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Hot Topics

Hot Topics

It’s the Small Things

June 15, 2021

As The Ratings Experts, we wallow in data every day. We crunch the numbers to help our clients understand what happened to their station in a particular survey. The emphasis here is on the “what.”

A recent article in the Wall Street Journal discussed the problem with big data. Not that it isn’t valuable. Every industry needs to understand how it is evolving. Deciphering consumer behavior is crucial to tailoring a product or service to keep up with what customers need and want.

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The Importance of Listener Databases

June 3, 2021

In business today, companies pay dearly to learn about their customers. Understanding their consumer base is a tremendous selling point for most digital sales teams.

Most radio stations used to maintain a database of listeners, contest players, or fans of the format. These days, programming teams are stretched so thin and many stations no longer actively maintain their listener databases. I’m shocked when I have a conversation with a PD and they say, “Yep, I know it’s important, but I just don’t have the time.”

I would contend that, in this age of digital data, a listener database is more important than ever before. There are several reasons for this…

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Better Commercials

May 20, 2021

The most negative feedback a radio station, or any advertising-supported platform, receives is about commercials. Consumers generally hate them. Yet, these same consumers will actually quote famous, effective campaigns:

“Where’s The Beef?”

“Real Men of Genius”

“Wassup!”

So, is the issue the actual presence of commercials or their quality?

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A View of Our Collective Future

May 13, 2021

For those who are not yet familiar, the IBA (Independent Broadcasters Association) is a newly formed group of broadcasters. The predominance are owners that have stations in just a few markets, and the association is adding an important voice for our industry. In a short time, they have become a valuable resource to their 1,500 member stations.

The IBA just conducted a survey of its members on how they performed in the first quarter of 2021.

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Program Directors Are from Mars, Sales Managers Are from Venus

May 6, 2021

On November 2, 1920, the first commercial radio broadcast emanated from KDKA in Pittsburgh. It is likely that on November 5, the Sales Manager walked into the Program Director’s office to pitch the first radio promotion.

And that dynamic has continued for over 100 years.

On May 12, we will be conducting a free webinar that addresses the sometimes conflicting objectives between programming and sales. More importantly, it will highlight how those objectives can be reconciled for the mutual benefit of both parties.

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