(By John Shomby) How many times have we, as programmers, gone into a last-minute frenzy to organize and schedule holiday programming? I’m not just referring to Christmas and end-of-year but other days that are holidays or special days on the calendar.
We annually forget that these days come up literally at the same time every year. No changes. No cancellations. Always on the schedule. So, then why do we wait until the last minute, for the most part?
The days of which I speak? – Christmas and New Year’s Days, of course; MLK Day, Valentine’s Day, Easter, Memorial Day, Fourth of July, Labor Day, 9/11, Halloween, Veterans Day, and Thanksgiving. I’m sure all these days are addressed, in some way, with your programming BUT, what if you had more time to brainstorm and plan for something really memorable?
Create your own Holiday Programming Calendar that covers these days and plan accordingly.
Do we have to go just All-Christmas? Is there something else within the music that can attract more tune-in or memorability? Do we always have to do a year-end countdown? Can we create something a little more attuned to the day rather than the time of year? Maybe it’s a day of core artists’ Christmas memories and/or New Year’s resolutions sprinkled in and/or a slice of party music the night before on New Year’s Eve? Maybe there is something creative to run on MLK Day that can show the sensitivity of the station and/or format!
And, Valentine’s Day, what an opportunity for on-air programming!!! Aside from the usual jewelry or romantic trip giveaways, how about something different, musically? At one station, we did a Breakup-to-Makeup Valentine’s Day with several two-song sets per hour – the first one a breakup song and the second a makeup song (I have a list if you need some). At that same station, with the new GAL-entine’s Day the day previous, we played several sets of female-only artists per hour. Once again, artists telling how they met their significant other could also grab some attention.
Virtual Easter Egg Hunts on your website can be very exciting and entertaining for listeners and make some $$$ for your sales staff. The Spring Concert season kicks off around then so how about some live music sets through Easter weekend? The concert tours get set earlier these days so most are on the books which will help your planning process.
Memorial Day, 4th of July, 9/11 and Veterans Day bring the usual patriotic music but, maybe, involving local first responders and military as guest personalities is an additional way to commemorate the holiday.
Want your Thanksgiving moments to take a funny edge in comparison to the poignant? I remember at one station, we had some fun playing snippets of some of the musical “turkeys” of the past.
You see my point. These days never change, year to year, so why not take some time and REALLY brainstorm with your staff and come up with some different ways to commemorate? If, and when, you do your planning for next year include these days as an integral part of your special programming. Don’t wait until a month or a few weeks ahead of the holiday.
One final note – if you’re planning for the Christmas holidays now, you’re almost too late. Have something ready to roll early enough and set yourself apart!!
Based in Nashville, TN, John Shomby is the owner and CEO of Country’s Radio Coach. He is focused on coaching and mentoring artists, radio programmers, and on-air talent to help them grow and develop inside the radio station and the industry. Reach John at [email protected] and 757-323-1460. Read John’s Radio Ink archives here.
