Playing Everything Kills Your Audience — So Do Obscure Songs. Here's What Else Can Go Wrong with Your Programming

In many community radio stations, programming is often left up to the hosts of each show — and those hosts tend to be people who are much more into music than the general population. So they’ll play Scorpions, A-ha, U2, Bon Jovi, Adele, Dua Lipa… all the so-called "good music." I don’t even like that term — “good music” — because it’s completely subjective. It implies that someone’s taste is inherently better than someone else’s, which makes no sense. If music taste is subjective, then what’s “good” to one person may be totally different from what’s “good” to another.

So if someone genuinely loves Taylor Swift or Pitbull, that’s their reality — and nobody has the right to tell them it’s not “good music.” That’s what resonates with them, and in their personal world of emotions, they’re the best judge of what’s worth listening to.

I’m Ricardo Gurgel, an engineer, and I’m here to share observations I’ve seen time and again — patterns and programming formulas that guarantee failure to attract an audience. I’ll point them out so you can avoid falling into the same traps.

Playing Everything Doesn’t Work

Sure, most people like a variety of genres. But a station’s musical identity is way more important than teaching listeners what you think “good music” is. If I want to hear country or southern rock — two styles that work well together — I’ll tune into 95.7 FM. If I’m in the mood for Top 40 pop and pop-rock — styles that also go hand-in-hand — I’ll go to 98.3 FM. If I want soft rock and adult contemporary, I’ll turn to 102.5 FM. But if 95.7 FM tries to play everything, it’s going to lose its loyal listeners.

Even I, someone who genuinely enjoys a wide range of music, wouldn’t appreciate hearing a mix of Luke Bryan, Cardi B, and Coldplay all on the same station. I want to know what to expect when I tune in. If the station becomes unpredictable, I’ll stop checking in altogether.

Trust me — if you're playing George Strait, Mrs. Johnson is tuned in to your station. But if the next song is Megan Thee Stallion, she’s changing the dial and never looking back.

And the same goes the other way — the younger listener who loves Megan Thee Stallion passed by your station while it was playing George Strait and never stayed long enough to hear anything else. So you lost Mrs. Johnson and didn’t gain Kayla — and if Kayla does catch her favorite song on your station once, she’ll assume it was a fluke and won’t bother checking back.

B-Side Tracks Don’t Work Either

You have an entire discography from an artist, and you pick that one obscure track from track 8 of an album nobody remembers... and only you know it. You’ve done the hardest thing: picked something rare and unfamiliar — and it doesn't work. Radio is about recalling emotional musical memories, not reintroducing old “new” tracks that failed to break through the first time.

If a song from 2005 never became a hit, it’s because it didn’t connect with the audience. Find the ones that did — the ones people request over and over. And don’t be afraid to repeat them. There are thousands of popular artists, and you couldn’t possibly be that repetitive, even if you tried. Especially for small-town and community FMs, resisting repetition just leads to confusion and audience loss.

The reality is this: your focus has to be the mainstream listener, not a tiny niche in an already small town.

A Great Playlist with Terrible Sound is Still a Disaster

One thing you can't ignore: audio quality. Having a decent audio processor and delivering clean, polished sound is essential. You’re competing with YouTube, Spotify, and personal MP3s that sound crystal clear. Your station cannot afford distortion, buzzing, or muddy mixes.

If I were a local business owner, I wouldn’t advertise on a community station that didn’t focus on mainstream music and had poor audio. For under $400, you can find a processor like the APEL-07X, which sounds better than many $1,000+ models. It’s hard to find, but they’re out there — and enough smart station owners are already using them to know it’s worth the effort.

Stop Blaming the Advertiser

Your advertiser is your most critical listener. The moment they consider investing money in your station, they begin to listen with a different ear — the ear of someone looking for flaws. They’ll notice audio issues, awkward transitions, inconsistent music choices — things that casual listeners might ignore.

Never forget: your advertiser is your toughest audience member.

Other Audience Killers

1. Uninspired or Amateurish On-Air Presence

Problem: Many shows are hosted by well-meaning volunteers who aren't prepared to communicate effectively with the public. Monotonous voices, robotic reading, poor grammar, empty improvisation, and overuse of filler phrases like “you know,” “like,” or “uh” are common.

Solution: Invest in basic voice training and communication skills. You don’t have to sound like a national broadcaster, but you do need enthusiasm, clarity, and a connection with the listener. A good host can hold the audience even when playing a song they’ve heard a hundred times.

2. A Chaotic Programming Schedule

Problem: Listeners have no idea what’s coming next. A country music show is followed by a religious debate, which is then followed by EDM tracks. The inconsistency drives people away.

Solution: Create well-defined blocks by time and genre, with consistent and recognizable programs. Even as a community station, predictability builds loyalty. The idea is: “If I tune in at 9 AM, I know what to expect.”

3. Lack of Regularity

Problem: Shows randomly disappear, change times without warning, or only air “when someone’s available.”

Solution: Stick to the schedule with commitment and consistency. The audience builds a routine around the host and the show. If live broadcasting isn’t always possible, consider quality replays or well-produced automation so your presence doesn’t vanish.

4. Too Much Talk, Not Enough Music

Problem: Hosts who talk too much, cut off songs, or engage in long, irrelevant banter lose musical listeners quickly.

Solution: Train hosts to keep talk segments short, engaging, and audience-focused. In music-driven radio, less talk is more. The music should be the main event. If it’s a talk show, that’s fine — but make the format clear.

5. Poor Use of Station IDs and Sonic Branding

Problem: Lack of well-produced jingles, outdated background music, or awkward “dead air” between tracks.

Solution: A strong sonic identity makes your station feel bigger, more professional, and something the community can be proud of. Good jingles, pleasant voices, and fitting background tracks significantly improve the listener experience.

6. Ignoring Listeners on Social Media

Problem: Today, radio is blended with WhatsApp, Instagram, Facebook, and more. Ignoring these platforms means missing where your audience actually is.

Solution: Have an active WhatsApp line, post show highlights, behind-the-scenes content, and polls on Instagram or Facebook. It strengthens your community and brings in people who aren’t even near a radio.

7. Not Listening to Your Listeners

Problem: Hosts who ignore requests, never respond to complaints, or just play what they like are out of touch.

Solution: Create real feedback channels. Take note of requests, thank people on air for participating, run polls about programming, and give the community a voice. Your audience should feel like a part of the station, not just consumers.

“Want your station to grow? Be predictable in your music style, consistent in your sound, and close to the people who listen. That’s how a community becomes an audience — and an audience turns into real results.”