Country Radio At Its Best

The most recent holiday season was the first full season out of the pandemic. Things opened up, and Country radio was definitely out in the community in full force. If you paid any attention any time in December, you could read about a Country radio station doing something charitable in its local market, raising money for a worthy cause. During one two-day period alone, December 8th and 9th, more than $4.3 million was raised for various charities and organizations by Country radio stations in small, medium and large markets!

From children’s cancer, to veterans’ aid, to the families of deployed military, to feeding and clothing the homeless, Country radio was there with all local programming and all local personalities asking for help, and the listeners responded. No matter the staff size, stations everywhere put in the time and the effort, and you knew it was all from the heart. You could hear it and feel it!

PPM and diary programming rules were thrown out the window. Short talk breaks turned into compelling stories, regardless of length, because they were interesting. Music was programmed to enhance the story lines and the fundraising. Serving that community was the #1 priority.

Our format has had a tough go the past couple of years with eroding ratings and listeners dividing more of their time among lots of media. Country radio has had to withstand criticism about staffing, marketing budgets and creative programming, but this past December we witnessed the main strength of the format that is a constant – its CLOSE connection to the listeners.

With all due respect, no DSP can ever accomplish what Country radio did on just those two days in December, let alone the rest of the month. (Country radio alone raised more than $8 million during the holiday season!) This is where Country radio shines and shines bright. Congratulations and thanks to all involved. What an awesome way to end the year!

After all the columns talking about what radio – and specifically Country radio – needs to do better, I felt it was time to just salute us all for what we have always, and continue to do, best. Consider the fact that it was all done locally and with a much smaller, yet wildly dedicated staff.

Be proud. Your efforts have not, nor will not, ever go unnoticed.

“Taking Your Radio Presence To The Next Level. Be it an artist, radio programmer or on-air talent. Coaching and mentoring down to your foundational level”

Contact me:
John Shomby
Owner/CEO Country’s Radio Coach
jshomby@countrysradiocoach.com
757-323-1460
https://countrysradiocoach.com