Broadcasters are increasingly aware that – even in a PPM-rated world – it’s not enough to cling to listening occasions like they’re life rafts in a vast and dangerous ocean.
You can only keep people listening for so long when you eliminate turn-offs. Eventually you need to focus on turn-ons – things that will bring listeners back again and again.
Remember, eliminating turn-offs has nothing to do with bringing back listeners because they are deaf to your turn-offs when they have already turned you off.
If listeners are bees, what’s your honey? What do listeners really want?
That’s the question I was trying to answer in this presentation I delivered to a broadcast group recently. It contains some important points, so I hope you enjoy it. Just click the video below.
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