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AS REQUESTED: Narrow Target / Broad Appeal

T

toddohio

Whether it's all music or all talk or somewhere in between, many, many Christian radio stations make this mistake...in my opinion.


Mistake Station: has preaching from traditional to "spirit-filled" mixed with music from southern gospel to rock shows (or an all music station).

Mistake Station is broadly targeted with a narrow appeal. Meaning...they have programs or music that attract many ages. The problem here is that listeners are more loyal to their favorite show than they are the entire station. Plus...these core listeners are passionately complaining that you're not Christian enough or you're too secular. So, Mistake Station's DJs or programs over-compensate by super-serving these ultra Christians with "Christianese language." Mistake Station has no research budget. Mistake Station is always struggling financially and never adding new listeners.


Here's another station...


Successful Station: aimed at a ___ year old person where every programming, promotional, fundraising, etc. decision is made with this person in mind.

Successful station is narrowly targeted with a broad appeal. Meaning...all of their programming meets needs and expectations and is an actual reflection of their target listener's lifestyle. Their listeners are loyal to the station - not a specific program. These listeners are passionately telling friends and family members about Successful Station. Their DJs talk about broad lifestyle topics that their target listener will connect with and feel like they're a part of an actual relationship - they don't feel preached at by the DJ. Successful Station has a clear Christian mission and it's music or programs reflect that. Successful station researches what their target listener wants. Successful Station is also...well...successful because it connects with every aspect of the listener's life - not just the spiritual side.


<P ID="edit"><FONT class="small">Edited by toddohio on 01/04/06 07:05 PM.</FONT></P>
 
More on Target/Narrow

From the position of jock:

It is much much harder to communicate WITH someone if you aren't exactly sure who you are talking with.

If I'm given a platform to reach the masses and told I'm actually talking to all of them, and yet needing to reach each of them individually...how can I develop content and execute a break that is meaniful, relevant, and concise?

If I'm given a profile, a specific woman (or man) to communicate with...then I'm just chatting with a friend and I'm better able to share a story, offer an insight, or relate a message (any message) in a very effective way.

The lack of a profile, or specific target lends itself to many jocks turning the attention to themselves, or just getting through the break with station promotion or a liner card. Because there is no one person to focus on...well...it becomes a microphone in a studio instead of a friendly chat inside the car, by the desk at work, or in the kitchen before suppertime.

Part of the problem with radio these days is PERSONALITY. That is, this aspect of programming MUST come back into the overall "image" listeners have of radio. Certainly, they tune in for music or talk...BUT if we can CONNECT with them during our short :15-:30 second breaks between...WOW.

And those connections are much much much harder to make when we aren't exactly sure who it is we are talking with.

e<P ID="signature">______________
RADIOELIZABETH
Pleasant, Passionate, Persuasive
www.radioelizabeth.com</P>
 
> Whether it's all music or all talk or somewhere in between,
> many, many Christian radio stations make this mistake...in
> my opinion.
>
>
> Mistake Station: has preaching from traditional to
> "spirit-filled" mixed with music from southern gospel to
> rock shows (or an all music station).

I can agree but I can also disagree with you on this. I think if its a situation where your the "only Christian station within many miles" then there is a possiblity of having a successful station with a mix of programming. Heck there are some parts of the country where people would break a leg or two just to have an ounce of Christian radio, now I know this is becoming lesser with Satellite Radio, KLove, more Christian stations etc.. but still there are a few areas.

I think a station has to decide its target, if the stations target is really hard core preach only to the Christian ministry and nothing but ministry then yes your going to see a station that focuses more on the Christianity aspect, if your target is to reach the lost, and give a hope to someone that is hurting, then you are not going to spend 50 mins an hour preaching God's word to them, you are going to relate to them in a REAL way, talk to them like a friend, bring up issues they face daily in life, and relate to them, and while your not on air, the music you play will also do its part in ministering to them.

I know of people do not consdier themselves Christians, that will tune into my Christian Rock station online and listen and ENJOY because every other word is not God or Jesus, but without thought their still being ministred to because there are songs that deal with walking with the Lord etc, la la la, Hopefully you get my drift, but they would NEVER tune into a station with someone preaching 24/7 or someone playing Barlow Girl one moment and Dr Dobson the next.


That's my two cents,
Matt

<P ID="signature">______________
Program Director/Music Director
X Music Online
The X
Today's Best Music
http://www.xmusiconline.com/</P>
 
"The River" said it all the other day as I went through Austin. Their message is in the lyrics, listen and you will get the message.

So - they are loyal to the scriptural integrity of the message, regardless of musical style. That, however, is the exact opposite of the way most secular stations operate. They strictly adhere to the style, and don't care at all (or very little) about the lyrics.

Perhaps there is enough material in Christian stations to remain true to the scriptural integrity of the lyrics AND maintain a consistant musical style.

