Explorations
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A Programmer’s CredoManagement is judged on profit and audience. Therefore, the Programmer will undertake to programme the radio station so that audience share is maximised, and he or she will also do this in a cost-efficient manner. |
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Cume ConversionCume conversions are a handy way to measure the efficiency of your radio station. Simply divide your share by your cume and make it a percentage. This indicates what percentage of people who you reach (cume) get counted as share (in the case of the retail shop, it’s the percentage of those who come in the door of the shop who actually buy something). |
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Instant GratificationThe use of business reply cards, as found in magazines, has plummeted since the mid-90’s. The reason is simple. Customers find that the idea of waiting 7 to 10 days for information about a new product is intolerable. We are fast moving to a society in which response time is being measured not in days but in hours, minutes and even seconds. If we can’t have it right away, we don’t want it. |
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Measuring Song Familiarity (Part 2)In an earlier Exploration we discussed analysis of music research data according to favourites, positive acceptance and burn level. In this briefing, we will examine familiarity and how it impacts on song acceptance. |
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Monitoring Pop CultureFollowing the Two Minute Memo on “The Music Agenda”, we look at the need for stations to keep on top of the big TV shows. |
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Music Clusters & MontagesFollowing the completion of several cluster tests, a number is issues have become apparent. |
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Paradigms Re-visited“Paradigm” became something of a business buzz-word in the late 80’s and early 90’s, the result being, that like any “flavour of the day,” it soon dropped from favour. |
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Promotional Strategy ChecklistFirst, every promotional (marketing) initiative must fulfil a need or serve a specific aim. Unless this is clearly defined you must question why you intend doing the promotion. The intended goal or outcome of the promotional activity is the benchmark by which you will judge the success of the promotion. Is a promotional activity you can’t measure in some way worth doing? This writer believes not. |
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Shall we PI or P2?Puzzling title, complicated subject! |
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The Music AgendaAlthough radio remains the most powerful media in its ability to break music hits, there are obviously many other forces that work for and against a songs success. |
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What Is the Ideal Age to Be?If you could live forever at one particular age, what age would you choose? When a poll of a cross-section of 2,306 adults across the United States was conducted a few years ago, the average age chosen was 41. |
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Winning The Image BattleA station’s image is the sum of everything the listener believes the station to represent. These images can be a combination of very desirable and not so desirable images. Best music or best breakfast show may be desirable images but being known as the station that repeats the same songs over and over is not an image to be sought. |
