{"id":279,"date":"2009-02-14T01:05:00","date_gmt":"2009-02-14T08:05:00","guid":{"rendered":"http:\/\/danoday.com\/blogWORDPRESS\/2009\/02\/14\/your-radio-station%e2%80%99s-most-important-asset\/"},"modified":"2009-02-14T01:05:00","modified_gmt":"2009-02-14T08:05:00","slug":"your-radio-station%e2%80%99s-most-important-asset","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2009\/02\/your-radio-station%e2%80%99s-most-important-asset\/","title":{"rendered":"YOUR RADIO STATION\u2019S MOST IMPORTANT ASSET"},"content":{"rendered":"

<\/p>\n

(Excerpted from <\/span>Randy Michaels’ <\/span>FUNDAMENTALS OF RADIO PROGRAMMING<\/a>.<\/span><\/span><\/span><\/span><\/span><\/p>\n

There is a hierarchy of importance in any radio station. <\/p>\n

What is most important about your<\/span> radio station?<\/p>\n

The Product?<\/p>\n

No.<\/p>\n

Bottom Line?<\/p>\n

No. The most important thing is your signal.<\/span> <\/p>\n

If they can\u2019t hear you, it doesn\u2019t matter. <\/span><\/p>\n

You can put together the greatest radio station anyone has ever conceived, but if people can\u2019t hear it then it isn\u2019t worth it. <\/p>\n

The first thing you do when you program a radio station is look at who you cover, where the signal is strong. <\/p>\n

The signal, by the way, isn\u2019t that circle they have on the map in the Sales Department. \u201cSignal\u201d is a very complex thing. <\/p>\n

How much signal does it take for the average radio to work? There\u2019s no good answer to that. <\/p>\n

In the absence of any other strong signals, .5 millivolts may be killer on FM. <\/p>\n

But if you have a very strong transmitter next door, you can have what\u2019s called desense. <\/span>Cheap radios have their internal amplifiers all turned down by a nearby strong signal. A car radio hears it while a clock radio doesn\u2019t and a Walkman doesn\u2019t.<\/p>\n

You have signals that cause intermodulation<\/span>, which spoils the reception of another signal. As you think about your programming, you should know a lot about your signal. <\/p>\n

There are neighborhoods where it\u2019s good and neighborhoods where it\u2019s bad. Radios where it\u2019s good, radios where it\u2019s bad. <\/p>\n

When I go to a market for the first time, I drive around with a dozen different radios. I go through office buildings, I listen in different neighborhoods on different kinds of radios and really try to understand the signal. <\/p>\n

The signal is first & foremost; that\u2019s your Distribution. Procter & Gamble knows you can\u2019t buy Tide if you can\u2019t find it on the shelf. It\u2019s all about Distribution. <\/p>\n

If you don\u2019t have the best signal in the market, doing too well can be a problem. Because if you do really well on a secondary signal, somebody with a great signal can take your position just because they\u2019re easier to find on the dial. There are dozens of examples of this. <\/p>\n

Signal is the most important thing. If they can\u2019t hear you, it\u2019s a problem. <\/p>\n

When I was building Jacor and later Clear Channel, I started with transmitter power. I didn\u2019t care if the format was Religion or Polka or whatever. Just give me the biggest transmitter. WLW\/Cincinnati was the first radio station I was a part of buying, and it was bankrupt. But I wanted the 50,000-watt transmitter.<\/p>\n

It all starts with the signal<\/p>\n

Here is where you can read<\/span><\/a> the entire FUNDAMENTALS OF RADIO PROGRAMMING, and here’s where you can <\/span>hear<\/span><\/a> it.<\/span> <\/p>\n

<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

(Excerpted from Randy Michaels’ FUNDAMENTALS OF RADIO PROGRAMMING. There is a hierarchy of importance in any radio station. What is most important about your radio station? The Product? No. Bottom Line? No. The most important thing is your signal. If they can\u2019t hear you, it doesn\u2019t matter. You can put together the greatest radio station […]<\/p>\n","protected":false},"author":22,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[124,83],"tags":[],"class_list":{"0":"post-279","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-radio-programming","7":"category-randy-michaels"},"yoast_head":"\nYOUR RADIO STATION\u2019S MOST IMPORTANT ASSET - DAN O\u2019DAY TALKS ABOUT RADIO<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/danoday.com\/blog\/2009\/02\/your-radio-station\u2019s-most-important-asset\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"YOUR RADIO STATION\u2019S MOST IMPORTANT ASSET - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\"(Excerpted from Randy Michaels’ FUNDAMENTALS OF RADIO PROGRAMMING. 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