By the way, I used to work for mistake radio. I would give you call letters - but I like the owners and don't want to embarrass them. Their station fit your description EXACTLY. I remember that preachers would drop off their cassettes with checks rubber banded to them during my show. One of them, by the way, was a chain smoker. Another was a domestic abuser. I didn't listen to their preaching shows, needless to say! Musically, the station was a mess. Praise and worship hymns by default on the automation punctuated with dozens of preachers. CHR and Hot-Ac on shows before mine. Christian rock on mine with a segment of Christian dance. Christian industrial metal on the show after mine.
You paid your money, you got your show -
 
Re: More on Target/Narrow

I usually find your comments to be intelligent, cogent, and they frequently calm down my soapboxes. If I had one wish for you, however, it would be that you would learn to care as passionately about reaching Christian men with radio as you are with reaching Christian women. In many of your posts, the tone comes off that you are only concerned with women - let the men go to ____ by implication.
 
Re: More on Target/Narrow

Bruce Carter wrote:
"I usually find your comments to be intelligent, cogent, and they frequently calm down my soapboxes. If I had one wish for you, however, it would be that you would learn to care as passionately about reaching Christian men with radio as you are with reaching Christian women. In many of your posts, the tone comes off that you are only concerned with women - let the men go ____ by implication."

I care very much for the men. Which is why I believe Christian AC needs to target WOMEN. In the home, in the car...etc... women's roles allow them control of "environment"...that is... in MOST cases, they are setting the presets and selecting the song that will be sung on the radio. Now, that is a pretty big stroke of the brush myself, BUT...it is an accurate representation, due to our various roles in this culture and society.

From the workforce, to the home, to the trips to the salons and shopping centers...women just USE radio differently than men.

Men DO have radio stations as well. There are MANY MANY MANY stations on the dial targeting men. From teaching to talk to sports to rock...there is a frequency or two that let the women go ___ as well. That isn't to say women aren't listening, just not as often or as much as the men.

Regarding Christian radio:

Christian AC targets WOMEN. That isn't my passion, that is audience share, cume, tsl, market research, etc...


Now, again, I DO have passion for reaching men. And my numbers are strong with men (as they are with women). So, I venture to guess if we were to discuss those frequencies targeting men, that would be a fun converstation as well.


(by the way, thanks for the compliments. :) )
e


<P ID="signature">______________
RADIOELIZABETH
Pleasant, Passionate, Persuasive
www.radioelizabeth.com</P>
 
my personal opinion now is target one group. did i just say that :)..reason. with internet radio and xm and sirius having christian rock stations there is really no reason for a christian ac to play rock anymore. or rap..why with hundreds of choices online? and again this is a totally diffrent view than i had just 2 weeks ago. that was before i realized how many stations were online. and the fact that most people have the net now. and almost 10 milion people have xm/ or sirius. if you want rock or rap get live 365. they have a lot of good stations. plus for free you can get yrock and ypop online. one is rock. the other is rap/urban. and are both broadband stations.


> > Whether it's all music or all talk or somewhere in
> between,
> > many, many Christian radio stations make this mistake...in
>
> > my opinion.
> >
> >
> > Mistake Station: has preaching from traditional to
> > "spirit-filled" mixed with music from southern gospel to
> > rock shows (or an all music station).
>
> I can agree but I can also disagree with you on this. I
> think if its a situation where your the "only Christian
> station within many miles" then there is a possiblity of
> having a successful station with a mix of programming. Heck
> there are some parts of the country where people would break
> a leg or two just to have an ounce of Christian radio, now I
> know this is becoming lesser with Satellite Radio, KLove,
> more Christian stations etc.. but still there are a few
> areas.
>
> I think a station has to decide its target, if the stations
> target is really hard core preach only to the Christian
> ministry and nothing but ministry then yes your going to see
> a station that focuses more on the Christianity aspect, if
> your target is to reach the lost, and give a hope to someone
> that is hurting, then you are not going to spend 50 mins an
> hour preaching God's word to them, you are going to relate
> to them in a REAL way, talk to them like a friend, bring up
> issues they face daily in life, and relate to them, and
> while your not on air, the music you play will also do its
> part in ministering to them.
>
> I know of people do not consdier themselves Christians, that
> will tune into my Christian Rock station online and listen
> and ENJOY because every other word is not God or Jesus, but
> without thought their still being ministred to because there
> are songs that deal with walking with the Lord etc, la la
> la, Hopefully you get my drift, but they would NEVER tune
> into a station with someone preaching 24/7 or someone
> playing Barlow Girl one moment and Dr Dobson the next.
>
>
> That's my two cents,
> Matt
>
<P ID="signature">______________
note to the NAB..satellite radio..its worth paying for!!</P>
 
Re: More on Target/Narrow

i am a man and i control what is played in this house. not my wife. also she has her car. i have my truck. i also dont know of very many men that let their wives dictate what they listen to. on the flipside she can listen to whatever she wants. when she wants. we have more than one stereo in this house. we have 3 xm radios in this house :)..

and e is right on the mens stations. they dont care about the women if they are targeting men. case and point. a strip club advertisment on the classic rock station. they all do it! you think the women like that? no! at least the ac stations usually dont have rated x advertisements that are not suitable for kids.

as far as the targeting goes think of how amny men listen to christian radio (ac)..i dont know of very many! no teens either! listen to online radio..i do. and i never. ever. have to hear point of grace again!! HALLELUJAH!!









