As summer approaches, there are special radio programming considerations.  This week, we offer our checklist for making your late spring and summer sizzle with listeners.

The Music Mix. If you’re CHR, you have more listeners out of school, and they are listening earlier in the day.  Consider adjusting dayparting to allow the newer “young” music earlier in the day.  For many formats, you may also want a better tempo flow during summer while listeners use your station during recreational pursuits.

Promotions.  Go where your listeners are this summer.  The pool, parks, festivals, sporting events, county fairs, and outdoor concerts are places to imprint your brand on potential listeners. Gas promotions will continue to be a hot idea as people make travel plans, and entering contests to win event tickets and vacations will have greater value to listeners.  Travel and vacations are good sources of content for social media posts.

On Air Content.  It should reflect summer activities for listeners.  Check your PSA content for local events.  If you target adults, help listeners plan their leisure time with their families and children.  Parents are looking for ways to keep their kids engaged.  Get ready for back-to-school information… it’s sooner than you realize!  Customize your on-air imaging for summer outdoor activities.

Staffing. You’re already short of people, and vacations can be a nightmare.  Work on the schedule now to avoid conflicts later in the summer.  If you have local celebs fill in, arrange and train them during this time.  If you have the luxury of good part-time talents, arm them with the details they need to execute each fill-in show.  Consider re-airing excerpts from previous morning shows if your morning team goes on vacation. 

Plan Ahead.  These big holidays are coming up:

Mother’s Day on May 11,

Memorial Day Weekend is May 24-26 (the unofficial start of summer),

Father’s Day, June 15,

Independence Day Weekend on July 4-6, and

Labor Day weekend, August 30 to September 1, the unofficial end of summer.

Review your ratings and plan for your big promotions as fall approaches.  Work with sales to make the plan workable for your budget.  Write special imaging for the summer holidays and dress up the station’s website specifically for those special weekends.

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John Lund is President of the Lund Media Group, a radio programming consulting firm with specialists in all mainstream radio formats. Did you find this article useful?  You can leave a comment below or email John at John@Lundradio.com.