CHAPTER 26

Creating Powerful Radio

Research

“You know the station is a success when people who don’t listen lie and say they do.”

— Overheard at a National Association of Broadcasters Convention

People love to look at research. We open the newspaper or watch TV and gobble up those Gallup polls, pie charts, and percentages of who is doing what. We like statistics, finished products, results. Most of us know it’s not the data, but how one interprets it that counts.

Applying research to radio is a challenge. It’s easiest with music radio. You ask a group of people what they think about a song, a performing artist, or a jingle. Interpreting “Personality” or News-Talk research is tougher. The reason? You can research only what has gone before. There ...

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