Whenever I call radio stations, I pay attention to how they're using "on-hold" time to market to their callers, most of whom are likely to fall into one of two categories: listener or advertiser.
Many broadcasters simply hook up a radio tuned to their station, usually a safe bet regardless of who's calling. When this is the case, I hope to hear a local commercial or two while I'm waiting.
Other stations focus their on-hold messages to impress current and prospective advertisers, using the time to tout their reach, demographics, creativity, civic engagement, awards, etc.
Recently I had occasion to be placed on hold at Salem Broadcasting's Los Angeles talker, KRLA, where my friend and former co-worker Bob Holiday now creates award-winning commercials. What I heard was brand new--and blew me away! Their on-air hosts, including big hitters such as Michael Medved and Dennis Prager, all take part on a rotating basis, talking to the caller as though their job at that moment was to keep him engaged in lively conversation while he waits for his party to pick up the phone.
OK, it's hard to describe. But it's thoroughly engaging and entertaining, which is why I asked Dave Deno, Salem LA's intrepid Production Director and a super nice guy, if he would send me a copy of their on-hold program to share with our members. It was in my inbox within half-an-hour, consistent with their customer-focused approach to doing business.
Hope you enjoy it.
And if you're doing something clever, creative, inspiring, or entertaining with your telephone on-hold production, please share it with us!
