With Christmas right around the corner, we’re pleased to offer our readers this Classic Media Information Bureau installment from longtime Adult Contemporary programming consultant Gary Berkowitz.
Happy holidays, and best wishes on a successful “Holiday” ratings book.
Gary Berkowitz and the Independent Broadcasters Association (IBA) have teamed up to offer programming and content services to IBA Members.
Berkowitz said, “I understand the rating and revenue challenges that independent broadcasters feel. I look forward to working with IBA members to keep their on-air product top-notch.”
By Gary Berkowitz
Christmas is one month away. If your company has stations that are presently airing all-Christmas music, making sure they sound great throughout the holiday season is of utmost importance. Here is a 10-point programming checklist to keep the holiday tunes sound fresh through December 25.
- Play the right music. There are only so many hit Christmas songs out there. For some reason, many programmers like to expand their libraries at Christmas time. I say keep it tight, and only play the holiday hits.
- Introduce high production values, including holiday jingles. If you cannot get new Christmas jingles, take your current ones and be creative. Add bells, chimes, and ho-ho-ho’s to make them sound like Christmas. At the same time, keep your imaging fresh, warm and very holiday-centered.
- Air listener testimonials that say how much they are enjoying it. There’s nothing better than having the listener say how getting into the season always sound great when tuned to your station. Keep the listener feeling up and happy. Most importantly, promote the benefits of listening to your station. Make sure that the jocks and production people record all incoming listener calls for testimonials, top-of-the-hour IDs, etc.
- Use cheery holiday beds under jocks going into stop sets. They need not be loud, but having them there will sound good.
- All live liners and recorded sweepers should refer to Christmas. Don’t forget about being “bringing the holidays to work” promotional announcements.
- Your air personalities should totally be into the holidays. All live raps should communicate the season and the good feelings it brings.
- Get involved with as many Christmas promotions as possible. Local events, big shows that are coming to town and civic ceremonies could pair well with your home of the holiday hits. On-air Christmas promotions such as the “Christmas Song of the Day” also work well.
- Run promos to brand your station as THE CHRISTMAS MUSIC STATION. Follow it up with a Christmas power cut. Don’t be afraid to refer to your music as “Christmas Music,” versus “Holiday Music.”
- Change your Nielsen Audio SIP to reflect “Christmas Music.” You would be amazed at how many diary-market radio stations forget this and potentially lose ratings credit.
- Be seen and heard this holiday season. Advertise your Christmas programming everywhere you can. One of my client stations uses sandwich boards with part-timers walking with them in front of malls starting the day after Thanksgiving. They pay special attention to cars that are leaving, so they will turn on their station for Christmas music.
Merry Christmas, and may your ratings be bright.
Gary Berkowitz is a programming consultant specializing in AC Radio. He can be reached via e-mail at [email protected].
