Effective radio station liners and promotional writing for today’s market

Look around you and what do you see? Ipods®, mini Ipods®, cell phones, satellite radio, Internet radio and Tivo®.

Excited to be in the radio industry today? Since I first entered the world of radio in 1976, I have seen the landscape change, but few stations have changed with the times. The only noticeable lack of change has been in the line department. Same plan of attack as always. Find a voice, ask them to cut a few lines each week to give you freshness, and that’s it. Creativity is relegated to the program director (PD) who has enough work for two people.

Most PDs have had their creativity wrung out with meeting after meeting. You need a creative force on your side. A member of your team who is not in the daily grind, but looks outward with an objective view.

For the past twenty years, Scott has watched traditional radio stations’ market share continue to decline as newer video games, better iPod® devices and technology make their way into our reality.

The promos, liners, and sweeps aren’t something that gets written because they’re funny or creative, they’re written because they fit the “big picture” concept of the station. Just as the music should have a “feel”, so should the liners and other elements.

The demand for creativity within the radio industry has never been greater.