Clearing out old e-mail and came across the following from Pinnacle Media Worldwide.
The news, five minutes sooner” was one of the counter- programming tactics the late Rick Sklar used when programming the legendary WABC-AM/New York in the 60s and 70s. While every New York City station was presenting news at the top of the hour, WABC delivered the news at 55 minutes after the hour. Rick knew being different was good, and presenting the news “five minutes sooner” allowed WABC to play music while every other station was talking and let news junkies know that they could hear news 5 minutes earlier than anywhere else. It was counter- programming tactics like this that helped WABC become the most listened to station in US radio history.
I can remember in one of the many CHR battles I fought, we deliberately hired a station voice talent that sounded completely different than the big deep generic voice heard on the competition. What Bobby Ocean lacks in resonate pipes, he makes up for in style. Bobby has an extraordinary ability to use his tenor voice like a fine-tuned musical instrument. He is phenomenal at bringing copy to life and painting pictures in listener’s minds. Bobby made a difference, and helped us turn around the station and annihilate the competition in 90 days.
The DMG Radio Group in Australia built a strategy on counter-programming the long commercial breaks heard on most stations Down Under. Instead of subjecting listeners to 10 ads in a row, the Nova stations promised to never play more than 2 ads in a row. And you know what, its working. Their stations in Sydney, Melbourne and Perth have become market leaders in a very short amount of time.
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