Affinity Metrics
That’s Arbitron’s latest project. They’re trying to figure out a way to show advertisers how loyal a particular Radio station’s audience is to them.
It’s the first really good idea they’ve had.
Don’t get me wrong. I like the Meter. We just need more of them in a market with Houston as the model for their distribution. Of course that won’t happen unless Radio spends a lot more money on a rating service.
Radio stations of all formats can and should be programmed to develop a loyal listener base. Lately, the word “Community” has been used to describe these listeners. For years I have, as a programmer, practiced and then, as a consultant, preached this type of programming.
Listeners to your Radio station go through stages:
· Casual cumer.
· Cumer.
· Listener.
· Fan.
· Advocate.
These 5 steps spell out the birth and maturity of all great Radio “Communities.”
Someone likes a particular kind of music; they find your station while scanning and try it.
They decide they like it OK and set a button.
They begin listening more when either their favorite station is doing something they don’t like or, in the case of light Radio users, when the mood strikes them.
They begin to like what they hear. Most likely they do most of their real “listening” in the morning and they begin to like the show.
They start listening longer and repeating things back to family, friends, and coworkers that they heard on the morning show. At that point they are Advocates.
Once they become Advocates, they are members of your “Community.” They will respond to your promotions and advertising. They will respond when you air Radiothons for charity, etc.
Best of all, as Advocates, they become the most powerful part of your marketing effort when they join your “word of mouth team.”
How do you make this happen? That’s the magic of great programming. That’s when the “art” and “science” meet in just the right mix.
And that’s the secret we’ll talk about in the next chapter.
By Bob Glasco
glascomedia.com
