Winning With Syndication – Radio Ink
(By Mike McVay)
The utilization of syndicated programming has experienced fluctuations over the past few decades within the radio industry. Radio stations have the flexibility to incorporate syndication on weekends, specific dayparts, or as a full-time syndicated offering.
While some perceive syndication as a cost-saving measure, a majority view it as a means to enhance the programming quality and boost ratings. The best syndicated programs have the potential to attract an audience that may not have engaged with or drifted away from a station otherwise. When implemented effectively, syndication can raise the bar on ratings within a given market.
In the past, the prevailing belief was that local programming outperformed syndicated/network programming consistently. However, influential personalities like Howard Stern and Rush Limbaugh demonstrated the success of syndicated shows. This trend has continued with the likes of Delilah, John Tesh, Bob & Tom, Tino Cochino, Kid Kraddick, The Breakfast Club, The TJ Show, Bobby Bones, and numerous other shows achieving notable success.
The list of prosperous music and talk programs delivering daily shows that cultivate habitual listening is extensive. Listeners do not distinguish between local and syndicated shows; they focus on the entertainment value and engagement offered. Quality content that is fun, informative, engaging, and entertaining tends to win over audiences. It is imperative to sound relevant, connect with your audience, be well-prepared, and create a seamless integration with the affiliate airing the program.
Merely transitioning to a syndicated/network show without further engagement is not a winning strategy. Every moment a radio station is on-air shapes its image and impacts listener perception. Syndicated shows, even when aired outside peak hours, contribute significantly to the overall listening experience that stations aim to create for their audience.
To excel with syndication, programmers must treat each syndicated show as unique to their station. By updating promotional messages weekly, recording liners for contests and events, and establishing connections between the syndicated talent and the local market, stations can enhance the show’s relevance to their audience. Innovative ideas like having a syndicated host provide exclusive station liners and promos can add a personalized touch.
As a former Corporate Programmer, I understand the frustrations of hearing poorly integrated syndicated programming on a station. The responsibility lies with Program Directors to uphold the quality of content, ensure seamless transitions, and maximize the overall programming impact. Localizing syndicated content, integrating it seamlessly, and focusing on Best Practices for the format are key to building and retaining an audience throughout the day.
Radio is distinct from TV/video in that it is station-centric rather than show-centric. The key to winning the ratings game lies in increasing listener frequency and engagement with the station. This involves effectively integrating both weekday and weekend syndicated and network programming, ensuring a high level of entertainment or information delivery at all times.
In conclusion, syndication can be a winning strategy when stations personalize the content, engage with the audience, and maintain a high standard of programming. Every minute on-air counts towards shaping listener perception, and by treating syndicated shows as integral elements of the station’s identity, stations can create a compelling listening experience for their audience.
