Keeping 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.