Super Hits 106.1

[oldies76]

Not being able to afford "real" research on what your listeners want and having to go with generally inaccurate anecdotal experience is pretty frightening.

But here's the bigger question: Why must a small market station and others like it, have to research individual tastes for classic hits music and go through the testing process for music they should or should not play? And it's expensive.

Or we can do it the old-fashioned way and wait for couple nasty phone calls from frustrated listeners wondering why "Muskrat Love" was played twice in 3 hours.......

At that point, you'd simply reduce song exposure (on any title frequently complained about) and throw it on the backburner. Otherwise, just play the music.

 

[michael hagerty]

Not being able to afford "real" research on what your listeners want and having to go with generally inaccurate anecdotal experience is pretty frightening.

But here's the bigger question: Why must a small market station and others like it, have to research individual tastes for classic hits music and go through the testing process for music they should or should not play? And it's expensive.

Or we can do it the old-fashioned way and wait for couple nasty phone calls from frustrated listeners wondering why "Muskrat Love" was played twice in 3 hours.......

At that point, you'd simply reduce song exposure (on any title frequently complained about) and throw it on the backburner. Otherwise, just play the music.

Define "frequently complained about".

 

[oldies76]

Define "frequently complained about".

Meaning several calls by different listeners on a song that just aired over different dates. (If that indeed happens, sort of a worse-case situation.)

 

[michael hagerty]

Define "frequently complained about".

Meaning several calls by different listeners on a song that just aired over different dates. (If that indeed happens, sort of a worse-case situation.)

So, like...a dozen? Two dozen?

 

[oldies76]

So, like...a dozen? Two dozen?

Depends.....Most likely just a few, 3 or 4.....you really can't apply a number here. It depends on the song and whether anyone calls or not...It's up to the listeners.

My example was a worse-case situation (that is people actually calling a station to complain about a song they really dislike or played frequently) as a way to reduce certain songs "manually" vs. testing sessions. The Captain & Tennille example was exaggerated, but I believe you know where I'm getting at here.

 

[michael hagerty]

So, like...a dozen? Two dozen?

Depends.....Most likely just a few, 3 or 4.....you really can't apply a number here. It depends on the song and whether anyone calls or not...It's up to the listeners.

My example was a worse-case situation (that is people actually calling a station to complain about a song they really dislike or played frequently) as a way to reduce certain songs "manually" vs. testing sessions. The Captain & Tennille example was exaggerated, but I believe you know where I'm getting at here.

So let's say David's estimate of 300 listeners is right. You'll make music decisions based on 3 or 4 without having any way of knowing whether they're in any way representative of your most desireable listeners?

 

[finallyescaped]

Depends.....Most likely just a few, 3 or 4.....you really can't apply a number here. It depends on the song and whether anyone calls or not...It's up to the listeners.

The problem is that almost any radio station has at least 3 or 4 people who call to complain about every song you have in power rotation. But they are people who live next to their radio for hours at a time (unemployed, retired, disabled, simply a hyper P1, whatever), and they are the exception. We know people listen to radio for no more than 10-15 minutes at a time on average (average is the key word). That number may, or may not, be slightly higher in smaller markets with fewer stations. Regardless, serving the few complainers does not serve your normal users.

 

[oldies76]

So let's say David's estimate of 300 listeners is right. You'll make music decisions based on 3 or 4 without having any way of knowing whether they're in any way representative of your most desireable listeners?

If it's consistent over a span of a few weeks (after such song has aired) or even spikes, then most likely. If the rate of complaints drop off, then no action will be needed for the time being.
It just depends.

 

[davideduardo]

But here's the bigger question: Why must a small market station and others like it, have to research individual tastes for classic hits music and go through the testing process for music they should or should not play?

They simply can't do research. Which is why I say it is somewhat daunting to think about programming a station where the only feedback you get is purely anecdotal.

And it's expensive.

In the case of that Dubuque rimshot, a single large library test would cost 4 or 5 month's gross billings.

Or we can do it the old-fashioned way and wait for couple nasty phone calls from frustrated listeners wondering why "Muskrat Love" was played twice in 3 hours.......

In case you have not noticed, people do not make many phone calls any more... it's sort of like writing checks. There are better ways to communicate.

Again, with limited resources, it is very hard to run a smaller market station with a music format... which is why so many take programming from a satellite provider or syndicator.

 

[oldies76]

Just a reminder to those that are interested in hearing wonderful variety again on the radio:

THURSDAYS are #1 songs all day long from the 70's and 80's!

http://superhits106.com/