Rule #1: “Ratings and Revenue.” You may have heard me say this. It’s something I really believe.
Over the years listeners and special interest groups have accused me of various sins like programming to a certain political bias or producing programs that appeal to the lowest common denominator. Both very true.
The political bias (or slant) wasn’t out of my personal beliefs. If polka music would get a 15 share, I’d play Stan Yashinski music. It’s about creating content for a group of people with certain commonalities to get high ratings.
The “lowest common denominator” appeal is much more about casting a wide net, so a lot of people will join that group. In return you’d get high ratings.
When you get high ratings, you drive high revenues. It’s all about getting the most amount of people to listen so you could charge the highest prices for commercials.
Rule #1: “Ratings and Revenue.” Easy.
Well it used to be easy.
For some reason some radio groups have it in their heads that people want to hear constant sponsored or “brought to you by” traffic and weather reports. Many people get this information on their smartphones now, without the constant “brought to you by” commercials, but I digress. Most stations would broadcast these (so-called) service elements anyway and putting a “brought to you by” commercial next to them is OK in my book…with one caveat. The “brought to you by” commercials are scheduled correctly.
Good grief. Listen to any talk station…hell any station today. Traffic is “brought to you by” and followed by a :15 second commercial. A weather report is broadcast which is also “brought to you by” and followed by a :15 second commercial.
This “brought to you by” babble never ends.
These “bought to you by” commercials are normally sold through a centralized national sales department. Many times the “brought to you by” commercial time goes unsold and the “brought to you by” time is then filled with the company’s “brought to you by” promotions.
You know what having unsold “brought to you by” commercial time tells me? There is too much “brought to you by” commercial time. And what does our knowledge of the “Law of Supply and Demand” tells us? If there’s too much “brought to you by” commercial time, the price of that “brought to you by” commercial time goes down.
The immutable Rule #1: “Ratings and Revenue.” Easy.
Now I’m going to head home and listen to the 12-minute long commercial break on the Classic Hits station coming from their state of the art studios which are “brought to you by…”