Dwyer & Michaels
Give an example of a day you "owned the market".
Our hockey team is the talk of the town here, and we're both big hockey fans. In their second season, they won the league championship (on the road)...huge story since they finished in last place the year before. We had the cell phone number for the team bus and got word that they would be pulling into town while we were still on the air. So we organized an impromptu "welcome home" rally at the arena parking lot. In the course of an hour, close to 3,000 people gathered there. All the TV stations and newspapers showed up. But as the players got off the bus, they were walking past the reporters to get to our mics so they could address the crowd. We aired the entire thing and wound up staying on the air until 11:30 or so. Lead story on the news, front page of the paper, and they credited us as the organizers. It was a pretty fun morning.
How do you use the internet in marketing your show?
In the last few months, we've made a conscious effort to have new material on our website every day. All or most of it is an extension of what went on during the show. I want our site to be a place where listeners can go to catch up on what we've been doing if they missed a morning. There's other junk on there, too. We have a section called "movie of the week" which is nothing more than some funny video clips that we get off www.ilovebacon.com or www.punchbaby.com We'll throw on goofy pictures, weird websites, e-mails that are making the rounds, and listener submissions. But again, it's mostly stuff we talked about on the show. The ultimate goal is to continually draw traffic to our site, thereby keeping our name in the top of their mind the other 20 hours of the day when we're not on the air.
What's your biggest challenge?
Personally, my goal at the beginning of this book was to be more consistent. I've always had a problem being able to follow up a really good show. We'll have a morning where it all just works ... everything is funny, the phones are hot, the guests are great, equipment works, we can do no wrong. Then the next morning, boom. Nothing. Back to running 8 records an hour. If you could hook our show up to a heart monitor, you'd see a huge peak, then a flat line. What I realized I was doing was saying to myself, "Today was awesome, but how are we gonna top that? Gotta find something as big ... gotta find something better." So this book, I wanted to try to lower my expectations a little. Make each week solid instead of stellar. More singles and doubles instead of aiming for the fence every morning.
At ten o'clock, how do you know it was a good show?
The best ones are where we've talked ourselves into a sweat, our sides hurt from laughing, and there's still material left on the prep sheet. If it's been a good morning, the mid day chick will stick her head in the studio at about :20 after 10:00 and ask if we're almost done.
"The best BitBoard bit we ever used was....."
This was tough to come up with just one. But, the one we both agreed on was the car horn bit. If you don't remember it, it's the deal where you go on the air and tell the listeners that you know a mechanic who taught you this really cool trick. You can identify ANY car by year, make and model simply by hearing its horn blow. Of course the way it works is, the screener picks up the phone and says, "Hi Q106...what kinda car do you have?" They tell him and he posts it on the screen for you. He instructs the caller to act surprised. Listeners are baffled when you get it right time after time. We've done this stupid thing a bunch of times with different variations (I can tell what kind of car you have based on hearing the starter, I can tell based on the door chime, etc.). I'm still amazed that people fall for this.
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