It’s A Solid Gold Weekend! | TALKERS magazine - “The bible of talk media.” : TALKERS magazine – “The bible of talk media.”

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Weekends: Healing Talk Radio’s Achilles Heel

| February 23, 2015

By Holland Cooke
Radio Consultant
cookeBLOCK ISLAND, RI — Plain talk: At too many stations – some with once-proud call letters – weekends are an embarrassment.  Through utter neglect, stations injure ratings and leave money on the table.

In many cases, management doesn’t even listen on Saturday and Sunday, either because:

a)      They don’t dare listen.  It’s like a solar eclipse: “Look away!!!”  They know their weekend is a wasteland of automation misfires and pay-for-play shows, the audition for which was the check didn’t bounce.  Management just shrugs.

b)      They can’t listen.  There are more stations in the cluster than they can manage, and the one dismissively referred to as “the AM” gets short shrift.  No names, but one station I hear airs the same disclaimer copy before and after paid shows.  The voice (who was PD two-PDs-ago) says “THE FOLLOWING PROGRAM…” after the show has ended.

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