> Kidd Krad-dick in the morning?! Who's programming at Mix
> 97.7 in Myrtle Beach anyway? I thought they were "live &
> local"?!
>
> Judging from Kidd's affiliate track record, looks like Mix's
> downward trend of the last 4 books will continue.
>
The good thing about Kraddick is, that show is consistently pretty good, and if management will put in on, produce it well, and keep it on for a couple of years, it should do great. Consistency is important.
MB radio has really been through the ringer over the past few years. I'm sure listeners have no idea what they are listening to anymore. It seems like hardly anyone has stayed on the same station for the past 365 days straight. Part of the problem might be short-sighted owners, and part of it might be small sample sizes causing wild fluctuations in ratings combined with management that reacts to every trend. With only two books a year, you can't correlate ratings to programming content unless you are rock-solidly consistent for at least year and a half.
This might be a crappy metaphor, but it's like steering a big ship. After you turn the wheel on a big ship, it takes a while for the ship to begin turning. If you keep changing the steering before the ship has even fully turned to the first course, you'll just keep drifting around with no direction at all, and you will never know where you would have ended up if you had stayed the course.
As to whether the Kidd show sucks or not, it's goung to take at least 18 months before we will have any idea of what listeners think, and they are pretty much the only ones who matter.