Chasing Ratings

The problem with chasing ratings is how much you have to water down the product to appeal to the most people.

I’ve been accused of not spending enough time immersed in ratings and research data.

There's no question that I focus intensely on the product: Everything that comes out of the speakers on which your station is heard.

That includes liners and spots and promos and jock content. It all matters because it’s all the product your listeners end up hearing.

I've always believed that when your station sounds great, consistently and clearly better than the other stations in your market, ratings will follow.

So far, I've not been proven wrong.

If you want to hire a consultant who will do an in-depth analysis of every title in your music library, who will parse milliseconds in deference to Nielsen's PPM, who will not put anything on the air until it's been tested and researched, I'm not your guy.

(Actually, I’m not your guy anyway because I’m not accepting new clients, not that you would’ve called. I’m just saying…)

Still, it was gratifying to learn of another consultant, much more famous and successful than I, who is pushing back against the relentless data obsession today.

Who else, you ask?

Click HERE and find out...

And then, turn off your computer, walk outside your building, put your station on your phone and just listen to what your listeners are hearing.

Do that for a couple of hours every day.

I bet you end up making some changes…