> Bruce Carter wrote:
> "I usually find your comments to be intelligent, cogent, and
> they frequently calm down my soapboxes. If I had one wish
> for you, however, it would be that you would learn to care
> as passionately about reaching Christian men with radio as
> you are with reaching Christian women. In many of your
> posts, the tone comes off that you are only concerned with
> women - let the men go ____ by implication."
>
> I care very much for the men. Which is why I believe
> Christian AC needs to target WOMEN. In the home, in the
> car...etc... women's roles allow them control of
> "environment"...that is... in MOST cases, they are setting
> the presets and selecting the song that will be sung on the
> radio. Now, that is a pretty big stroke of the brush myself,
> BUT...it is an accurate representation, due to our various
> roles in this culture and society.
>
> From the workforce, to the home, to the trips to the salons
> and shopping centers...women just USE radio differently than
> men.
>
> Men DO have radio stations as well. There are MANY MANY MANY
> stations on the dial targeting men. From teaching to talk to
> sports to rock...there is a frequency or two that let the
> women go ___ as well. That isn't to say women aren't
> listening, just not as often or as much as the men.
>
> Regarding Christian radio:
>
> Christian AC targets WOMEN. That isn't my passion, that is
> audience share, cume, tsl, market research, etc...
>
>
> Now, again, I DO have passion for reaching men. And my
> numbers are strong with men (as they are with women). So, I
> venture to guess if we were to discuss those frequencies
> targeting men, that would be a fun converstation as well.
>
>
> (by the way, thanks for the compliments. :) )
> e
>
<P ID="signature">______________
note to the NAB..satellite radio..its worth paying for!!</P>
 
Re: More on Target/Narrow

smashed cd wrote:
"i am a man and i control what is played in this house. not my wife. also she has her car. i have my truck. i also dont know of very many men that let their wives dictate what they listen to. on the flipside she can listen to whatever she wants.


I didn't say women dictated what men listened to. I said they control the environment...again, not all cases, I said most...and we are talking mostly about families. I'm not going to presume that if you and your wife are in the car together that you "force" her to listen to what you want either... I'm going to guess it's mutual, but that as the man, you give in to her more times than not (because you are cool that way). ;)


" at least the ac stations usually dont have rated x advertisements that ar not suitable for kids."

Yes! Again, this goes to environment. More times than not, she is the one whisking them to and from the places they go. So, more times than not, she is selecting the music they will hear while in that car or in that home with her.

<P ID="signature">______________
RADIOELIZABETH
Pleasant, Passionate, Persuasive
www.radioelizabeth.com</P>
 
Re: More on Target/Narrow

> smashed cd wrote:
> "i am a man and i control what is played in this house. not
> my wife. also she has her car. i have my truck. i also dont
> know of very many men that let their wives dictate what they
> listen to. on the flipside she can listen to whatever she
> wants.
>
>
> I didn't say women dictated what men listened to. I said
> they control the environment...again, not all cases, I said
> most...and we are talking mostly about families. I'm not
> going to presume that if you and your wife are in the car
> together that you "force" her to listen to what you want
> either... I'm going to guess it's mutual, but that as the
> man, you give in to her more times than not (because you are
> cool that way). ;)
>
>
> " at least the ac stations usually dont have rated x
> advertisements that ar not suitable for kids."
>
> Yes! Again, this goes to environment. More times than not,
> she is the one whisking them to and from the places they go.
> So, more times than not, she is selecting the music they
> will hear while in that car or in that home with her.
>


actually we dont listen to the local classic rock station for 2 reasons. 1. they play the same 200 songs over and over again. 2. the porn ads. thats 2 reasons right there we got xm!<P ID="signature">______________
note to the NAB..satellite radio..its worth paying for!!</P>
 
Re: More on Target/Narrow

> a strip club advertisment on the classic rock station. they all
> do it! you think the women like that? no!

Some do...!
 
Re: More on Target/Narrow

> > a strip club advertisment on the classic rock station.
> they all
> > do it! you think the women like that? no!
>
> Some do...!
>
uh yea :)<P ID="signature">______________
note to the NAB..satellite radio..its worth paying for!!</P>
 
> "The River" said it all the other day as I went through
> Austin. Their message is in the lyrics, listen and you will
> get the message.
>
> So - they are loyal to the scriptural integrity of the
> message, regardless of musical style. That, however, is the
> exact opposite of the way most secular stations operate.
> They strictly adhere to the style, and don't care at all (or
> very little) about the lyrics.

I believe you've read way too much meaning into that line!
 
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