AM SHOW BENCHMARKS
QUESTION FOR DAN O'DAY:
I'm really debating with myself these days on something. Your
insight, please. As of the fall book, the morning show pulled a 4.4 share
with men 25-54 (our classic rock target). My competitor is a
guy named Chuck... he pulled a 13. He owns the men in this market
and has for about ten years. He's a local issue-type jock. Lots
of talk, phones, etc. Very little music, if any.
The PD and consultant have me doing lots of music, games, and
"parody songs, commercials, and occasional stunts".
Chuck is killing me in the 8-9 hour. My phones are dead, and
I'm having tremendous difficulty making it ring. It's only the
contest pigs that bother me at that time.... the same ten people.
I'm not a fan of benchmarks, but some of my popular elements,
like Mr. Manly, Chef Perry (from the Premiere Rock Network), Classic Rock
Challenge (a daily music-based game) - should I lock these in
at SET TIMES in the 8:00 hour? Is it possible (I've only been
on for 90 days here), that I can possibly "steal" some
of his men for these popular bits for the few minutes they're
on my airwaves? Should I, at this early point in my tenure here,
take anyone I can get, for the precious moments they'll give me?"
Is it even possible to expect these Chuck fans to break their
10-year habit during that hour?
Although in general I reject the idea of benchmarked entertainment
features, I agree with your thinking....In the short-term, at
If you really do have some listener-grabbers, it might be good
to lock them into the 8-9 hour at more or less predictable times.
That doesn't mean you can't play them earlier though; they could
be recycled in the 8-9 hour. And you could promote them heavily
>The PD and consultant have me doing lots of music, games,
"parody songs, commercials, and occasional stunts".<
When they hired you, is that what:
A) They told you they wanted you do?
B) You told them you wanted to do?
If not, it sounds like they are trying to force someone else's
personality onto your show.
>Is it even possible to expect these Chuck fans to break their
10 year habit during that hour?<
Sure, if you have the budget. Have a daily $1,000 trivia question
between 8 and 9...and give the answer once per half-hour between
6 and 8. (And put it on a billboard or tv spot, to attract his
Of course, if you don't have a budget for that, you can't do it.
It sounds like you do better against Chuck in the earlier hours.
Is he losing them, or are you winning them?
If you're winning them, why can't you continue to do in the 8-9
hour what worked so well in the 7-8?