Tag Archives: Audience Engagement
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VIDEO: How’s Your Relationship?

On this Valentine’s Day, I thought it would be appropriate to re-post this classic video produced by Microsoft Digital Advertising Solutions in 2009.  The message is actually more relevant today!  We must use all of our on-air, on-line, and on-site assets to engage our audience (as well as to increase market share). Marketing is no longer one-way communication, it’s a dialogue.  Consumers have changed.  The way we reach them must change, too.

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PDs take note of MSNBC

Everyone who knows me knows that I’m a fan of Fox News Channel.  It’s on 24/7 in my office and at least one of my TVs at home.  The reasons are obvious when you watch this, this, or this great segment from Comedy Central.  But, tonight I watched the official network of the Obama campaign, MSNBC.

Why?  I was sucked into the feud between Keith Olbermann and Joe Scarborough.

If you don’t know what I’m talking about, Morning Joe has become increasingly vocal in his discontent with the liberal network’s support of Obama.  I mean, all the networks are in the can for the chosen one, but no one is more blatant about it than “MSDNC.”

Okay, before I go on a political tangent, let me stop because this blog is not about political beliefs.  And, if you respect mine, I’ll respect yours.  But, I do want to point out this developing on-air feud between Scarborough, Olbermann, and some of their other pundits.

It started on night one of the DNC’08 Convention in Denver when Olbermann made a comment without realizing his microphone was live.  Watch it here.  It spilled over to the next morning, as you see in this clip.  And, those are not the only instances when the animosity between Scarborough and his more liberal colleagues is evident.

And, it’s exactly why I watched MSNBC instead of my beloved Fox News … I wanted to see if there were any fireworks tonight.  I was disappointed, but I bet I flip back and forth for the rest of this week and during next week’s GOP gathering.

Conflict = Drama = Engagement = Ratings

My fellow program directors, commit that formula to memory.

Conflict = Drama = Engagement = Ratings

This doesn’t mean your air personalities have to hate each other; but, even the smallest of conflict may be exploited to create plot lines that will bring listeners/viewers back for more!  I’m not recommending music stations create a serious political feud between morning and afternoon shows; but, any conflict over who is the better dresser, better kisser, cheers for the best high school football team, or has a favorite pizza joint can be put in the spotlight for more engaging content.

Bring your key personalities, include minor cast players, and find out everything you can about their likes and dislikes … look for potential conflict around which you can build recurring themes and serial content.  If you do, the result will be more appointment listening, “must hear radio,” and higher ratings.

Take that to the bank!

Disagree, leave me a comment … and watch our conflict attract more participants on the blog 🙂


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