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Buzz Knight

How Many People Are You Reaching?


In a business like ours, which is designed to reach and be consumed, it's not only about the ears you attract, but it's also about the number of eyeballs that get to check you out at any given time. Do you constantly challenge your team to push the number of eyeballs and ears that check you out and try your brand? Isn't this the core principal beyond your brand promise that will drive you to success?

Are you keeping daily and weekly track of the eyeballs and ears that are exposed to your radio station? If not,you should. Are you setting monthly goals of the number of listeners that your various personalities meet and overall station goals? You should be. Here are five simple points that could help you in the battle for eyeball exposure. I realize these aren't new earth shattering revelations, but, if you make them a priority you will reap rewards.

1) Why have a station van if it's generally in the parking lot?
This makes me especially insane when it comes to drive times. Get those roving billboards in high traffic locations rather than only at paid promotional appearances. If you're not getting the vehicle out on the streets, at least park them in your own parking area in a front and center location so your logo can be seen by those that drive by.

2) Explore ways to imbed yourself in local communities that attach your station to the passion points of your listeners lives. The more you specifically learn about the makeup of a zip code, the better you can serve it.

3) Watch for local angles to serve topical cause related needs that help your communities and expose your radio station at the same time. Radio plays a vital role in serving our communities. If you follow your heart, you'll do the correct thing for your brand and your market.

4) Get your teams consistently to set up an events calendar at least 90 days out for big local events and festivals within your communities.

5) Most importantly, make this a daily and consistent priority.

Let's learn something from the political campaign cycle that we can use for our brands. Great local brands need to get out on the street and be a part of the lives of a marketplace. It's a big part of our competitive difference!


Buzz Knight is the Vice President of Program Development for Greater Media and he can be reached at Knight was named among “Best Programmers” by Radio Ink Magazine in 2007 and 2010. He has served on the programming subcommittee of the National Association of Broadcasters(NAB) and is currently a member of the Arbitron Radio Advisory Council and the National Association of Broadcasters (NAB) COLRAM Committee.