[BC] WCBS-FM

[Mike McCarthy]

I never suggested releasing the numbers beyond the 12+.  I'm speaking from 
a station management standpoint which does subscribe to the service and can 
drill the numbers down.

I think you are cross utilizing two words in the same definition.  Playlist 
and library. They are two different things...whcih I think you already 
know.   Some stations have larger playlists than others.  Some have a 
higher percentage of library music running in their current playlist.  Each 
is based on a PD's formaula.

I won't argue rotational cuts in various forms when cycled in and out are 
useful tools. What I should have elaborated on was the fact the most 
successful programmers read beyond auditorium tests and surface research to 
find the right ratio of playlist size to library and the breadth of the 
rotational policy which they use in deciding their playlists, changes and 
frequency.

The Drive practices that very well. They rotate artists in and out each 
week and "feature" them for a week.  You'll hear the featured artists once 
every few hours each day through the week.  Most of the time that decision 
is based on concert appearances, new albums, news events, etc.

JACK is merely a disguise which simply increases the playlist from 800-900 
songs to 1400-1800 songs that includes those with a slightly lower 
auditorium test rating.  Their library doesn't necessarily increase in size....

OTOH, the "anything" formats have massive libraries, but also have highly 
refined playlists.  Especially if the station is a newer leaning rock (or 
country) format that has broad appeal.  Liken it to the old Top 40 radio 
which played 5 hot rotators every 90 minutes, plus a variety of up and down 
and library.  In those, the hots get 2 hour rotation and the ups and downs 
go a bit longer with more library in the play list.

MM

At 01:54 PM 2/5/2006 -0500, Rich Wood wrote
>------ At 02:28 PM 2/4/2006, Mike McCarthy wrote: -------
>
>>I'll take a 1.7 12+  and 4.0 in 25-54 over 3.4 12+ and 2.0 25-54 any day.
>>
>>12+ numbers are simply totals which give the <<<whole>>> picture.  Smart 
>>marketers know which parts of the picture are the best to go 
>>after.  THAT'S SMART PROGRAMMING.  While I despise what CBS did to WCBS 
>>and WJMK, it's well rooted in research.
>
>Unless you work for those stations and have legal access to the hourlys 
>and demos you can't know how successful these stations are. If someone 
>gives you those figures and you disclose them, Arbitron is going to have a 
>problem with the station and has several ways of discouraging their 
>release to non-subscribers. In the paper book, there have been labels on 
>the cover explaining a station's violation. Stations have been reported 
>"below the line" where the out of market stations reside and a few have 
>had their results removed from the data. Many stations violate those rules 
>but don't divulge the data or use them in sales. It's a stupid thing to do.
>
>The only thing that's legal to release is the 12+ overall figure that you 
>find in the trades.
>
>>It's the result of a successful PD who knows how to rotate songs in and 
>>out of a large library which makes a station truly a ratings 
>>success.  Many have yet to figure it out.....and rely too much on surface 
>>research and not on real observation.
>
>The key is rotating material in and out of a limited playlist. It gives 
>listeners the comfort of familiarity and controlled repetition while 
>avoiding burnout.
>
>Listen to SIRUS or XM for a week. You'll hear a lot of repeats. Their 
>entire libraries aren't online all the time. Remember, virtually all the 
>satellite programmers learned their trade in radio.
>
>I've been listening to the oldies channels (where there's a huge library 
>available) and I hear the same songs several times a week. It's rare that 
>I hear something that's not familiar to me. Often when I do, I understand 
>why it should remain unfamiliar.
>
>Rich
>
>
>Rich Wood
>Rich Wood Multimedia
>Phone: 413-303-9084
>FAX: 413-480-0010
>
>
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