Urban Research Relevance

What Is The Message?

Research studies consistently show Urban radio's continuing strength and relevancy in some markets. Yet each time we report on a positive study, we invariably also find negative comments and criticisms questioning the accuracy of the studies. Critics point to markets where Urban stations that were consistent top-five market leaders have now sunk five or 10 positions. How do the experts explain this? Did the audience that once loved these stations suddenly find a new frequency? Regardless of their explanations and expert opinions, what is the real message and how should we interpret it?

Programmers and consultants insist that even though competing with other media has taken its toll, people still like and regularly use terrestrial radio. Arbitron recently found that over 70% of Americans cume radio on a daily basis. Usage of radio far exceeds usage of any other audio medium, although lately Pandora is becoming a serious threat in certain markets. Naturally, large numbers of critics question numbers like that. They are quick to point out that with Internet streaming, iPods, Pandora and other alternatives, it can't be possible that so many people would still use radio.

The fact that some new media supporters constantly attack radio and question any study which shows terrestrial radio's strength is not surprising. What is surprising and somewhat disturbing is that as radio programmers, we are just as critical. An alarming number of programmers no longer believe in radio and instead believe that it's just a matter of time before new media completely consumes terrestrial radio. I personally disagree with this negative notion.

I would be the first to acknowledge that the last few years have been especially difficult for radio in general and Urban radio in particular. But let's examine some of the reasons for Urban radio's decline. Many group-owned Urban and Urban AC stations have been stripped of essential resources. They've been forced to work with skeleton staffs, or in some cases, no staff and very few basic tools. For those programmers who have become victims in one of the recent financial implosions, it can be exceedingly difficult to continue to believe in radio's future.

Urban radio's ultimate fate is going to depend on its collective belief in itself and with its owners' willingness to invest in their stations. Forward-thinking owners have to realize that the cutbacks they've instituted have not only hurt their stations, they've made it nearly impossible for them to compete and succeed. They've got to begin adding back some of the resources they cut -- and they need to do it quickly. Otherwise even great programmers who have been beaten down with bigger work loads and fewer tools will remain skeptical.

Research & Format Fluctuations

Some Urban stations, particularly under PPM, have suffered substantial ratings reductions. We can blame sampling, Arbitron's PPM and its inability to pick up minority listening or any one of a number of reasons for dwindling digits. But to a certain extent, as programmers we're all at the mercy of the available product and of the popular music trends.

Radio listeners are spoiled with the many media choices they now have. They're more fickle than ever and are, for the most part, not married to an artist based on name value. Particularly with younger demos, it's all about the song. Do they like it or not? That's about as deep as it goes. And second, due to the fact that our core demo is young, many name artists that enjoyed great success in the past carry little or no weight with today's 18-24-year-olds.

Is research the answer? My answer to that -- and I look at a huge amount of various forms of research, particularly callout -- is if it's properly interpreted it can help. The risk is when you follow it to the exclusion of everything else, including your own ear, gut and common sense.

This is especially true with a hip-hop leaning Urban station, which is involved with younger demographics. Just getting those people on the phone for the callout, or in the auditorium for the music test has become increasingly difficult, if not impossible.

In many cases, the more you dig into things, the more contradictory the data looks. Programmers who let their callout rule their decision-making process are in trouble. An over-reliance on research combined with a lack of development of non-duplicable content can be the kiss of death.

Today, more than ever, young listeners have the opportunity to create their own radio stations in any number of ways and then take it with them. If our stations devolve to the point of simply being a programmed jukebox or a "Jack station" -- all music and little or no local content - there's even less reason for the audience to become passionate about what we do and make any kind of attempt to become loyal listeners and eventually become P1s.

The solution is for Urban programmers to find ways to integrate your product into pre-existing usage. Ignoring the iPod, Internet or Pandora is not going to make them go away

The key is to become a part of the new and cutting edge rather than being in denial of its existence.

Word.