Tweaking the nerve

Everyone has a nerve. Many people have more than one. If you want to be a truly effective radio professional you have to know how to reach through the radio, find that nerve and gently pluck it. You will then be able to play with peoples’ emotions. It sounds ruthless, I know, but then most…

In-jokes – kick them out

The listener is a funny character; not funny ha-ha, nor funny strange; more funny pain-in-the-butt, because it’s so hard to really please them. When you think about it, there are tens, maybe hundreds of thousands of different people listening to your show, all of whom are made happy by different things; all of whom find…

Profiling: not nice, but necessary

‘Profiling’ – the process of allocating ‘typical’ or stereotypical characteristics to a person or persons based on, say, physical attributes is usually not particularly nice; ask anyone of Middle Eastern descent who’s been grilled by customs officials at JFK. However in our business it’s an essential portal to effective radio. If I were to ask…

Upending expectation

Whenever I mentor radio talent they invariably bring up the subject of humour; which makes sense because unless you have somehow made a career in radio by being nothing more than a miserable old tosser, you have to use humour; arguably the more the merrier (if you excuse the pun). Most talent I know rely…

Creating purpose in what you do on-air

Another secret to producing reactive radio is PURPOSE. This must come through in everything you play and everything you say. This is, excuse the pun, easier said than done. The shift in most music format radio stations is to reduce speech content under the maxim of ‘more music, less talk’. Combined with strict playlisting, this…

Challenging the listener

There are two types of on-air radio professionals: radio presenters and radio personalities. The former follow formatics and do the job, the latter make radio exciting. The secret to effective radio, i.e. making sure your show is exciting by standing out from the crowd, can be found in one word: REACTION. Many radio professionals think that…