(By Gary Berkowitz) New music is at a low point. Right now is not the time to be aggressive with new, unfamiliar songs in AC radio. Be patient. It will come back.
AC music tastes, in general have changed. Upbeat & feel good is on top. Downtempo-dark sounds are out. Just when you think they’re “always the same” they are not.
If you’re running more recorded liners and sweepers than you are live talent breaks, you’re on the wrong road. Radio is all about its personalities. Without them we are a lonely jukebox.
Having a positive personality is more important than ever. Does your station have a “personality”? If not, that is your summer project.
Has your positioning message become wallpaper? Its easy to happen. Now is the time to freshen it and make it pop.
Summer is almost here. America is coming out of the darkest year and a half ever. People are feeling a renewed hope for the future. Do you have that sound? Are you helping them feel fresh & renewed?
Gary Berkowitz specializes in ratings improvement for AC and Classic Hits radio stations: Gary can be reached at (248) 737-3727 or [email protected]. www.garyberk.com
Words of wisdom Gary…right on target.