Just as you wouldn't go on stage with an under-rehearsed live show and expect to get a return booking, neither should you consider sending out CDs that look and sound amateurish. Unless the DJ is a close relative or a friend who owes you money, a sloppily recorded and unmastered home demo with the track listing hand-written on a card taped to the jewel case is not destined for radio airplay. It is destined for a trashcan. Make sure that your CD is professionally recorded and mastered. Your CD will have plenty of competition as it is. Why put yourself at a disadvantage by settling for sub par sound quality? Often, a performer will spend considerable time and money on the recording process, yet are tempted to forgo the mastering stage. Don't do it. Mastering engineers can add a final sheen and sparkle to your album that will enable it to hold its own alongside major releases.
Have your CD professionally replicated and packaged. Competition is stiff in the CD manufacturing business too, and deals can be had. If your music is professionally recorded and presented, it shows that you're serious about your craft. If you don't invest the necessary time and effort, do you expect that the programmer will?
Research playlists. You don't want to waste time and money sending CDs to shows outside of your genre. An artist may have released the coolest cocktail-jazz album in eons, but it's unlikely to make waves with the host of a bluegrass show. Make sure you choose your targets wisely. Visit radio station websites and browse playlists of shows in your genre. If you see artists you would compare yourself to, send an email to the host of the show as well as the station's music director, asking if you can send them a copy of your CD. Make sure you address them by name and let them know that you're familiar with their format. It won't guarantee you airtime, of course, but it will show them that you're serious about your business, and not just randomly sending out mass-mailings. Need help finding suitable stations? The "Public Radio Fan" website is an extensive listing of stations in the United States and overseas. You can search by name, location and format. It's a great place to get started."Live 365" is another great resource. Here you can find thousands of internet radio stations all displaying their genre and contact info on their homepage.
Whenever you receive a positive reply to your email query, promptly mail out a copy of your CD along with a descriptive one-sheet and a bio.
Write a brief cover letter explaining who you are, and mentioning your previous correspondence. With any luck, this might move your CD from the "Unsolicited Material" pile and onto the "Requested Material" one.
Keep details of every submission you send. You'll need them to accurately track playlists to see if any of your songs have been aired.
Don't be too eager with emails or phone calls. Remember that these stations are receiving submissions continually, and your CD may sit for a while before it's reviewed for potential airplay. It's a good idea to wait for two weeks or so before the follow-up inquiry.
When contacting the station, be brief and respectful. Ask if your CD was received and if it is being considered for airplay. If you don't hear back within a week or so, one more follow-up inquiry should suffice. Don't continue to pester the staff at the station. It won't increase your chances of anything except perhaps having future submissions duly ignored.
Check playlists regularly. Radio programmers and hosts are far too busy to contemplate contacting you to let you know that they have played your music. It's up to you to monitor when and where your music is being played.
When you do get airplay, whether it be multiple spins or a single airing, take the opportunity to further build on the relationship with the host and the station by thanking them for playing your music. Tell them how much you appreciate their support.
Every time you get played on the radio, add it to the news page of your website to let everyone know. Also, take the time to add a link to the station in question. Showing this kind of respect and gratitude can only help you in the future.
If you're touring in their area, make yourself available for in-studio performances and interviews. These are great to cement relationships with a station as well as a great way to promote your live shows. If you're not touring in their area, offer to send extra CDs for giveaways at station fund-drives. By building relationships like this, you'll probably have a better chance of future releases being played too.