BY NICK BENNETT
Radio is a long-game of “burn and churn”. Precious time and energy goes into content creation and it’s common place to re-cycle, re-purpose, re-boot, re-cut and other “re” terms in order to maximise your initial investment.
Write and present it right and you’ve got something “evergreen”. This content doesn’t drop its leaves come autumn but can be played in all seasons – that’s the aim.
Evergreen content doesn’t date – it could be played today, next week, or next year, and still sound fresh.