Effective Radio Station Liners and Promo Writing for Today’s Market
Look around and what do you see? Ipods®, mini Ipods®, Cell
Phones, Satellite radio, Internet radio and Tivo®. Excited about
being in the radio industry today? Since I first entered the
world of radio in 1976 I have seen the landscape change, but few
stations have changed with the times. The one noticeable lack of
change has been in the liner department. The same plan of attack
as always. Find a voice, have them cut a few lines every week
for freshness and that’s it. Creativity is relegated to the
program director (PD) who has enough work for two people. Most
PD’s have had their creative juices squeezed out of them with
meeting after meeting. You need a creative force on your side. A
member of your team that is not in the daily grind, but on the
outside looking in with an objective view.
Scott Radio (www.scottradio.com) has over twenty years of radio
experience, a fresh approach and voice that will help your
station beat not only the other forces on the dial, but all the
other options available to the consumer. The market share will
continue to decline as newer video games, better ipod® devices
and technology yet realized find their way into our reality. Are
you positioned for this battle?
Promos, liners and sweepers are not something you write because
they are funny or creative, they are written because they fit
the “big picture” concept of the station. Just like the music
must have a “feel” so must the liners and other elements. So
often the “feel” part of the process is determined by the voice.
Scott Radio knows it is much more.
