WHYL

[davideduardo]

Is this research polling text-only? Or do they play audio clips of the station's DJs and ask participants to rate them?

Everything in perceptual research is custom. If the station wants to research its talent, it will usually do clips of that talent and ask for scoring.

Similarly, music blends are done with composite segments of the "hooks" of a variety of songs that show a particular style of blend.

When doing research on a content-heavy morning show, often one would use a long segment with just the ads and songs cut out. The listener would score on a meter (in person or visually online) as the clip progressed.

In moderated one-on-ones or focus groups, if certain elements scored poorly, questions would be asked about why they were not liked.

About 10-15 years ago I was part of a station's "listener club" and was periodically sent music surveys (including audio clips of songs), but I was never asked anything about their DJs.

That was some station trying to do good research techniques with bad methodology.

 

[davideduardo]

People not in the target are not likely to be the ones saying "just play the music." Some people may feel that way. Many do not. But it is convenient justification for not paying air talent. Personalities, especially good local personalities give radio something the "competition" can't match.

But research is generally centered on a station's own core listeners. When they say "shut up" it means they listen to you but don't like all the chatter.

"Just play the music" gives the "competition" a district" advantage.

Not if listeners to your format don't want to hear DJs. Today, that is the vast majority in most dayparts.

It plays the music and it can customize the music to your own taste. No PD, consultant or service acting as a musical gatekeeper. Plus an unlimited music library available.

It's amazing, though, to see how few actual songs anyone over 25 to 30 has in their curated music list. "Unlimited" is not a positive selling point.

Again, "variety" does not mean "lots of songs". It just means "only those songs I like a lot".

Funny, surveys force respondents into a specified context and possible responses.

That is true with format specific music tests. But perceptual research has open questions and good interviewers will chase interesting responses.

When I have heard people saying "just play the music," upon some inquiry what they meant was stop talking over the music.

That's not true, because good research delves more deeply than that.

When I hear "just play the music" it is generally based on Teddy Turntable doing time and temperature or something passé or irrelevant... like the song title of one of the biggest hits of all time in the format.

 

[R.D.P.]

In my case, don't need research to program Jesus Radio. Demographics dictate what I need to do. Since my hometown is majority black, my playlist leans heavy in their favor. Still make room for the CCM, SG and the other styles that I know will work, as well. I'm still the only radio station, in Selma, that's all local and automated 24/7. I see no need to change this. Been doing it for 8 years now and still having great success.

Dan <><​

 

[b-turner]

Jean Luc, Okay you know it all. You're just tiresome. You seem to think the whole world is wrong and only you are right. Just keep believing that. I've got more productive things to do.

 

[Seltzer]

Playing untested, unresearched music from an "unlimited library" is an even surer way to kill off all but a sliver of your audience than telling your DJs to flap their lips more is.

And I doubt how cheap this company is that any music research was done for WHYL. Purely gut music decisions by someone in the building. That never bodes well.

 

[SomeRadioGuy]

And I doubt how cheap this company is that any music research was done for WHYL. Purely gut music decisions by someone in the building. That never bodes well.

Just because you don't agree with their gut, doesn't mean they're wrong.. just means you aren't the target.

In smaller and smallerish markets, some of the programming/scheduling is gut instinct. It is for me.

 

[Seltzer]

Just because you don't agree with their gut, doesn't mean they're wrong.. just means you aren't the target.

In smaller and smallerish markets, some of the programming/scheduling is gut instinct. It is for me.

Carlisle is part of the Harrisburg market. No tiny market. You either play to win or you don't. You can't say having dayparts with just sweepers and music is a winning strategy. And some questionable "oldies" in 2025.