RELENTLESS RADIO

 

Author:	Jerry Williams
Published:	January, 1999

 

The word for 1999 is "usage". The concept has been around for quite awhile, though the actual word itself has only recently come into common, well, usage, especially in regards to radio. The nutshell version of usage states that you program your radio station based on the way people use the radio. That statement begs a couple of questions: 1) How do you find out how people use your station, and 2) How should that affect your programming? The short answer to the first question is research. Arbitron has a wealth of information on how your listeners use your station, like Time Spent Listening (TSL), Listening Location, and stations you share cume with. This kind of information can aid you in determining things like how often your currents should rotate, how late into the morning you should continue airing traffic reports, and why people are tuning you out at certain times of day, and how you can combat it. While Arbitron contains loads of vital information, don't neglect talking with your listeners yourself. Focus groups are another good way to get a handle on usage, among other things. Can't afford Arbitron or focus groups? Take every opportunity to meet face to face with your listeners, whether that's at remotes, concerts, personal appearances, or on the phone. Ask them usage related questions; what time of day do you listen, how often, for how long? Do you listen in the car on the way to work, while dropping the kids at school, at home, at work? Any time of day you don't listen (what do you have on the air at those times)? What other stations do you listen to, and when, for how long, where, and why do you listen to that/those particular stations? The more we understand how people use radio in general and our stations in particular, the better we can focus our programming elements to meet the needs and fit the lifestyles of our listeners.

 

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