Keith HillThe UnConsultant |
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October 17, 2019
Keith Hill, The UnConsultant, "The tighter the library, the more certain you can be of every song."For decades, radio has proven to be resilient. With the growth of digital/social/mobile platforms during the last 10-15 years, what programming strategies have emerged and helped radio maintain its audio dominance?
Keith: Think of radio as the really gigantic fish and there are lots of little fish nipping at us all the time. What we have learned is our cume reach hasn’t been challenged; however, our time spent listening/time spent exposed has gotten shorter. That means in music radio we can tighten our libraries and play even better-testing product all the time. The key is generating tune-in occasions. Radio stations I work with are trying to drive the number of occasions and the length per occasion.
In our short-attention-span world, every format is evolving more into a CHR schema. I believe with the data of occasions and length per occasion, a station can be "tuned" to their P1 turnover, then adjusted to drive the length of each occasion.
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