I have heard all these five myths cited by self-proclaimed radio programming "experts" – including consultants, program managers, and directors.
Not only is it wrong. It is harmful to the radio station's ability to attract and maintain loyal listeners and health ratings.
1. "People don't remember DJ names. Therefore, there is no point in training talent on the radio."
Some programming consultant actually said that in a trade publication publication.
If your hosts do not host enough communication with your audience to be forgotten, then Air Talent Training should be your top concern.
2. "You can't get people to listen for more than 30 minutes, so don't waste your time trying."
If you think so, I am sure you think it is impossible to fix a broken carburetor.
After all, I can't fix the carburetor.
It reminds me of the session of the Radio Conferences Committee that I had years ago.
Someone in the audience asked, " Is it possible to teach someone to be a radio personality? "
Another player answered the board, "No, it can't be done. I know that, because I tried."
he is Teaching someone to be a character cannot be taught. But there are others who can.
I can't fix the carburetor. But there are others who can.
Many programmers cannot get people to listen for more than 30 minutes. But there are others who can.
I have seen their reviews.
3. "Giving your name repeatedly is disgusting."
At a music station, hosts must submit their names frequently.
As in, "every break."
Ensure that listeners know who you are humble, not bragging.
It's also good for your rankings (in markets that use self-report metrics and rely on callbacks).
4. "The audience cares about you."
Practically every DJ in the world (including me), at one time, worked for the program director or director who said that.
Of course, of course They care about you!
If you make a personal, human contact with them.
If you are a personal, not just a "broadcaster."
(The difference is … the announcer does not say anything worth listening to.)
5. "Never say 'I'm.'
This is a great one among style consultants and some station managers who have not been successful radio personalities.
You know the stereotype of someone who couldn't make it radio and instead became a consultant?
I was offered a critique of air talent written by one of those "Can't find a job in America, until I became an overseas consultant." She ordered talent, "Use the word YOU instead of the word 'to deepen engagement.'"
(Yes, she said "To deepen engagement." Scary, right?)
According to her, when you use the world "you," then the dull material magically becomes … mother, attractive.
Now, I have used the word "I" in this article eight times so far.
Do you find this article impersonal?
You should have said, "Can't you fix the carburetor"?
In your daily conversations with friends and colleagues, do You are Ever say "me"?
Well guess what: The good radio show is nothing more than a conversation between the host and the audience.
But you still think it is wrong to say "I"?
OK. Test it yourself:
Listen to the top 20 rated air characters in America. They all say "me," "me," and "me." Likewise, "you", "your" and "your".
I guarantee that. I mean, " You are Guarantee that. "