NOTE: Dan O'Day is a long-time and well-respected international consultant and a marketer of an astonishing variety of radio-related materials. Dan is one of the brightest guys I know of...and one of the few who really, really "gets it." He works with radio stations and broadcast associations around the world; his website is danoday.com. You may subscribe to his newsletters there. You might even buy some of the stuff he makes available.

Dan writes:

This is an unscheduled "bonus" edition of THE DAN O'DAY RADIO PROGRAMMING LETTER.

I'm trying to send it only to my U.S. subscribers, but undoubtedly my lack of expertise in database management will put this in the hands of some people outside the U.S., too. If you're outside the U.S. and what I'm about to say is irrelevant to you, please accept my apologies.

My message might offend or annoy some subscribers. Some might feel personally criticized for what their stations are doing. But since subscribers to this Letter have "opted-in" for my opinions on radio programming, I've decided to go ahead and offer an opinion and a few thoughts...

...regarding your September 11 programming.

First of all, if you ARE planning to do something special on September 11, I hope it's completely planned already. So at most, this Letter should serve as nothing more than a "think piece."

These are thoughts I've had for quite a while now, but they were intensified by our just completed INTERNATIONAL RADIO CREATIVE & PRODUCTION SUMMIT -- during which we spent two intense days focusing on the MESSAGE you send to your listeners...rather than the bells & whistles you use to send it. I've just finished editing the tapes of the Summit, so that weekend continues to reverberate in my brain.

I suspect that a huge number of American radio stations will commemorate September 11 by airing:

* Shlocky tribute songs
* Their own homemade montages of sounds from that terrible day.

Most of those songs & montages will be well-meaning and lame. Some will be awful. A few will be very well done.

But most of them have little if any reason for being aired.

And a number of stations are going "commercial-free." Some are doing so quietly, others are boasting about it.

The most common reason radio people give for such September 11 plans is to "pay tribute" to those who lost their lives. Also: "Our listeners will be thinking about this date, so we should reflect that."

But I question whether either goal is achieved by opting for what by now has become a radio cliche: The tribute montage. It's become nothing more than a production trick...even when the trick is done well.

Might there be something more effective than replaying the audio that accompanied the awful video images that already are seared into your listeners' brains?

Some suggestions, just to jump-start the thought process.... * A series of vignettes featuring individuals and groups in your community who are working to make your listeners' world a better place. This need NOT be limited to 9/11-related causes or activities.

* A series of vignettes featuring real people from your community -- all ages, races, religions and income levels -- talking about their individual hopes & dreams for the future...without even mentioning 9/11.

* A series of soft-sell spots (non-sponsored, of course) that "sell" the idea of a better, safer future for all of us. (Have your creative and production people apply their skills to coming up with compelling ways to "sell" that and put aside their whiz-bang production tricks for a day.)

* A series of spots, each of which features two genuine rivals or antagonists: Two opposing high school coaches....Or two politicians who have a history of vociferous disagreement. Each spot begins with them honestly disagreeing...and concludes with them honestly agreeing.
For example, let's say "Larry Ryan" is a local, well-known "very conservative Republican." And "Roger Smith" is a local, well-known "very liberal Democrat." Each hates the other's political and social views. They don't hang out together; they're not buddies. They've campaigned against each other in the past and might well do so again in the future.

ANNOUNCER: A conversation between U.S. Congressman Larry Ryan and State Senator Roger Smith....
RYAN: I believe in a society that lives by the time-honored laws that go all the way back to the Bible, and we should teach God's laws in our public schools.
SMITH: I believe that sanctioning prayer in public schools violates the U.S. Constitution. Our schools shouldn't be presenting religious doctrine in any form; religious education should be left up to a child's parents.
ANNOUNCER: Roger Smith and Larry Ryan don't have a lot in common. Gentlemen, would it be fair to say you two don't have a "friendly" relationship?
RYAN: That would be a fair statement.
SMITH: No one has ever accused us of being friends.
ANNOUNCER: But there is one thing both of you care about. Not as politicians or public figures, but as people. Senator Smith, given everything else that has passed between you, can you honestly say that you believe Mr. Ryan is sincere about this one issue?
SMITH: Absolutely. I know Larry is sincere about this.
ANNOUNCER: Congressman Ryan, you've publicly attacked Mr. Smith's positions and motivations on numerous occasions. Do you really believe him on this one issue?
RYAN: Without any reservation at all.
SMITH: We both long for a world that is safe...
RYAN: ...for our children, for our families...
SMITH: ...for ALL children, and for ALL families.
RYAN: Including Liberals and Democrats....
SMITH: ...and Conservatives and Republicans....
RYAN: And including people who don't agree with EITHER of us....
SMITH: (Lightly) If THAT'S possible!
ANNOUNCER: But you each have very different ideas on how to achieve such a world, don't you?
SMITH: Sure, a lot of the time. Maybe most of the time. And maybe too often we get caught up in the heat of politics. And perhaps sometimes we make the mistake of demonizing our opponents.
RYAN: And when we allow that to happen, it's sad. Because at the end of the day, we're all in this together.
ANNOUNCER: Even if you're political enemies?
SMITH: Even if we hate each other's politics, we're all in this together.
ANNOUNCER: Radio X remembers....and looks ahead, optimistically, to brighter days. Because we know...we're all in this together.

Please understand that I'm not suggesting some cutesy "on the playing field we're on opposite sides, but here in the pub we choose the same beer" type of spot. I'm not talking about "cute." I'm talking about, "Wow! How did they get THOSE two guys together??"

(And you don't have to tell your listeners WHAT "Radio X remembers." They'll know what you're talking about. And they'll appreciate the respect you're paying them by not joining what is sure to be a frenzy of media pandering.)

And if your station goes "Commercial-Free," a suggestion:

Don't pat yourself on the back for it:

"To honor those who lost their lives one year ago, Radio X will not play any commercials today."

That turns your "tribute" into a promotion. If you're going to avoid commercials on September 11 because you think that's the appropriate thing to do, then just do it. The audience will catch on. And they'll appreciate the gesture much more than they would if you boasted about it.