We won!… er… now what?

It wouldn’t be the first time it’s ever happened to anyone. You get to the destination and then you go, why did I want to be here in the first place??When I was programming a radio station, the big question I always asked was “What does the win look like?”

And on the surface the answer is obvious – you win the ratings for your segment. But there’s a whole lot more to the business of radio.?

While there is a lot of creativity involved, radio, for the most part, is a business. That of course means there is a bottom line to be mindful of and in most cases it is advertising that will ultimately support the business.?

So establishing what the target audience is worth before you target it, is even MORE important than actually getting them.

There is a tendency among programmers to gravitate towards trying to be the hippest station in town, but if the state of the radio business in your market is such that the “youth” advertisers just aren’t using radio (or worse, they’re actually moving AWAY from it), it is MUCH better to know that before you get to the top of that hill than when you are way up there and you need another hill.

This entry was posted on Friday, April 10th, 2009 at 8:42 am and is filed under Radio. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.