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Radio Programming: Tactics and Strategy by Eric Norberg

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3

Positioning Your Station against the Competition

 

 

 

Hearing Your Station the Way Listeners Do

Unless your station is the only one your audience can receive, you do not program in a vacuum. If there is competition, your job is to differentiate your station—in a positive way—from the others. This does not mean copying the leading station because you just can’t beat a leader by copying what it is doing.

As a program director, you have to get a little schizophrenic at this point. Naturally, you cannot compete with a station you haven’t listened to, and yet you must not let yourself get obsessed with your competitors. If you do, you’ll end up reacting to them, and that’s suicide. Your job is to focus on your own station and let the competition ...

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