Promotion (and teasing) is the discipline that builds quarter-hours and ratings momentum. You can make a good case that an effective strategy and execution in this area is the single most important thing you can do, And if that’s the case, why would you not conduct a regular (or semi-regular) promotion aircheck?
One of the most overlooked (and most critical) themes is the Promotion Aircheck. When you strip it all down, promotion and teasing are more than “extras.” Tey’re the fuel that drives repeat listening and consistent quarter-hour growth. If you could just coax one more quarter-hour per listener per day and one more day per week, your ratings could literally double. That’s why this theme is so powerful.
