One Minute On PPM
But the adage, "you become what you measure," will also have more meaning. Too much focus on minute-by-minute analysis will lead to minute-by-minute programming tactics. That would not serve public radio well.
PPM presents another new opportunity that has the potential to serve public radio even better than either today's diary-based measurements or tomorrow's minute-by-minute analyses. PPM will allow us to measure audiences and their behaviors over months, even up to a year.
This longer view will help us better understand and manage the ongoing relationship between a public radio station and its listeners. We know the Cume, the total number of people who listen to public radio, will be much larger. Over a year, it could be twice as large as the weekly Cume. (Only 1 in 20 gives? Yikes!) We'll be able to analyze how people who enter the audience as new listeners develop regular listening habits. Listeners who appear to be Fringe listeners over the course of a week might very well be Core listeners over the course of a month or two.
Understanding these long-term dynamics will help us develop programming, promotion, and fundraising strategies that keep listeners and contributors for years rather than minutes.
It's an opportunity we should eagerly embrace.