Current Issue:



October 27, 2014:
The BEST
MANAGERS
in RADIO

On The Cover
ABC News Radio VP/GM Steve Jones





Click here to subscribe to Radio Ink.






Radio Ink Writers




















Randy Lane

Are Your Features on Autopilot?

7-9-2012

By Randy Lane and Angela Perelli

 

If your show has been successful for a while, or if the ratings are stalling, it might be time for a content mapping session. The idea behind content mapping is that all products, services, benchmarks, features, etc. have a life cycle. You must be honest and clear on where every regularly aired feature is in its marketing life cycle.

Make a list of any and all show benchmarks and regular features, including information and service elements. Score each individual element on a 1-3 scale:

1 = Perfect as is
2 = Needs improvement or a fresh twist
3 = Has run its course; time to pull
We know that PPM-winning shows do their "A" material more often. For the features in the 1 group (perfect as is):

-- Does it make sense to run them more often?
-- Can a "Stupid News" segment run twice per show instead of once?
-- Can that great guest you have on once a month come in every two weeks?
-- Are you maximizing your best material by replaying them the next morning in other hours (or dayparts) to expose them to new cume?

Here are some ideas for the 2s:

-- Brainstorm ways to improve or create a fresh angle. For example, "Bad Boyfriend Poker" could become "Psycho Ex-Girlfriend Poker" or "Bad Mother-in-Law Poker" once in a while. "Battle of the Sexes" can become "Battle of the Sexual Orientation" (gay men vs. straight men).
-- Come up with a fresh, catchier name.
-- Add new sound bites or a more attention-getting open and/or close.
-- Consider having a different player anchor the feature, based on their on-air role and character. -- Some games are more dynamic with two players rather than one. Can you alter the mechanics slightly to add more drama?

For the bits in the 3 category:

-- Devise an exit strategy.
-- Dump immediately if there'd be no sales/promotional fallout.
-- Most importantly, brainstorm new elements that are fresh and fun to take their place. It is much more challenging to create, than to eliminate, content.

Email randy@randylane.net
Read more at his website
Like to The Randy Lane Company on Facebook facebook.com/TheRandyLaneCompany
Follow Randy Lane on Twitter www.twitter.com/TheRandyLaneCo

Angela Perelli is a SVP at the The Randy Lane Company (www.randylane.net). She can be reached at angela@randylane.net  www.facebook.com/TheRandyLaneCompany  www.twitter.com/TheRandyLaneCo




(8/29/2014 12:10:14 AM)
i4QeMQ <a href="http://rsfcterlurqe.com/">rsfcterlurqe</a>, [url=http://zecblvynafnx.com/]zecblvynafnx[/url], [link=http://jbwiiqxtveob.com/]jbwiiqxtveob[/link], http://kvbqjnxasdyl.com/

- QmGmgTsnxeqmDRFE
(7/4/2014 5:03:48 PM)
m1EMqL <a href="http://myiwovgxkhkl.com/">myiwovgxkhkl</a>, [url=http://fwbrciyerjhq.com/]fwbrciyerjhq[/url], [link=http://lbmcvrnwhehd.com/]lbmcvrnwhehd[/link], http://vfmwyfjacsoy.com/

-
(7/19/2013 9:08:46 PM)
Professional Runescape Gold Team in RSfarmer.com!Buy Runescape Gold,RS Gold with Cheapest Prices,24/7 Services,Fast Delivery and Safe Trade http://www.rsfarmer.com

- anna
(1/29/2013 8:43:47 PM)
Houston all-star game reserve power prediction
<a href=http://www.cheapadidassoccershoes.com>cleats for soccer</a>
Next Wednesday before the deadline, I think we this piece of prediction single, perhaps it is precisely what they need.
On Friday afternoon NBA coaches each received all-star voting guidelines.
Owen although is a small green under the age of 21, but its efficiency value (21.94) in the point guard ranked in the top five. Of course, due to the club's poor record (10-31), he inevit

- mffrldf
(1/28/2013 4:11:11 AM)
Official: Uruguay national loan Spanish midfielder albin
<a href=http://www.kobe7shoescheap.com>kobe 7 shoes</a>
Spanish club officials announced that the team at the age of 26 Uruguay midfielder Juan - albin (JuanAlbin) has been on loan to Uruguay serie a national team (ClubNacionaldeFootball), a charter to the end of the season, the nation has buyout option. Albin 2011 from getafe to move to Spain, the Spanish people played 13 games, into two goals. The Spaniard also announced that new signi

- Gugbxc

Add a Comment | View All Comments

 

Send This Story To A Friend



 
Advertisements

Advertisements