This is the second installment in Ken Benson’s “Good to Great — 26 Lessons for Winning Radio in 2026,” a weekly leadership and strategy series aimed at program directors and senior audio leaders seeking to sharpen focus, strengthen leadership and compete more effectively in a rapidly evolving audio environment.
The series kicked off last week with the simple premise: Choose offense. In this lesson, Benson addresses a familiar habit in music radio: focusing heavily on the playlist.
Great radio happens between the songs
Music programming remains a core element of radio. Stations devote significant time to evaluating ads, rotations and song balance.
But music alone is unlikely to distinguish one station from another. In today’s audio market, listeners can hear the same artists and songs on multiple platforms, including streaming services and other stations using similar formats. As a result, playlists are increasingly easy to replicate.
What cannot be replicated as easily is what happens between the songs. The creative and editorial elements surrounding the music are where stations can establish a clearer identity. These elements include the presenter’s personality, storytelling and short moments that connect with listeners.
A brief anecdote, an unexpected comment, or a moment of humor may last only a few seconds, but these moments are often what listeners remember. They also shape how a station is perceived.
It is these small moments that foster listener loyalty by creating a sense of connection with the station and its presenters. Music may initially attract listeners, but the station’s tone and personality can influence whether they return. For that reason, stations should devote as much attention to the content surrounding the music as to the playlist itself.
Takeaway: Anyone can copy a playlist. Great radio happens between the songs.
The author is a veteran programming, research and marketing executive with more than 25 years’ experience helping broadcasters strengthen audience performance and commercial results. He is the founder of P1 Media Group.
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