What Are People Hiring You For?

by John Frost, Goodratings Strategic Service

It's a fundamental question that we seldom ask---what are main reasons people tune to our station? Or as my friend Mark Ramsey likes to ask, "What are people hiring you for?"

If you don't know, ask them. If you think it's not important enough to ask them (see: do research) at least put your ear to the ground and hear the rumblings. It's likely that you'll hear some reoccurring themes.

If trivia, celebrity birthdays, obituaries, newscasts about drug busts and armed robberies, children's radio theatre, and the Southern Gospel hour aren't why people hire your station, you likely have a problem.

The more you do the main things for which your listeners come to you the more successful you'll be.

Or you could just do like Arby's and think that people come to you for fish.

(Seen recently on their changeable letter sign.... "Fish, 2 for $4")