AudioGreat breaks achieve a positive strategic goal back to the show. They communicate, both in content and presentation, something about the show plot. Breaks which score are real, relevant, and fun. They earn you valuable images. Here are some breaks by Reynolds Group shows which achieve this.
We control how people feel about our brand. It’s in our power, based on how we do our content, to communicate the vibe and emotion listeners leave with. After the Trump win, The Cruz Show, Power 106, Los Angeles, processed very carefully if they wanted their fans to hear a break the morning after the election unhappy and with despair or hopeful, despite the election not going their way as a radio station targeting Hispanics listeners. They had the power to be negative or lack hope. They went in the opposite direction taking calls, even from Hispanic Trump fans, to let people know their voice is heard on the show even if they disagree and that, most importantly, they wanted them to be positive. In controlling the emotion, as expressly shown and and stated in this break, they leave their P1s with a message that ultimately builds who they are as people. This is strategically created radio.
Fun benchmarks serve two main purposes for a show: they help develop significant “fun” images. Shows cannot win if they’re not perceived as fun by their audience. This is one of the chief reasons listeners turn you on – there is no show that can win without this image. The other benefit of a terrific benchmark is that it creates an appointment into the show for listeners. Considering PPM is a game of occasions, unique and fun benchmarks do this for you. Trivia and games are an easy vehicle to develop into a benchmark because they are vicarious. But…(important), it’s how you do it that gives you both benefits. Any TV game show is basically built around trivia. Its execution is what cannot be duplicated. At Amanda and Jesse, B105, Cincinnati, we took the typical “name a certain number of items in a category” game and created Beat the Bear, where the caller has to name the category items or…they’ll be mauled by a bear. Few have survived, which is the hook for the win. Here is an example of an effective, strategic benchmark.
The goal each morning is to be silly and fun in a way that reflects your brand and your program’s collective sense-of-humor. The Big Dave Show, B105, Cincinnati has a highly opinionated, terrifically goofy listener who always calls that they’ve turned into a recurring character for Halloween in a feature called What Would Scarecrow Do? Listeners call with their Halloween costume dilemma and Scarecrow has at it. With the tension of the presidential race and the world, your audience is looking for a respite from the stresses of life. Humor cures anxiety and there is lots of it. This show (Big Dave, Chelsie, and Statt) are picking up a CMA Award this week in Nashville for the Best Large Market Show (exceptionally proud, it’s very deserved). This goofy audio is a four-minute break from the world, which is exactly what the doctor ordered. You’ll love the jingle.
If you do “news” or a trending feature on the show, let’s huddle up and talk about why. It’s not to convey information – it’s highly likely a station exists in your market that is an expert at delivering information around the stories of the day to those tuning in. They come to you for fun and perspective. A goal for every show I work with is to make the audience wonder what the talent’s take is on the news stories of the day. That is the engaging part of doing a news feature – and what makes it work. Here’s an information break done on Bud and Broadway, WIL, St. Louis. The stories chosen come from the day’s headlines. But it’s their commentary, their take, and their laughter that elevates this break for a strategic win.
You must be in the moment for content. You must be in the moment for content. You must be in the moment for content. There – I said it three times so I must mean it. We live in this pop culture world. So much so that shows that win big own the topics of the day in a way their competitor cannot. Ken Bone was the guy in the red sweater at the second presidential debate in St. Louis who asked the question about climate change. Ken (or more importantly his red sweater) made for an internet sensation. So…Spencer’s Neighborhood, 106.5 The Arch, St. Louis, tracked Ken down (he’s local) for an in-studio interview. Inviting him into The Bone Zone, they talked with him about his debate appearance, but then had him read some tweets about himself, thus creating a fun moment, around a top of the day, that our competitors did not have. What are you doing around those Hot Topics that’s unique to you? This interview is an A+ all the way around.
You want to connect with your demo? Understand what their life is like day-to-day. These are conversations you should also be having in your prep sessions – even asking people in the building who are the demo about the things going on in their lives to broaden the conversation. Karson and Kennedy, MIX 104.1, Boston, heard about a local woman who was going on strike in her home because her kids and husband did nothing around the house. The easy part is getting her on for an interview. Elevate the creative by committing to checking on her regularly throughout the strike for support and then bringing the narrative arc to a conclusion for her and the audience by brokering a peace accord. One of the check-ins is below. Every female listening to this show is nodding in agreement and laughing along with the storyline, forging yet another connection point for the talent with the demo.
When telling a personal experience story, consider in prep a new question that will improve the energy of the break by asking, if the story includes other people, if having them tell it with you makes it more whole. Brando, on Spencer’s Neighborhood, 106.5, The Arch, St. Louis, had an exchange with his young son and wife which resulted in the kid commenting on who the boss was in the family. Had the team just allowed Brando to tell the audience everything, including what his son and wife said, it would have been somewhat one-dimensional, devoid of a certain authenticity and energy as he was speaking for the other people in the story. Not here. The team appropriately had Brando’s son and wife on-the-air to recount their parts, thus making the story more organic and fun, creating great dimension to keep the audience engaged throughout.
You hear it every election cycle: celebrities who are moving to Canada if a certain presidential candidate wins. Drew Steele, who hosts Daybreak on FOX News 92.5, Ft. Myers, FL does regular updates of stars making the pledge, along with playing the Canadian National Anthem. Our plot is conservative politics on Daybreak, yet we understand no one wants to wake up to the typical anger and bombast the genre is known for. When people wake up they want to be put in good moods. So, we handle things like this from a position of humor and silliness. A break like this completely fits what the show is about, yet it allows Drew to showcase his perspective and sense of humor.
This one falls in the category of “please don’t tell me you can’t be local and you can’t be fun in under 2:30”!! Oftentimes shows believe the more time they have in the break, the better it’ll be. Rob and Joss, Froggy 92.9, Santa Rosa, CA prove otherwise. As a yearly feature at the beginning of the school year in each September, Rob chooses one daily school district’s lunch offering and sings the menu for the audience. With a game plan on how we’ll entertain, you can structure a break efficiently so you don’t waste listeners’ time and can get to the payoff quickly (listeners require payoffs). We do this as a seasonal feature each year on the show and bounce it around the clock so all the audiences hear at least one. What’s important is to connect with the audience in the content you choose, create entertainment from it so those who don’t care are having a good time, and do it quickly to score the most points. This does that.
Talent get endorsement fees and radio stations charge a higher rate for live spots because personalities have credibility. The big question on live reads, though, is do you deliver the live read like a commercial or is it conversational and presented as content? Here is a very unique live read from Bud and Broadway, WIL, St. Louis which elevates one endorsement spot. They recorded a live read for The Good Feet Store. Only problem was that Broadway hit the wrong button and it slowed the audio down just enough for them to sound drunk. Instead of re-recording it, they aired it. A few things happen here: they make fun of themselves (very good) and, because the read is so funny, the commercial message for the client cuts through even more. Not every client would let you do this, but presenting a spot for a client the way they did effectively turned it into fun content.