Let's Go Over It Again ---
Our purpose is to SERVE the people of this area. If we serve
them better than anyone else, we will be Number One. We are Number
One so we know we have been serving the people.
Now, ask yourself: "Am I still serving the people, and how am I?"
Service to the community will change from day to day, hour to hour,
minute to minute. Sometimes you best serve the people by
concentrating on weather conditions, at other times by playing lots
of music, at other times by airing commercials. The needs of the
community will change sometimes in the middle of your show. You must
always be aware of the need in order to serve it.
Our format is designed to accommodate any need of the community. If
you will follow the format and stay alert to the current needs, and
answer those needs with professional skill and complete
concentration, you will serve and be Number One.
Remember, you are here to serve your listener and you
are here only because you
Bill Bailey best serves by "waking" his listener, informing him of
what happened while he slept, what will probably happen later in the
day and putting a smile on the listener's face. Generally, putting
the smile on the face is the best way to serve the listener.
However, if we had 12 inches of snow during the night, the "smile"
would turn serious and he would inform them of the weather problems,
the school closings, traffic reports, etc.
Lee Gray best serves his listeners by identifying with them, playing
lots of music, and spreading peace and love. But if we had a four
alarm fire in town, he would best serve them by turning over the
mike to the newsman who would inform them of what's going on.
Our format allows all of this to happen in the course of things,
with no drastic change in our sound. We can be and must be many
things, "the much more music station," "the much more traffic report
station," "the much more talk station," without ever using any of
those lines on the air.
How do you serve your listener when you go on the air? Think
about this and let's discuss it individually.
You are professional men, capable of doing well any occupation you
had chosen. You chose broadcasting. It is a reputable, rewarding
Business. Conduct yourselves as reputable businessmen with
responsibilities, dignity, and maturity. You are hip, because of the
nature of the business, but you are not expected to be "wild" or
immature because of the business. Find yourself, mature men in a
good profession and reflect that on the air.
This is basic -
You have a sound hour which guides you in your music selection.
Follow the sound hour and balance your music. Feel it. Realize the
hot hits. Get excited about them. Balance not only the tempo of
music, but also the degree of popularity and familiarity. Every
record we play is A Hit.
The STAB is used one of two ways only. Preferably, as the record is
ending, you play the STAB on the record then give the time and then
the back announce, and go directly into the first commercial. The
second way is, as the vocal of the record ends, come in over the
record with the back announce, then lay the STAB on the record, give
the time and go directly to your first commercial.
Nothing should be said between the time/or back announce and the
first commercial. This is a fast move with NO yak. (Traffic reports
and news stories may go before commercials, and Bailey has info that
should go here.)
After your first commercial is the place to give the Cash Call
amount, weather, good buddy announcement, Louisville Slugger,
Crossplug, etc. You may also feel the need for a jingle as a
production aid here.
Then go to your second commercial.
DO NOT segue from your second commercial to your next
record with introducing the record. You may now want to do a full
blown intro, but you must give the record some intro. Such as,
"Here's Elvis" or "This is a Hit," or "This'll tear you up," etc.
Say something, otherwise it sounds like you're out to lunch. I
prefer a good solid sell intro. Every time you intro a record you
should sound like it was the First time you were doing it. Remember,
about the time you are very tired of a record, the average
listener is Beginning to notice it.
Numerical positions are done one of two ways only: The Sound of
_____, this week on The Radio WKLO Kentuckian Countdown, or _______
It's never "the countdown" or "the survey" or "your countdown" or
"our countdown." It is "The Radio WKLO Kentuckiana
You may say "number" only on the "Number One Record."
The Pick Hit is, "The Radio WKLO Pick Hit of the WEEK." It is the
best (regardless of your personal feelings) of the new records of
the week. Be proud and sell it. It is not "Our Pick," "A Pick," "The
Sound of The Pick," or "The Pick Hit Sound." It is ONLY "The
Radio WKLO Pick Hit of the Week."
The temperature is given between every
record. I prefer: "For ______, I have ____ degrees." But, a
toss-in is okay as long as "I have" prevails.
The call letters must be worked in between every record. This
is generally done with the time, but in the case of a segue, you
still must work in the call letters and time and/or
You name must be worked in between every record. As in the
case of the call letters, this is done with the time.
Between every record you must you the STAB, the call letters, your
name, the time, and the temperature.
Also, try your best get in a crossplug. In the past this was format
"must" and will be again if don't try hard enough.
Full weather forecasts are given every fifteen minutes. At :15 and
:45 with the weather jingle. On the hour (and during Drive Time on
the half hour) it is broadcast in the newscasts. If you have no news
at :25, give the weather forecast as near the :30 mark as possible.
Always ready the weather as it is given to you. Don not play with it
or change it. If you question it, give it back to newsman with
instructions to call the bureau for explanation or revision. But, do
not "question" it on the air or change it. Weather forecasts are
serous business from the trained men at the United States Weather
Now, you may toss in brief weather bits at other times, like "it's
cloudy and 52" or "it's raining," etc. But realize the difference in
a weather forecast and your casual report on the weather.
Traffic Reports go immediately at the request of the
newsman. When the newsman alerts you for a traffic report, it means,
"I have something important that can't wait." Don't argue with him.
Give him the mike, immediately. There are three ways of introing
With Traffic Condition Red cartridge intro.
Live with these words, verbatim: "Here's _____ with a traffic
Cold, with a finger cue.
News Stories go at your next available opportunity. The immediate
urgency is not as great as a traffic report, so you may play a
commercial first in order to balance your set with the news story as
a spot breaker. But, get the news story on the air before you
play another record.
News stories are introduced one of two ways only:
With news story open and close cartridge
Cold, with finger cue.
Never say, "Here's ______ with a news story."
News Bulletins go on the air immediately.
Stop and think about what you say and why you say it!!!! Why do you
say "This _______, and I have hit music"? What does it mean?
Every time you open your mouth, be certain you are saying something
that is of concern to your listeners. Entertaining you is not
important. Serving your listener is important.
Your records are plenty of entertainment. There's no need for you to
work to contrive other entertainment. So, Sell the music.
When you start a record, the only thing that should be said is
information concerning the record. Intro the record and Shut Up.
Anything else you might say will only be a distraction from the
importance of the record.
The Showcase Window
Is a great asset when used properly. It can be a terrible
distraction if you talk to it. Remember this, at 7 AM, we have
between 80 and 100 thousand people listening. At 5 PM we have
between 70 and 80 thousand, and so on. If four of those listeners
are in front of the studio and you talk to them, you are pleasing
four people and ignoring thousands. And, if a person in front of the
window wants you to play a record that bends or breaks the format,
send that person to me. If his programming ideas are good, we'll
hire him. Use the window to see what's going on in the world.
Smile at the people, wave to them, write them notes, look neat, but
do not talk directly on the air to people on
the other side of the glass. This is serious and must be corrected
This entire "Annual Epistle" can be summarized in one word:
"SERVICE." I go back to the first line: "Our purpose is to Serve."
Are you serving Louisville? How? Why? Serve the market better than
anyone else, and you'll go up from Number One. And that's where we
Terrell Metheny, Jr.