On 07/13/09 08:51, David Eduardo wrote:

"dave" wrote in message
m...
David Eduardo wrote:
The reason there are no more is that
listeners as a group don't like any more songs, no matter how deep
the research goes.

People don't listen in groups. Your research is flawed.

Radio audience is a group. To form a group, you have to attract
listeners with common likes and dislikes, and satisfy each of them.

No, Radio listening is done by individuals. It's done by
individuals, mostly in separate locations, under separate
conditions, with individual intent, tastes and needs of the moment.
Radio listening is an individual experience. Not a group marketing
construct.

As R. L. Larkin liked to say..."The Map is not the Territory."
There are vast differences between the individuals needs and
individual experience, and the constructs used to measure, evaluate,
and attempt to grasp these experiences, and then direct mass
listening.


"Radio audience" is an artificial construct to group individuals
into a single manageable entity, by averaging, rounding off, and
statistically creating a model from carefully chosen sample. To
create the 'average' listener to whom the product is marketed, and
for whom the advertising is targeted. But it is not the actual
individual listener. Who often selects a radio station because it's
the lesser of multiple dislikes.

Radio audience is not like a theatre audience. A theatre audience
is a group of individuals gathered at a common time, into a single
place, with a single intent, and a single environment, with common
expectations on product that are driven by the common environment
the common experience. An audience shares contained commonality.
Even to changing dress for the experience.

Radio is individual. It's been a long time since people grouped
around their radios for the common experience. Radio listening,
today, is 'at will.' Seeking psychographic satisfaction at the
moment as an individual. Usually singly, usually personally. With
expectations of the product that are driven by the
needs/wants/tastes/satisfactions of the moment.

But Radio is presented by a carefully constructed formula based
on a carefully constructed model of the listeners that comprise the
construct called audience. And listeners choose what's available.
Even if it may not be to their precise tastes/needs/wants of the
moment. Radio works to convince listeners that what Radio presents
is precisely what the listener wants.

So Radio doesn't attract bodies of listeners by satisfying each
of them. They attract individual listeners by doing what's easy,
convenient and graspable for RADIO, and satisfying the needs of the
artificial construct, not the individual. And then selling the
individual on the idea that he/she/it is actually being satisfied as
an individual.

And it's all nonsense.

If Radio was so successful at satisfying the needs of each of
it's listeners, there would be many fewer alternative choices to
Radio. Because there would be no viable market for them.

Radio does what's good for Radio.

The fact that Radio is successful at meeting Radio's goal is not
an indication that Radio has satisfied each listener's needs. It's
only an indication that Radio has met the goals of its marketing
construct. And satisfied the construct of the 'average' listener,
with average content, presented in an average way, until the numbers
match the target.

Actual listeners are only tools to Radio's commercial end.

Listeners are not served by Radio. Radio lures listeners so that
listeners may serve Radio's needs.