WHY PROMOTE THE SHOW THAT FOLLOWS MORNING EDITION?
You promote that program – whatever it is – because it encourages audience flow and sets the stage for successful midday listening. Here are two examples of promoting the program that follows Morning Edition Example 1: Classical Music: Station classical music host promoting what will be on during the 9am hour. Example 2: News/Talk: Station Morning Edition host promoting the talk show that will be on at 9am. TWO OTHER SUGGESTIONS FOR STRENGTHENING YOUR MORNING EDITION PROMOTION STRATEGY: • Find the right balance between forward (AQH maintenance) promotion and station program (vertical skip) promotion. In other words, don’t run six forward promos each hour at the expense of not promoting anything else on the station – or vice versa. • Not every station program promo needs to be 30 seconds or more. When time is tight a carefully crafted ten or fifteen second promo can be equally effective. • Remember that the least effective kind of promotion is diagonal promotion – the kind that promotes
