Listeners Loyal: Quarter Hour Maintenance
The fundamental purpose of forward
promotion is to keep current listeners listening. This is a much easier task
than attracting new ones and builds both listener loyalty and the potential for
strengthened listener support!
Forward promotion informs listeners
about upcoming programming elements that are likely to be of interest to them.
Strategic forward promotion keeps people listening to at least the next quarter
hour of the program.
Here are some common mistakes and
best practices we're found in analyzing Morning Edition® promos on nearly 100 stations.
We've illustrated each with aircheck examples so you can hear what works and
what doesn't for yourself.