Rock Radio has conceded night-time listening for years. Now perhaps there’s an opportunity to get some listening back.
To save money on a daypart that is apparently not very important, broadcasters have opted for banal voicetracking. No wonder listening is down at night. Who wants to listen to an automated-sounding DJ going through the motions? Talk about self-fulfilling prophesies.
So if the budget doesn’t permit a live jock (or a good jock) at night, and there are no syndicated solutions, what can stations do? Think about the “shuffle” solutions that we’ve talked about in this space and in client advisories. Instead of trying to provide the fake sensation there’s a live personality in the studio, why not give up on that idea altogether, and make the station sound like it’s on shuffle?
Add in some unexpected titles, program in segues, cut back on the production, and promote that the station is going to go on shuffle at night – playing everything in the library in a random order. Maybe, just maybe, we can energize nights by providing an environment that’s different, and more congruent with what listeners want and need during these hours.