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Brian Wright
Audience Development Group





The quest to develop great interactive radio is really a process NOT and event, a marathon NOT a sprint. It requires almost constant vectoring, much like the Apollo moon flights where they realigned their direction over a million times to land on their target

Today’s radio programmer can spend too much time in the analytical world of radio, forsaking the greater quest of creating a radio environment that connects emotionally with their audience. This is easy to do because mechanics are cut-and-dry/black-and-white issues. Creating a radio station that connects emotionally with your audience is a much more vague and psychological issue, which many do not know how to do.


The most productive role of today’s radio programmer is to create a number of Featured Unique Emotional Links, or (F.U.E.L) for their audience. So, the more FUEL you have, the further you reach into a person’s mind, to harness more top-of-mind recall and satisfaction. While good mechanics are a documented part of a radio stations success, they really serve as an accentuation for your F.U.E.L or in a purely mechanical reference; your mechanics are your F.U.E.L injectors.


What are Featured Unique Emotional Links? They really are the things that people remember about your station, that they don’t get anywhere else, that generate some type of emotion, love, hate, dislike, like but never indifference. It’s the difference of giving away TICKETS to concert and... “Treating your listeners to personally experience the company of one of today’s hottest stars...” It’s the difference of telling listeners they can register to win a car and... “Telling listeners that they can have the smell of a brand new, fire engine red sports car in their garage with a set of keys in their hands to drive it...” It’s the difference of saying that you are giving away a famous person”s guitar and... “How would you like to famous person’s guitar in your very own hands and know that it’s now all yours...?”


A big source for your F.U.E.L also comes from an ample supply of short-burst audience interactions. This audience interaction is best when it fits in with the seamless flow and thought process of your announcers and elements of the day, instead of creating an overabundance of question-and-answer sessions. Using the out of context phone method really helps in this area. This is when a person calls for one reason and you extract the information YOU want from them to use at a later time. It could be something as simple as a reaction to the weather or a concert. I recommend that all Leighton stations have a minimum of 4 audience interactions per hour to get the impact you need.

Nothing creates listener momentum like the listeners themselves, nothing! When listeners hear you interact frequently with people just like them, they get to know you better and feel more comfortable with you, even if they, themselves, never call you.  People like to come to a place where they feel comfortable and they will come back often.


Brian is a 30 year radio veteran who has successfully served many companies over the years as Program Director, Operations Manger and VP of programming. After many years of success working for individual radio stations and clusters, Brian Joined one of the most trusted consulting firms in the country, Audience Development Group. For the last 15 years Wright has enjoyed building alliances with scores of stations in the US & Canada helping them grow in ratings and revenue. Contact Brian at