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There’s a
difference between a radio station that is built on research, and
one that is defined by research. One is sterile and technical,
while the other is deep, with natural textures that create
emotions. I’ll take the first option every time.
If you’re like
most smart radio stations you test your music, probably online and
maybe in an auditorium test or two during the year. You probably
mix in some perceptual questions for your online panel and may have
a small survey that you hand out at remotes and concerts. All of
these tactics are a great way to learn what your audience thinks of
your music, morning show and station overall, but in order to go
from being a good radio station to a great one, you have to dig
deeper behind the “what” and find the “why”.
If you’re one of
the stations using a “family friendly” or “safe for the whole
family” position, you probably know that tag line tests well with
women, specifically Moms. But want you can’t tell from numbers is
why it tests so well. The power of that line and coinciding brand
doesn’t come because of magical word placement, but because it makes
a woman feel like better mother, friend of wife. See the
difference?
The same holds
true for songs; Chris Tomlin’s “Holy Is the Lord” doesn’t only test
well because people like the sound and tune (they do), but mostly
because it helps them connect with God in a simple, yet powerful
way. The song “I Can Only Imagine” tests high because it lets
people escape the day to day hassles of life for a few moments and
focus on being in eternity. Unlike every other format our music
isn’t just entertainment, it is a reflection of feelings of worship
and love that we may not be able to put into words ourselves.
Your radio
station can only get better by using research; that is a given. But
make sure you look at all that research data and ask “why”
non-stop. In asking why you’ll truly understand what your research
is telling you. In those answers are the difference between a
technically sound radio station that says all the right things and
an excellent station that literally breaths on its own and feels and
reflects the listener’s feelings and priorities.
Have a thought
or question? Get a hold of me at
scott@radiorenew.com!
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Scott Michaels publishes engaging radio dialogue at
http://radiorenew.com and is an experienced Program Director in
the Christian AC and CHR format with fifteen years experience.
He landed his first full-time radio position in Portland, Oregon,
and has since programmed stations like KKJM/St. Cloud, WQCK/Baton
Rouge, KSGN/Riverside and KWPZ/Bellingham & Vancouver BC. He
also recently spent time as the Director of Operations & Research
for CRISTA Broadcasting (including KCMS-FM) in Seattle. Alan
Mason, John Frost and Scott Valentine are some of the many whom
Scott considers mentors.
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