Programming strategies as we approach Christmas. (Hint: #11 is really important!)

1. The presentation should remain up and contemporary. Sometimes when stations go to all Christmas music, the jocks tend to “soften” or bring the presentation down. If anything, the on-air delivery should be up, fun and exciting.

2. When opening the mic, the jocks should always open with a line like:

B106.1 The Christmas Music Station

(Please do not refer to the music as “Holiday Music”)

(always call it Christmas music)

Other key lines:

• 100% Christmas Music
• All Christmas Music, All the Time
• Non-Stop Christmas Music
• All Your Christmas Favorites all season

3. Reinforce these lines every time. Not just sometimes. It’s critical to drive home the “All Christmas” message. It will not get tired.

4. The goal is to “dress up the station” with Christmas cheer. If you have any imaging ideas, lets discuss them now. This is a 6-week tactic. Sound great and get all the ratings credit.

5. The music repeats a lot. You may get some complaints. That’s ok.

6. Dress the website for Christmas. Use the line “The Christmas Music Station”. It’s very important that when a listener goes to the website, it reflects what we are doing on the air. Same for Facebook pages. Do what you can with them to make it look like Christmas.

7. Have high production values. Lots of holiday jingles. If you cannot get new Christmas jingles in time, take your current ones, and be creative. Add bells, chimes, and ho-ho-hos to make them sound Christmas.

8. All live liners and recorded sweepers refer to Christmas.

9. Get involved with as many Christmas promotions as possible. Local sings, shows that are coming to town (Radio City Music Hall Christmas, etc).

10. Do Christmas tactics: “Christmas Song of the Day” is great.

11. Change your Nielsen SIP to reflect “Christmas Music”

Gary Berkowitz specializes in ratings improvement for AC and Classic Hits radio stations in all size markets. Need help with your radio station? Let's talk. Call me today. Always confidential and no obligation. (248) 737-3727 or gary@garyberk.com.