RADIO ESPIONAGE

With Mark Elliott

After more than 45 years in radio and recently in new media, I've decided the time has come to walk away from consulting and focus on personal projects I'm involved with. Therefore, I am shutting down Mark Elliott Media and the Oz Podcast Group. This includes Radio Espionage and Podhead.

I wish you all the very best in the future. - Mark Elliott

As a parting gift to my fellow Rock programmers, I am going to provide you with the playbook for Axe Radio. The concept behind Axe Radio has always been a ratings and revenue winner wherever I implemented it. I am also leaving the Power Point presentation on the Mark Elliott Media site posted to give you a quick explanation of why the Axe Radio concept is how every Rock station that has been branded as Classic Rock needs to navigate towards as soon as possible.

Clocks

Outside of morning drive, the Axe Radio concept uses 3 clocks. The Main, Secondary 1 and Secondary 2. The idea is to maintain music flow and balance from hour to hour without sounding predictable. Remember, listeners don't listen to the radio the way we think from a programming standpoint but they can pick up on patterns if they spend a lot of time listening. The 3 clock concept reduces listeners picking up on patterns.

The way I build clocks is to create a particular flow using imaging and talk positions to buffer and cut down on trainwrecks that can cause listeners to change the station. Never underestimate the importance of vibe from hour to hour. Vibe is what helps deliver hours of TSL (time spent listening). These clocks are designed for PPM markets but work equally as well in non-rated markets.

An analogy I like to use is I look at an hour of music like a pizza. If someone orders a pepperoni pizza, I want to make sure they don't get a slice with anchovies and black olives. I want each slice to meet the customers expectations. The number one rule of programming is finding out what your listeners want and give it to them. Rule number two is always meeting listener expectations that we create and then living up to them from every aspect of the station. The difference between a great Rock station and a good Rock station is a great Rock station becomes a member of the community and the listeners family.

Music Categories
A- Power Current
B Recurrent/2K's
C- Power 90's
D- Power 80's
E- Regular 80's
F- Power 70's
G- Regular 70's
H- Tertiary
I- Deep Cuts

(M1) Main Clock
:00 Station ID>
Power 80
Power 90
Music Image Sweeper>
Regular 70
Jock Talk>
Break 1: In: A Promo Out: Attribute A Rejoin

Power 70
Regular 80
:30 Sweeper>
Power 90
Jock Talk> (allows for back sell of 90's and new and recurrent music)
Power 70
Quick Calls>
Regular 80
Jock Talk>

Break 2: In: B Promo Out: Attribute B Rejoin
Power 80
Regular 70
AM Show Sweeper>
Power 90
Tertiary

(S1) Secondary 1 Clock

:00 Station ID>
Power 70
Regular 80
Music Image Sweeper>
Power 90
Jock Talk>
Break 1: In: A Promo Out: Attribute A Rejoin

Power 80
Regular 70
:30 Sweeper>
Power Current
Jock Talk> (allows for back sell of 90's and new and recurrent music)
Power 80
Quick Calls>
Regular 70
Jock Talk>

Break 2: In: B Promo Out: Attribute B Rejoin
Power 70
Power 90
Major Promotion Sweeper>
Regular 80
Deep Cut

(S2) Secondary 2 Clock

:00 Station ID>
Power 90
Power 70
Music Image Sweeper>
Regular 80
Jock Talk>
Break 1: In: A Promo Out: Attribute A Rejoin

Power 80
Regular 70
:30 Sweeper>
Recurrent/2K
Jock Talk> (allows for back sell of 90's and new and recurrent music)
Power 80
Quick Calls>
Regular 70
Jock Talk>

Break 2: In: B Promo Out: Attribute B Rejoin
Power 90
Regular 80
Major Promotion Sweeper>
Power 70
Tertiary

Clock Rotation: M1-S1-M1-S2 > repeat throughout the day (See Clock Grid)
* Tertiary and Deep Cuts generally get dropped during the day and play mostly at night and overnight when spot loads decrease.

Explanation
A Promo: Promotes the stations major promotion
B Promo: Promotes special features, up coming station events, talent cross plugs.

Attribute A: Promotes digital footprint (app, web, social media)

Attribute B: Sets up the next hour (contests, features, music quantity)

Coming Soon
Music Rules
Clock Grid

Imaging Checklist
Features
Morning Show
Seven Stages of Brand Building

Marketing and Promotion
Ratings Checklist

Radio Espionage is a division of Mark Elliott Media LLC
Los Angeles, CA
W: markelliottmedia.com

RADIO ESPIONAGE

Radio Espionage

Monday, September 7, 2026

Mark Elliott Media, LLC