4 Questions with Programmers
Radio is constantly evolving, and programmers are adapting to stay connected with their audience. From the songs that resonate most to the role of data in decision-making, shifts in listener behavior, and bold new ideas, here’s what’s shaping stations today, according to a few PDs from small, medium, large and major market stations…
What songs are resonating with audiences?
Brandon Lake / Jelly Roll collaboration on “Hard Fought Hallelujah”
Seph Schlueter’s “Running Back to You”
Megan Woods’ “The Truth”
Jamie MacDonald’s “Desperate”
We Are Messengers “A Thousand Times”
How are you using data and analytics to make smarter programming decisions?
Jeremy Louis PD / JOY FM & BOOST RADIO – Two fold. In the past couple of years we conducted a large scale perceptual research project. We also had a couple smaller qualitative interview groups as well. In addition to that, the past two years we have been afforded the opportunity to utilize auditorium music testing for a more strategic review of our playlist. Those efforts, combined with weekly music testing help address a couple key questions. First, what our current audience expects from us and are we delivering on that expectation? Second, what messaging most resonates with the potential audience in our market and how we can best engage a relationship with them via all potential platforms? All this influences everything from the daily on-air product to external marketing campaigns to community partnerships.
Troy West Program Director / EMF Radio Group – We study listener insights and analysis through multiple sources. We have weekly music research; we track listener engagement with songs through our app. We are currently working on game changing technology that will help us understand real time emotional sentiment of listeners across the country. We will be able to use this information to create or altar content based on what we see. We analyze data from our new streaming stations, and some of our music industry partners share analytics that help us see how songs are performing with DSP’s, social media, YouTube and more. I monitor social media and online forums to gauge listener sentiment about our programming. We’re careful not to let data drive every decision — our heart for ministry and the leading of the Holy Spirit remain our compass. Analytics sharpens our instincts, helping us avoid guesswork and focus on what truly ministers to our audience
Brittany Riva PD / WCSG – Data and analytics help us to know where to devote our time. For me, data isn’t the reason for starting or stopping something, but it can help you discern how much time and effort to put into it, or how much time you want your people to spend on something. I have also seen data show that some of the programming “rules” don’t necessarily apply anymore. Data is great, but if you forget to look at it in context of your market, your listeners, and your station’s goals…it could lead to some poor decisions.
Tony Weir PD / The House FM – With the increased data we receive now, I think it’s twofold. We’re seeing numbers from additional sources confirming other numbers on the songs with the most engagement, which further strengthens our confidence in what we’re playing the most. And we’re seeing spotlights on newer music that can engage the radio audience and inform choices. Here’s a song that seems to be engaging people on other platforms; it feels like a solid bet people will engage with it hearing it on The House.
Denise Harper PD / The Bridge (WKNZ) – I am definitely interested in consumption reports but I lean heaviest on Mediabase and Troy national reports alongside our customized Troy Research from our music crew. For me, it is all weighed alongside the ART of musical playlist. The balance of art with science is its own chemistry blend. One without the other is either too heavily eclectic (all art) or too sterile or polished (all science). The nuances and unexpected pops in our playlist are often part of the ‘surprise and delight’ for our listening audience.
What’s the biggest shift in listener behavior you’ve noticed in the past year, and how has it impacted your programming decisions?
Jeremy – This past year for several ratings books there was a noticeable uptick in the 18-34 demographic. We already were trying to strategically keep the younger end of the audience and next generation in mind with programming decisions, but this helped to show that perhaps some of our efforts might be connecting. On the flip side, there is a great challenge as well, based on some research of the under 30 crowd who simply do not have the habit of choosing FM radio. We are being very mindful of that as we approach future planning and vision casting.
Troy – I have noticed that there is increased listening for those who are18-35 seeking Christian content on their terms. Most of the engagement is through their phones. They are connecting with us through the K-LOVE or Air1 app, listening to K-LOVE or Air1 streams, or discovering new music on K-LOVE Future Hits, K-LOVE Eras, or our Decades stations. We have an amazing Podcast Network called AccessMore. 18–35-year-olds love spoken word content, so we work hard to introduce new podcasts, videocasts and updated episodes. We are doubling down to make sure our streaming platform content sounds and looks amazing.
Brittany – We’ve noticed that the average age of our callers has dropped, and we’re getting more kids calling in, which is fantastic! Our on-air team has really worked hard to encourage these calls. It’s made us more intentional about having engaging conversations with our younger listeners, especially since their parents are often in the car with them. I also feel like our music choices have been a bit more up-tempo and upbeat. While it hasn’t drastically changed our programming, we definitely see it as a privilege (and a great investment for the future) to have younger listeners actively engaging with us.
Tony – From a listener-support view, we continue to see fewer people giving, but those people are giving more. On the programming side, The House has always targeted slightly younger than traditional AC, but even we see the “aging of the audience.” Where we used to have an easier acceptance of more “pop” music, there seem to be now fewer songs that can accomplish that “blend” that widened our sound in previous years.
Denise – We noticed measurable growth in the 25 – 34 age group in our ratings. Incorporating songs from Forrest Frank, Bay Turner, Terrian and others are part of the equation I think. We have incorporated imaging in our programming that echoes the listener comments that come in from perceptuals on our music surveys, studio text messages and emails.
If you could implement one bold, risk-taking idea at your station today, what would it be?
Jeremy – This is a tough one…IF the talent pool were available, it would be a fun challenge to launch a new initiative hosted by and made for those 18-34 years old. Maybe even something for the teen/tween crowd. Wouldn’t that be amazing!?!
Brittany – I would quit doing our two on-air fundraising drives. I guess I should clarify that a bit. I would love to have such consistent giving throughout the year that we could JUST celebrate on-air a couple of times a year (and maybe softly invite in new donors a couple other times during the year). Less of a “thanks for giving, and if you haven’t give, you can give now” and more of a “look what God has done through your gifts of support.”…no added ask. BUT that kind of transition takes a LOT of groundwork, and we aren’t there….yet. I hope I didn’t make our Development Team too upset with this answer!
Tony – We’re preparing to implement our app and website’s first “stream-only” station. Seeing if the time, effort, and investment pay off is definitely a risk for our small staff. At smaller stations, many ideas that may not be a risk to larger ones sit differently when limited by different resources.
Denise – Well…last week we started playing Brandon Lake’s “Hard Fought Hallelujah” WITH Jelly Roll. I had already been wrestling with how our listeners would take hearing ‘been through hell’ on their Christian radio station. The mom driving her littles around in the backseat hearing a word they’re not allowed to say…. Then add the Jelly Roll version…. So far not a single complaint. BUT, a fair number of listeners actually THANKING us for playing it. (Oh, how far we’ve come from 90’s Christian radio…in so many ways. Especially the fact that listeners really want authenticity and truth in their lives and from their station.)
