Poor, ineffective promotion emerged as a consistent problem. Virtually no station the MEGS team analyzed did promotion well.
Some common promotion missteps include:
- Using the language on the NPR rundown sheet to promote upcoming segments. This causes two problems - it often gives away the essence of the story, reducing the motivation to continue listening, and since the language on the rundown is often similar to the lead-in to the story, listeners hear a copy echo between the local and national hosts.
- The copy echo is exacerbated when station hosts promote stories that will be heard in the next minute or two, rather than those coming up in twenty or thirty minutes. Forward promotion was originally called "quarter hour maintenance" because its goal was to convince listeners to stay tuned to the station for an extra one or two quarter hours. Promoting a story that will be heard ten to twenty minutes in the future accomplishes this goal. Promoting a story that airs in thirty seconds or a minute does not.
- Failing to promote the most important stories at the best times:
- Stations should forward promote any major feature they produce. If it airs during the C segment, that promotion should occur during the :19 break.
- The two most newsworthy segments each hour generally occur in Segments A and D. Segment A should be promoted during the:49 break, and Segment D in either the :19
- Many stations forward promote the top local story they will be covering during News III at either:49, :59 or in the billboard. While any of these tactics can work successfully, a promo at:49 does the most to move listeners to the next quarter hour.
- Not promoting NPR 'name' reporters listeners know and trust. Names like Nina Totenberg, Sylvia Poggoli, and other long-term NPR reporters are an attraction to listeners. Mentioning the name of the reporter in a forward promotion can increase the effectiveness of the announcement.
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