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June 13, 2006

A Radio Format Created With Radio Advertisers In Mind

I recently came a cross a reference to a new format being marketed to radio station owners. As you will recall, we have commented in this blog about the new "adult hits" formats that have been created in response to the ipod revolution. Our opinion is that this is a backwards approach that will ultimately backfire because it undermines the effectiveness of advertising on these stations.

Radio stations have to remember that the point of their existence isn't to gather as large an audience as possible. The point of their existence is to deliver an attractive group of listeners to advertisers. "Attractive" is defined as "homogenous in a way that speaking to them with a succinct message will produce results that achieve a profitable return on the cost of that advertising". Without these components, what value do radio stations provide to their paying customers?

Perusing this page on Alan Burns site shows the right (or at least better) reason to create a new format. It starts with an unmet need (type of music), focuses on a particular audience characteristic (women 25-54), and provides rationale behind the offering (though I'd prefer less hyperbole).

Posted by Jeff Small at 06:43 PM | Permalink