{"id":6781,"date":"2010-08-17T00:05:13","date_gmt":"2010-08-17T07:05:13","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=6781"},"modified":"2010-08-21T09:12:32","modified_gmt":"2010-08-21T16:12:32","slug":"radio-music-repetition","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2010\/08\/radio-music-repetition\/","title":{"rendered":"RADIO MUSIC REPETITION, P1 LISTENERS AND CUME"},"content":{"rendered":"<p>The following is excerpted from <a href=\"http:\/\/danoday.com\/fundamentals\"><strong>Fundamentals of Radio Programming<\/strong><\/a> by <span style=\"color: #000080;\"><strong>Randy Michaels<\/strong><\/span>&#8230;.  <a href=\"http:\/\/danoday.com\/blog\/wp-content\/uploads\/2010\/08\/PhonographRecord.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-thumbnail wp-image-6786\" title=\"radio music rotation\" src=\"http:\/\/danoday.com\/blog\/wp-content\/uploads\/2010\/08\/PhonographRecord-150x150.jpg\" alt=\"radio music program\" width=\"150\" height=\"150\" \/><\/a> We need to research our music, and in my opinion any music station should be playing 50% Powers.  If you\u2019re in a really competitive situation, consider 70%. Consider 80%.  \u201dRepetition\u201d is a huge complaint from listeners. But think about it: People don\u2019t complain about your playing their favorite song over &amp; over. They complain about you playing the stuff that\u2019s burned out over &amp; over!  Everyone says they want \u201cmore variety.\u201d What does that mean?  I saw this in one Classic Rock research project:<\/p>\n<blockquote><p>&#8220;More variety! I\u2019m tired of \u2018Stairway to Heaven.\u2019 Give me more songs that I like that much.\u201d<\/p><\/blockquote>\n<p>Well, they don\u2019t exist!  We\u2019d love to play some songs you like as much as \u201cStairway to Heaven.\u201d What are they??  Research is a wonderful tool and a real trap. Most stations don\u2019t use it correctly.  There\u2019s a real tipping point in picking the sample.  I\u2019ve attended auditorium tests where they recruited warm bodies, 18-34 year-old men. It\u2019s for a Rock station, and they\u2019ve got people who listen only to Country.  Let\u2019s see if we can make sense of this:<\/p>\n<p style=\"padding-left: 30px;\">If you never listen the radio, I don\u2019t care what you like.<\/p>\n<p>If I\u2019m a Rock station and you happen to love Clint Black, I don\u2019t care.  If I\u2019m a Country station and you\u2019re a huge Rock fan, that\u2019s nice; see you later!  You want people who sample your product.  On the flip side, you get PDs who say,<em> \u201cOh, I only want my core audience. I don\u2019t want my cume; I want only my core, my P1s.\u201d<\/em> And then you can end up with another problem.  Research is like a big parabolic mirror. We collect data and we play back the center of the reflection.  If you keep tightening up that focus, suddenly you have a declining core and a continually narrower target.  The right way to set up your research is to look at your cume, look at the stations you share with, and have a ratio of core to cume that is in line with the ratings data.  You don\u2019t want want to research Country-exclusive listeners if you\u2019re a Rock station.  But you don\u2019t want to be researching only your core either, because they\u2019re already your core! What do you want them do? Not sleep?? When they\u2019re listening to the radio, they\u2019re listening to you!  It\u2019s an intelligent balance. Once you\u2019ve got that right, use it!  Excerpted from <a href=\"http:\/\/danoday.com\/fundamentals\"><strong>Fundamentals of Radio Programming<\/strong><\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The following is excerpted from Fundamentals of Radio Programming by Randy Michaels&#8230;. We need to research our music, and in my opinion any music station should be playing 50% Powers. If you\u2019re in a really competitive situation, consider 70%. Consider 80%. \u201dRepetition\u201d is a huge complaint from listeners. But think about it: People don\u2019t complain [&hellip;]<\/p>\n","protected":false},"author":22,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":{"0":"post-6781","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>RADIO MUSIC REPETITION, P1 LISTENERS AND CUME - 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\/2010\/08\/radio-music-repetition\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"RADIO MUSIC REPETITION, P1 LISTENERS AND CUME - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\"The following is excerpted from Fundamentals of Radio Programming by Randy Michaels&#8230;. We need to research our music, and in my opinion any music station should be playing 50% Powers. If you\u2019re in a really competitive situation, consider 70%. Consider 80%. \u201dRepetition\u201d is a huge complaint from listeners. 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