Tuesday, January 23, 2007

What Can I Do Today?

In the spirit of NPR's 7.8 Project, which has the goal of increasing the average number of weekly tune-in occasions to public radio to 7.8 from 6.8, this suggestion:

Find five hours of programming to improve in your schedule. Ask this question, "What can we do do fix those five hours so that audience Loyalty for those five hours equals the average Loyalty for the week?"

Maybe it is better cross promotion. Maybe it is selecting stronger music. Perhaps it is improving the on-air performance of the host. Maybe you have to change programs.

There must be five hours on your schedule that can be fixed in such a way that your current audience will tune-in more. Every station has such an opportunity.

Find them today.

Then fix them in the next few weeks.


Anonymous Aaron Read said...

Hey John. Just wanted to leave a comment so you knew that we're still reading the blog. It's just that the last few posts I have nothing relevant to add to, so I've been staying quiet and letting people merely suspect that I am a fool.

For a change. :-)

Anyways, I did have a question for you. Anything worth noting on a macro level from the fallout at the new Iowa Public Radio? There was enough controversy over dumping OnPointfr for Diane Rehm that they actually brought OnPoint back. Now I read that some listeners want other shows back, too.

Granted, one of them is the show I work for so I'm biased. But I think it's an interesting case study nonetheless.

11:30 AM  
Blogger RadioSutton said...

Format and programming changes are always tricky. Very rarely will listeners call or write at the outset with praise. The challenge today is dealing with the negative comments. It is easier than ever for listeners to give their feedback. So in the case of Iowa, was there more negative reaction than at other stations when the format was changed? Or has new technology and the push for more interactive media just made it more apparent? I suspect that it is the latter.

I'd personally wait for at least one Arbitron book before making any format change. Otherwise, programming decisions are not being evaluated based on an objective measurement.

What Iowa shows is that we all have to develop thicker skin when it comes to listener feedback. We're going to be getting a lot more of it. Much of it will be negative. It will be easy to fall into a trap of trying to please those who take the time to write.

9:41 AM  

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