|
The Straight Skinny
Programmers Thinking Strategically in the Trenches
By Carol Archer |
|
KYOT/Phoenix PD Smokey Rivers notes: "While KYOT has always been a model of operating efficiency, the faltering economy has caused us to put every expense under the microscope. Our personnel costs are low. Our perceptual feedback is derived from listener panels. Weekly PPM data helps us tailor the appeal of the library. We make the best with what we have. It's leaner, but we still have a lot due largely to ingenuity and elbow grease. Clear Channel provides the best tech toys to make execution easier and better. |
|
"On the measurement front: PPM metrics teach us to pay closer attention than ever before to the value of every second of every element. Managing music sweep length, positioning of commercial sets and juxtaposition of categories in the clock all has a profound effect upon station performance. If a simple alteration in programming tactics yields an extra ten minutes of listening per day, the weekly AQH benefit is enormous. I have become a better learner, which makes the station better for the listener." |
|
WNWV/Cleveland PD Angie Handa says: "In the toughest times that many of us have ever been through, how do you make the most of what you have? Research, marketing and promotional budgets are down, and in most cases, eliminated. Trip-a-day was the lightning rod that helped many good Smooth Jazz stations get the ratings they deserve, but only when other 'parts' of the station stayed strong. Now that we’re programming on a bare-bones budget, it seems that the radio stations that are super-serving their P1s are still going strong. |
|
“PPM metrics teach us to pay closer attention than ever before to the value of every second of every element”. –Smokey Rivers |