dirty stuff. Funny, bright, warm, friendly attitude.
Now, that's a Rule #10 that has stood the test of time.