Do you view radio as a product? Radio is a product, of an intangible nature. We also believe that it requires more understanding of your consumer (or listeners), than that of a tangible product.
When we see what a new grocery store or cola product does in the line of researching their potential customer, before they go to market, it draws a clear picture of how out-of-touch we can really be in our radio marketplace. It is not uncommon for a new department store or supermarket to spend hundreds of thousands of dollars on focus group studies, product preference tests, isle configuration, location analysis, floor types, color coordination and yes, even music tests to determine what type of music works best in different departments. Contrast this with many radio stations in the country, where the program and music director can spend as little as 15 to 20 minutes a week sampling the music product that ends up on the station, without any testing! This 15 to 20 minutes is then usually riddled with several interruptions, making the session even less productive.
It could be said that a radio station can model themselves after other successful stations and don’t really need the research but did you know that even the “chain- franchise” stores that build all over the country, still do their homework and research before they go to market. Radio, as an industry, would produce exponentially more revenue if we relied more on research and less on radio-cloning. Even if your station is getting good ratings, without research of any kind, think of how much more powerful it would be if it were aligned more closely to your target. Coke sells millions of gallons of cola every year, with staggering profits, but they still do their research.
If every station in your market would put as much effort into understanding the tendencies, likes & dislikes of their audience, shares would be 2-3 times what they are right now, in many cases. The great news is, all stations in your market won’t do this, BUT YOU CAN! Dream for a moment about the distance you could put between you and your competitors, under these conditions, both in ratings and revenue. If you’re not smiling right now—something is wrong! At ADG, our job many times, is to convince people to do what they may not want to do…so they can be what they’ve always want to be.
Brian Wright is a 30 year radio veteran who has successfully served many companies over the years as Program Director, Operations Manger and VP of programming.
After many years of success working for individual radio stations and clusters, Brian Joined one of the most trusted consulting firms in the country, Audience Development Group.
For the last 15 years Wright has enjoyed building alliances with scores of stations in the US & Canada helping them grow in ratings and revenue.