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If you want to improve Time Spent Listening,
then you need to TEASE your listeners.
Programmers spend an enormous amount of time
agonizing over music flow and stop set
placement, when it's the station's personalities
that can have the most profound effect on
keeping listeners tuned to your station through
your ad breaks.
| Bring back the TEASE! |
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TV has perfected the art of the tease, while
music radio has all but given up this effective
TSL builder. Television news programs and
entertainment programs, like "Entertainment
Tonight", devote an enormous amount of time to
teasing. Why, because it works. Teasing will
increase Time Spent Listening.
Get inside your listeners' minds... Click here. »
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| 80-20 Rule Of Teasing |
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It's not enough just to say: "Coming up we've
got Matchbox 20 and No Doubt." Consultant,
Randy Lane, uses the 80-20 Rule of
Teasing "Always leave the listeners wanting
more by giving the 80% of the story - just
enough specifics to make an upcoming story or
feature alluring. By leaving out the 20%
resolution of an intriguing story you've
emotionally engaged listeners in your content by
piquing their imaginations."
Examples: "The rumors are rampant over Brad Pitt
and Jennifer Anniston's split. We think we found
the culprit. We will tell you who has been
spotted on Brad's arm next." Or, "Just how much
snow will we get tomorrow? We will tell you next
in our 3 Day
Forecast."
Casey Kasem, host of American Top
40 is one of the masters
of Teasing. His powerful teases have hooked
listeners through ad breaks for over 30 years.
Here are a few of Casey Kasem's teases from his
very first countdown in
1970:
"Next an American singer who is so
popular in Holland, that one of every two Dutch
households have a record of hers"
(Melanie)
"Next, the biggest bunch of
siblings in the Top 40" (The
Stairsteps)
"Coming up next, a group
whose name in my dictionary is defined as a
small pie" (The Pipkins)
See Brad and his next wife... Click here! »
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| Final Jeopardy |
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Radio can also borrow teasing techniques used by
TV games shows. On Jeopardy, for
instance, the host asks the final Jeopardy
question then breaks for commercials, making
viewers sit through the ads before contestants
reveal their
answers.
Some TV shows are even teasing
with specific times. For instance "at 7:17
we'll tell you the latest on the Brad & Jennifer
split, then at 7:20: shocking new evidence in
the Michael Jackson trial."
"I'll take 'The Big Tease' for $200, Alex" »
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| Do you have something interesting to say? |
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Radio listeners tell us in focus groups year
after year that the disc jockeys rarely have
anything interesting to say. Yet it is the
personalities that have the potential to build
anticipation and create MUST HEAR
programming that captivates and captures both
our listener's ears and hearts.
At your next Air Staff meeting, spend some time
discussing the Art of the Tease.
Live streaming comments from your listeners! Click here! »
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| Pinnacle Opens European Office |
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Reini Mike Steiner, most recently International
Director of Research and Program Development for
Groupe NRJ, Munich/Paris has been named Director
of Research & Media Consulting/International for
PINNACLE MEDIA WORLDWIDE. Based in Germany,
Steiner will be responsible for Pinnacle's
exclusive "Digital Music Test", as well as
strategic and perceptual studies throughout Europe.
Ken Benson, Pinnacle Media's VP International,
says, "As our European division continues to
grow, Reini's full-time
presence will maximize and super-serve our
European clients. Reini is one of the most
experienced researchers and media consultants in
Europe and with Pinnacle, we are able to offer
our clients the best experience from both sides
of the Atlantic."
STEINER was instrumental in the success of NRJ
throughout Europe. He has conducted music and
perceptual research and consulted NRJ
stations in nine countries. Prior to NRJ,
STEINER was senior consultant and Head of Media
Research for Puls
Media Group in Nuremberg. In his long year
career STEINER has worked for stations and
media groups like NRJ, 104.6 RTL Berlin, ANTENNE
BAYERN, FOM Frank Otto Management, MTV Europe,
VIVA TV, Radio Arabella, WEA Music, Sony Music,
and others. He is fluent in both Eastern and Western
European languages.
The new European Pinnacle office is located in
Bamberg /Bavaria, Germany.
Contact: Reini
Mike Steiner, Director of Research-Europe, PO
Box 2725, D 96108 Bamberg, Germany
Phone
+49 171.83.83.83.9
Email
SteinerRM@pinnaclemediaworldwide.com
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