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A Bit About Brian Wright

Brian is a 30 year radio veteran who has succesfully served many companies over the years as Program Director, Operations Manager and VP of Programming.

After many years of success working for individual radio stations and clusters, Brian joined one of the must trusted consulting firms in the country, Audience Development Group.

For the last 15 years Wright has enjoyed building alliances with scores of stations in the US & Canada helping them grow in ratings and revenue.

He can be reached at Audience Development Group, 100 Grandville SW, Suite 203, Grand Rapids, MI 49503.  Office: 616-940-8309 Cell: 616-498-2651 Email: 


All About Country recently sat down with Brian to get his take on Christmas music and how to capture the emotional value of this holiday for your listeners.


This Christmas season the listener’s connection with their favorite Christmas songs will be stronger than ever. Not necessarily because of the economy or tough times but primarily because people love their Christmas music favorites. It creates a nostalgic journey back to a compressed snapshot of fond memories. Never underestimate the power of this. This is why it is more important than ever for your station to capture the emotional value of this holiday; your listeners are waiting for you to do this. In talking with many radio users over the last 6 months they most certainly are looking forward to their Christmas favorites more than ever. They love their favorites and want o hear them often but they do not want variety, even when they tell you they do! What they are really telling you is that they like the variety of their favorites. Do not fear repetition because they certainly don’t.
 No matter what amount of Christmas music you decide to play, leading up to and during Christmas, make sure you package your station to fit the emotional value of the season. Don’t just drop a few songs in without packaging. Remember… In radio you must tell listeners what you are going to do, what you are doing and what you did, in creative ways, to make it work to your benefit. One of the best ways to do this is through “Listener Mini Promos.” This is where you have listeners talk about family, friends and the feelings of the Christmas holiday, wrapped inside of your signature voice person’s open and close. Example:
OPEN = It’s a 98.5 WADG Christmas Celebration To Remember
                ( Listener Stories)
CLOSE =Your home for Christmas on 98.5 WADG
The primary emotional link with most age groups during Christmas is nostalgic in nature. This means that people will really enjoy this type of Christmas decoration on your station. Don’t be afraid to be very warm and friendly, and play the huge traditional Christmas songs, even the ones may not fit your format texture or feel. Fight off being too hip for Christmas, that’s not what most radio audiences are looking for this time of year.
It will also be very beneficial for all of your on air personalities to engage their listeners more than ever…continuing the theme of the joy of the holiday season. What do they want for Christmas? Where are they traveling? Great Christmas memories? Etc. Touch on all of these topics and don’t get tired of talking about this throughout the season. Though you may get tired of this…don’t let any of these feeling show on the air, your listeners will disconnect with you quickly.,